Hortonworks and Clarity Solution Group

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Big Data and Analytics in Retail and Consumer Products

With Clarity Solution Group


Your speakers…

Eric Thorsen General Manager, Consumer Products and Retail Hortonworks

Duane Lyons Practice Lead, Retail / CPG & Manufacturing Clarity Solution Group


Agenda

Clarity and Hortonworks Partnership

Hortonworks Data Platform (HDP) overview

Consumer720 provided by Clarity Solution Group Overview

Summary / Call to action


Clarity and Hortonworks partnership

Focused on enabling organizations to leverage big-data for positive business impact

•  Drive better business outcomes through data and analytics

•  Deliver unsurpassed client service

•  Create a thriving community of employees

•  Be the undisputed #1 specialist consultancy focused exclusively on data and analytic solutions

Clarity Mission


Agenda






Traditional systems under pressure Challenges •  Constrains data to app •  Can’t manage new data •  Costly to Scale

Business Value

Clickstream

Geolocation

Web Data

Internet of Things

Docs, emails

Server logs

2012 2.8 Zettabytes

2020 40 Zettabytes

LAGGARDS

INDUSTRY LEADERS

1

2 New Data

ERP CRM SCM

New

Traditional


Hadoop emerged as foundation of new data architecture

Apache Hadoop is an open source data platform for managing large volumes of high velocity and variety of data •  Built by Yahoo! to be the heartbeat of its ad & search business

•  Donated to Apache Software Foundation in 2005 with rapid adoption by large web properties & early adopter enterprises

•  Incredibly disruptive to current platform economics

Traditional Hadoop Advantages ü  Manages new data paradigm ü  Handles data at scale ü  Cost effective ü  Open source

Traditional Hadoop Had Limitations " Batch-only architecture " Single purpose clusters, specific data sets " Difficult to integrate with existing investments " Not enterprise-grade

Application

Storage HDFS

Batch Processing MapReduce


Modern Data Architecture emerges to unify data & processing

Modern Data Architecture •  Enable applications to have access to

all your enterprise data through an efficient centralized platform

•  Supported with a centralized approach governance, security and operations

•  Versatile to handle any applications and datasets no matter the size or type

Clickstream Web & Social

Geoloca3on Sensor & Machine

Server Logs

Unstructured

SOU

RC

ES

Existing Systems

ERP CRM SCM

AN

ALY

TIC

S

Data Marts

Business Analytics

Visualization & Dashboards

AN

ALY

TIC

S

Applications Business Analytics

Visualization & Dashboards

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HDFS (Hadoop Distributed File System)

YARN: Data Operating System

Interactive Real-Time Batch Partner ISV Batch Batch MPP EDW


Agenda






Maximizing the Value of Social Media

#1 #2 #3

•  However, market leaders are already understanding the benefits of #3 and realizing tremendous competitive advantage

•  Consumer720 focuses on allowing organizations to use social media to maximize the value of existing marketing processes and technologies


What is Consumer720?

‘Social + Enterprise ‘ allows for creation the ‘Database of Affinity’

•  Forrester defines the Database of Affinity as ‘A catalogue of people’s tastes and preferences collected by observing their social behaviors’

•  ‘Affinity’ is different than ‘Intent’. A consumer may have a intent to purchase a stroller because of a newborn child. While valuable to a marketer, it has a limited shelf life. Knowing a consumers affinity for a brand, category, or something else is valuable long-term

Key

Ben

efits

of ‘

Soci

al +

Ent

erpr

ise’

•  #1 –Predicated upon permission-based access to social profiles. The solution includes API’s to connect with social sources for profile integration

•  #2 – Reusable data model to support social sources and Database of Affinity

•  #3 – Sophisticated rules engine to determine affinity attributes for individual consumers based on their Facebook likes

•  #4 – Social segmentation models to support targeted communications

Benefits


Solution Overview: Clarity Solution Group offers a unique solution to Consumer720

•  Consumer 720 combines internal company data with external social media data in order to rationalize and expand the view of the consumer

•  Pre-Packaged Data Model •  Facebook API’s (via social signon) •  Ability to create a ‘Database of Affinity’

Key Accelerators

•  Software / hardware neutral •  Built to scale based on Big Data technologies •  Accelerators enable quick, low-cost implementation •  On-premise or hosted

The Clarity approach

Overcome barriers to personalized

consumer engagement


Why is ‘Social + Enterprise’ Important? •  Social Log-in is gaining

popularity –  Both Google and Facebook

have publicly stated their intent to use social log-in to track users

–  Reduced log-in fatigue - Social log-in allows consumers to remember fewer passwords

–  Using social log-in is actually MORE secure

–  Usage of cookies is dying

•  The richness of Facebook profiles is amazing!

