DATA DRIVING YOUR BUSINESS WITH DATA

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1 DRIVING YOUR BUSINESS WITH DATA 1 Data

2 Big Data is massive. And it s growing: by 2020, the amount of digital information in existence is expected to have exploded from 3.2 zettabytes in 2014 to 40 zettabytes 1 (yes, that s 40 billion gigabytes). This growth in data presents businesses with huge opportunity, yet most companies analyse only 12% of their data 2 and less than one-fourth have an enterprise-wide data strategy 3. Meanwhile, customer expectations are evolving. Advancements in technology and retailing have conditioned customers to assume quick and seamless interactions, relevant media and instant gratification at every touch point. Delivering on these demands requires strong data capability. Conversely, many retailers under-invest in exploiting their data, exposing themselves to serious competitive risks from new business. More than ever, the effective, nimble and continuously evolving use of data is critical to building competitive advantage. dunnhumby has been working with Big Data for more than 25 years well before the term was invented and has a wealth of expertise and experience in the design and implementation of Big Data strategies, as well as unparalleled and exclusive access to data for 280m households in over 23 key retail markets globally. By assessing your existing data capability and understanding your business vision and goals, we provide expert advice and guidance on how best to exploit the data you have, increase your understanding of your customers and drive incremental, measurable value to your business. We partner with retailers and brands like you to help: Know your own data and join it up so that all data leads to a customer Bring you new data through dunnhumby innovations and investment frameworks Realise the commercial value of your data Create competitive advantage regardless of where data is hosted (on-site, off-site, in the cloud) or technology used 1 Hadoop Summit Forrester Research 3 IDC poll, Data

3 Ability to capture superior value DATA THE DATA JOURNEY From asking the right questions to knowing the most vital answers The transformation to a data-led business doesn t happen overnight it s a journey. No matter where you are on yours, dunnhumby s data experts can help you to get to the next level. The ultimate goal? A data platform that answers the most important questions about your customers, enabling you to deliver the kinds of insight-driven, personalised experiences that keep them coming back, time and again. LEVEL 5 LEVEL 1 Basic Data Sales/PMF data captured and used for reporting LEVEL 2 Advanced Data Customer, digital and competitor data managed and used for specific ends LEVEL 3 Joined Data Data joins defined (for customers, products, etc.) and data managed to allow complex continual decision making and CRM LEVEL 4 Enriched Data Data joined and enriched (segmentations, scoring) continuously; enrichment used for reporting, analytics and CRM activation Data Partnerships Enriched data used to drive a self-sustaining commercial relationship ecosystem (which then further enrich the data for best-in-class decisions and customer outcomes) Capability level 3 Data

4 THE DATA JOURNEY What I buy What I wear How I shop Who I know / influences Where I am A 360 VIEW OF YOUR CUSTOMERS How I decide A 360 VIEW OF YOUR CUSTOMERS Understand what your customers feel, think and do and how to best engage them with insight gained across a breadth of data. Who I am What I like My needs / preferences INFLUENCES Media Data Social Data MOTIVATIONS Customer Attribute Data (e.g. device type), permission data Customer Reviews BEHAVIOURS Payment Data Rest of Market Data Location Data 4 Data

5 OUR APPROACH To help make the most of your data, dunnhumby experts have developed a comprehensive, proven nine-step approach. Whilst a full engagement would take advantage of this approach from start to finish, each step may also be implemented in your business discretely, as needed. 1 Understand We start by understanding, documenting and describing all of your data assets. 2 Assess We assess the quality of each discrete data asset and score it against known best practise. 3 Process We analyse the process by which data comes into your organisation and how it flows out. 4 Analyse We identify and analyse where data should be joined to increase the overall value of your data asset. 5 Create We ETL your data into a common standard model, which organises and joins the data entirely around your customers. 6 QA We provide continuous quality review of all of your data assets. 7 Enrich We continually add value to your data by creating and updating customer segmentations and dimensions. 8 Publish We surface the enhanced data for use in your data, analysis and targeting tools, as well as those provided by dunnhumby. 9 Augment Through our knowledge of the industry, we advise on and implement merges of owned data into or with third-parties to further augment the value of your data. 5 Data

6 OUR DATA SERVICES We offer a full suite of customer value-driving data services, though depending on your existing data capability, not every one may be critical for your business (remember: data-centricity is a journey!). Whilst each service is available discretely, each is an integral part of our approach. Strategy Using a defined approach and drawing on 25 years experience, we create the data strategy and program necessary to become a customer-centric and data-led organisation. Discovery and Continuous Learning We review data over time across your entire organisation, enabling the transformational improvement and organisational ownership of your data, and ensuring its hygiene and robustness. Approach: Understand, Assess, Process, Analyse Transform We ready discrete owned and third-party data assets for data processing into our Common Data Model for use throughout your business, enabling the creation and scaling of capability. Approach: Create, QA Enrich We create scores and segmentations of customers, products and stores through the fusing of client and third-party data around the customer and industrialise these for real-time application. Approach: Enrich, Augment Manage We create infrastructure to continuously model data around your customers, while maintaining hygiene and referential integrity. Approach: Create, QA Access and Enablement We provide interfaces which give our products, teams and clients a view into and way to interrogate the data. Approach: Publish 6 Data

7 OUR DATA PRODUCTS Common Data Model The Common Data Model (or CDM ) underpins the whole of our data capability. Representing all of the subject areas of our clients data transactions, products, promotions, customers, etc. the CDM is a proprietary way of organising data which provides a standard view across all of dunnhumby s business areas and for all markets and clients. When combined with our software-based tools, the CDM reveals a powerful view of the customer and, in doing so, uncovers valuable and actionable insights. Marketplace Marketplace is the proprietary infrastructure which transfers data from your organisation into our Common Data Model. It contains the IP which indexes, aggregates, filters and most importantly continuously enriches the data. Marketplace also continuously deploys QA processes in hygiene, referential integrity and anomaly testing to ensure the data used at scale in the CDM is fit for purpose. BY THE NUMBERS 170 Data experts on our global capability team 4.3 PETABYTES Data held for analysis 1 BILLION Rows of data processed every week 320 BILLION Items analysed in our data solutions 7 Data

8 dunnhumby is the world s leading customer science company. We analyse data and apply insights from nearly one billion shoppers across the globe to create personalised customer experiences in digital, mobile, and retail environments. Our strategic process, proprietary insights, and multichannel media capabilities build loyalty with customers to drive competitive advantage and sustained growth for clients. dunnhumby employs over 2,000 experts in offices throughout Europe, Asia, Africa, and the Americas and works with a prestigious group of companies including Tesco, Monoprix, Raley s, Macy's, Coca-Cola, Procter & Gamble, and PepsiCo. GET IN TOUCH Contact us at to see first-hand how a better understanding of your data enables a better understanding of your customers. 8 Data dunnhumby 2015