–  Use social data to create the ‘Database of Affinity’


A beverage company seeks to improve several aspects of its consumer marketing strategy

•  A large international beverage company met with Clarity to discuss opportunities to improve consumer marketing effectiveness. The company faced several challenges in creating marketing impact among it’s targeted consumer base. Some of its primary obstacles included:

•  Product Breakthrough: Consumers having more choice than ever before •  Media Breakthrough: Becoming increasingly harder to win media moments •  Message Breakthrough: Ensuring your message connects when you do reach them

Proprietary and Confidential - © 2014 Clarity Solution Group, Inc.

Clarity worked with the beverage company to identify potential solutions to these challenges. Several options were evaluated, but ultimately this company worked with Clarity to gain a more comprehensive view of the customer. Both organizations then worked to implement a solution with the following objectives in mind: •  Create a consumer database that will allow building toward a unified view of the consumer •  Understand the impact of various consumer touch points (consumer interactions were collected and stored separately),

validate and augment consumer segmentation, identify influencers, advocates and brand loyalists •  Ultimately deliver more targeted communications and more efficient use of media spend. •  Social segmentation in conjunction with ‘Database of Affinity’ resulted in 20%+ lift in campaign responses

Business Problem

Project Approach


Case Study: CPG The implementation leveraged Clarity’s Consumer 720 Solution Platform & Delivery Approach

Data Exploration

• Data profiling and structuring •  High-level quality issues •  Schema discovery •  Data into schema rationalization

• Attribute analysis •  Identify common attributes •  Identify groupings of attributes to support

entity resolution •  Identify and prioritize attribute groupings for

demographic profile segmentation • Entity resolution

•  Execute entity resolution for email address •  Prototyped similarity-based resolution for

social profile

Data Integration

•  Enhanced master Consumer Profile data model

•  Perform entity resolution / matching to link enterprise and social profiles

•  Implement survivorship rules to rationalize and enrich key attributes for campaign segmentation

•  Enhance data model to support e-mail response data

Predictive Model

•  Demographic Response Model: This model takes every individual and assigns them with a probability of attending an event based only on basic information.

•  Social Activity Model: The output of this model is a grouping of people with similar interests, and a simple prediction model assigning people to these groups. The goal is to identify interests that have the highest rates of identified activity.


Case Study: CPG Consumer720 Data Model integrates social and enterprise master and transactional data

Entity Resolution

Opt-in and Campaign Feedback

Affinity and Activity Identification

Golden Consumer Profile

Source Social Profile

Targeting Model

•  Feature Extraction

•  Activity Classification

•  Influence Quantification

•  Affinity Identification

Consolidated Consumer Demographics


The Value of Consumer720 is Greatest if used in conjunction with Social Login, but it is not Required…

Incorporate public social feeds from sources such as Twitter and FB with the associated user profile info

Perform screen scraping for product pricing and reviews

Social Login

•  Less than 30% of all retail and CPG’s are currently using social login. The good news is that usage is expected to grow 20%-30% annually

•  There is definitely a maturity curve for leveraging social analytics

It is important to have a social analytics strategy

This starts with sentiment analysis and in more advanced scenarios can

be used to predict business outcomes

Very useful as an ‘Early Warning’ system for product defects, warranty

issues, recalls, etc…


Agenda






Only HDP delivers a Centralized Architecture

YARN

Other Hadoop Vendors A siloed “with” YARN architecture

Disjoint, Siloed Clusters

•  Inefficient use of resources, single tenant, duplicate storage & processing

•  Multiple implementations of governance, security and operations

•  New applications require new clusters

Hortonworks Data Platform A centralized architecture built on YARN

Clu

ster

1

Application

Security

Storage

YARN

Governance

Operations

Batch

Storage

YARN: Data Operating System

Governance Security

Operations

Resource Management

Existing Applications

New Analytics

Partner Applications

(ie. SAS)

Clu

ster

2

Application

Security

Storage

Governance

Operations

Clu

ster

N

Application

Security

Storage

Governance

Operations

…

Interactive

Dedicated Resource mgt

Real-time

Dedicated Resource mgt

Single cluster, multiple applications •  Efficient storage, processing

•  Centralized Security, Operations, Governance

•  Run a variety of applications simultaneously

Data Access: Batch, Interactive & Real-time


HDP: Any Data, Any Application, Anywhere

Any Application •  Deep integration with ecosystem

partners to extend existing investments and skills

•  Broadest set of applications through the stable of YARN-Ready applications

Any Data Deploy applications fueled by clickstream, sensor, social, mobile, geo-location, server log, and other new paradigm datasets with existing legacy datasets.

Anywhere Implement HDP naturally across the complete range of deployment options

Clickstream Web & Social

Geoloca3on Internet of Things

Server Logs

Files, emails ERP CRM SCM

hybrid

commodity appliance cloud

Over 70 Hortonworks Certified YARN Apps


“Hortonworks loves and lives open source innovation” World Class Support and Services. Hortonworks' Customer Support received a maximum score and was significantly higher than both Cloudera and MapR

A Leader in Hadoop

The Forrester Wave™ Big Data Hadoop Solutions Q1 2014


Hadoop is a Platform Decision

Adoption follows a consistent journey Data architecture efficiencies, new analytic apps, and ultimately to a “data lake”.

HDP: A centralized architecture built on YARN Any application, any data, anywhere.

HDP: A completely open data platform Platforms are ultimately defined by open communities.

HDP subscription supports entire lifecycle World class experience to ensure success from architecture to production to expansion.


Next Steps…

Download the Hortonworks Sandbox

Learn Hadoop

Build Your Analytic App

Try Hadoop 2

More about Clarity & Hortonworks http://hortonworks.com/partner/clarity-solution-group/

Contact us: [email protected]


SAN JOSE June 9-11

BRUSSELS April 15-16

•  Deep-dive technical content •  65+ sessions and 5 tracks •  1000 attendees •  Sponsorships Available •  Including Pre and Post event community meetups

and BOFs •  Hadoop training available

•  100+ sessions and 7 tracks •  Deep-dive technical content •  5000 attendees •  Sponsorships Available •  Including Pre and Post event community meetups

and BOFs •  Hadoop training available

www.hadoopsummit.org

The Largest Hadoop Community Events in Europe and North America


Cautionary Statement Regarding Forward-Looking Statements

This presentation contains forward-looking statements involving risks and uncertainties. Such forward-looking statements in this presentation generally relate to future events, our ability to increase the number of support subscription customers, the growth in usage of the Hadoop framework, our ability to innovate and develop the various open source projects that will enhance the capabilities of the Hortonworks Data Platform, anticipated customer benefits and general business outlook. In some cases, you can identify forward-looking statements because they contain words such as “may,” “will,” “should,” “expects,” “plans,” “anticipates,” “could,” “intends,” “target,” “projects,” “contemplates,” “believes,” “estimates,” “predicts,” “potential” or “continue” or similar terms or expressions that concern our expectations, strategy, plans or intentions. You should not rely upon forward-looking statements as predictions of future events. We have based the forward-looking statements contained in this presentation primarily on our current expectations and projections about future events and trends that we believe may affect our business, financial condition and prospects. We cannot assure you that the results, events and circumstances reflected in the forward-looking statements will be achieved or occur, and actual results, events, or circumstances could differ materially from those described in the forward-looking statements. The forward-looking statements made in this prospectus relate only to events as of the date on which the statements are made and we undertake no obligation to update any of the information in this presentation. Trademarks Hortonworks is a trademark of Hortonworks, Inc. in the United States and other jurisdictions. Other names used herein may be trademarks of their respective owners.

Hortonworks and Clarity Solution Group

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