LOCATION ANALYTICS IN CUSTOMER EXPERIENCE …€¦ · 2 | TOPICS •Introduction –Customer...

© 2016 Software AG. All rights reserved. For internal use only

LOCATION ANALYTICS IN CUSTOMER EXPERIENCE MANAGEMENT

Luis Ramos, Ph.D.

Solutions Architect

2:00pm to 2:30pm

May 3, 2016

2 |

TOPICS

• Introduction

– Customer Experience Management

– Streaming Analytics

• Location Analytics

• Streaming Analytics Platform Capabilities

• Real-Time Insights

• Summary and Conclusions


3 |

CUSTOMER EXPERIENCE MANAGEMENT & LOCATION ANALYTICS

• Do you engage your customers with real-time contextual applications?

• Do you analyze location streaming data in real-time and capture perishable

insights?

• Do you bring immediate context to all IoT, mobile, web, and enterprise apps?

• Is your streaming data actionable in real-time?


GOT THIS?

Showrooming High-volume,

fast moving data Consume Perishable

Insights before they

become stale

4 |

CUSTOMER EXPERIENCE MANAGEMENT

• Practice of designing and reacting to customer interactions

• To meet or exceed customer expectations, and

• To increase customer satisfaction, loyalty and advocacy

Gartner Research, 2016


WHAT IS IT?

5 | © 2016 Software AG. All rights reserved. For internal use only

CUSTOMER CONTEXT EXAMPLE: BROWSING A PRODUCT FROM WEBSITE (CLICKSTREAM)

Streaming

Analytics

Engine

Live Event Streams

Historical Data: Customer

Profile & Spend History

Website

Click

Stream

Customer Touch Point: Website

Data Source: Clickstream

Context: Customer is interested in a specific product

Context Time Duration: 10 minutes

Introductions


CUSTOMER CONTEXT EXAMPLE: BROWSING PRODUCT ON THE STORE FLOOR (LOCATION)

Streaming

Analytics

Engine

Live Event Streams



Location

Location

Stream

Dwell Time Analytics

Customer Touch Point: Visit Brick & Mortar Store

Data Source: Location (via Indoor Wireless Network)

Context: Customer is interested in a product

Context Time Duration: 20 minutes


CUSTOMER EXPERIENCE MANAGEMENT MONITORING A CUSTOMER’S JOURNEY

Streaming

Analytics

Engine

Live Event Streams



5

Website

1

Click

Stream

Location

2

Location

Stream

Barcode Scan

3

Barcode

Stream

Showrooming

4

Click

Stream

Targeted Real-Time

Offers

6 Transaction

Stream

POS (In-Store and

Online)

7

Context Time Duration: 1 Day

8 |

STREAMING ANALYTICS

• Software that can filter, aggregate, enrich and analyze a high throughput

of data

• From multiple disparate live data sources in any data format

• To identify simple and complex patterns

• To provide applications with context

• To detect opportune situations

• To automate immediate actions

Source: Forrester Research, July 2014


WHAT IS IT?


SOFTWARE AG IS A LEADER BIG DATA STREAMING ANALYTICS MARKET

Source: The Forrester Wave™: Big Data Streaming Analytics Platforms, Q3 2014, Forrester Research, Inc., July

17, 2014

The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks

of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market

and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does

not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best

available resources. Opinions reflect judgment at the time and are subject to change.

• Software AG is a leading Big Data Streaming

Analytics provider in this Wave!

• Software AG is the highest ranked market

presence among 15 vendors

• A perfect score in operational management,

stream handling, and business applications


A

LOCATION

ANALYTICS

11 |

LOCATION ANALYTICS

Definition

• Process or ability to gain insight from the location of business data

• Allows for new dimensions of analysis and insights

• Through a more visual approach

Source: techopedia™


WHAT IS IT?

12 |

LOCATION ANALYTICS

• Dwell time – how long a customer

dwells in a zone

• Density - number of customers is a

zone

• Path analytics – paths most/least

taken

• Walkbys – number of people walking

by a store

• Capture Rate – percentage of

walkbys that enter a store

• Bounce Rate – percentage of walkbys

that enter store but leave right away

• Repeat Visitor – customers that

return


ANALYTICS

Walkbys Capture


INDOOR LOCATION TRACKING HOW DOES IT WORK?

“Probe Requests”

(X, Y)

To SAG

Streaming

Analytics

Platform

The phone’s signal strength at each AP is used to triangulate its location

14 |

LOCATION ANALYTICS


DEMONSTRATION

15 |

CAPABILITIES

Streaming Analytics Platform


SOFTWARE AG STREAMING ANALYTICS PLATFORM

Manage Rules

Streaming Analytics Engine

Monitor & Process

• Normalize

• Filter and Enrich

• Split, merge,

route

Analyze

• Track journey

• Aggregation

• Correlation

Pattern Detection

• Discrete data

• Continuous stream

• Temporal

• Location

Event Feed

Event Feed

Event Feed

Adapters

Alerts

Initiate

Process

Promo

Adapters

In-Memory Data Fabric

EDW

Distributed Cache

Analytics,

State Reference

Data

Plugin

Real-Time

Predictive /

Scoring

Models

I

n

g

e

s

t

i

o

n

Real-time Metrics & KPIs

Push & Pull

17 |

SOFTWARE AG STREAMING ANALYTICS PLATFORM IN


HOT BIG DATA TECHNOLOGIES

Forrester Research, TechRadar™ Big Data, Q1 ‘16


LOCATION STREAM SOURCES

ALE

Adapter

Geographic

Region Location

Service

GRegion

Adapter Location

Service

iBeacon

Adapter

Ruckus

Adapter

Cisco

Adapter

Location

Analytics Beacon

Region

Indoor

Wireless

Network

Providers

ALE

19 |

Real-Time

INSIGHTS


ANALYTIC: DWELL TIME STAFFING LEVEL ASSIGNMENTS

• Where additional staff is needed right now

• Reassign staff at these locations to

alleviate the wait time

• Long waits for check-in at Hotel Front Desk

• Long waits at grocery checkout counter

• Long waits at airline checkin counter

• Number of guests in an area

• Average dwell/wait time in an area

Monitor

Example Scenarios Insights


ANALYTIC: REPEAT VISITOR

• First time visitor

• Repeat visitor

Monitor

Example Scenario Insights

• Customer was here earlier today browsing

for shoes and has come back

• Customer always comes here every

morning at Buckstars and orders the same

coffee every time

• Norm comes to Cheers every night and

always orders a different beer

• Customer is about to decide on a purchase

• Send a real-time coupon/promotion

• This is a repeat customer

• Greet the customer by name and offer

“the usual”


ANALYTIC: PATH ANALYTICS

• More people take a particular path through

a mall/airport/grocery to get to a destination

• Less people take a particular path through

a mall/airport/grocery to get to a destination

• Monitor most/least popular path by

time of day/day of week

Monitor

Example Scenarios Insights

• This is the most popular path taken

• Place ad on this path to get the most

number of impressions

• Charge more rent for businesses along

this path

• This is the least popular path taken

• Place signage here to drive more traffic

through this path


SUMMARY & CONCLUSIONS

24 |

WHY YOU SHOULD CONSIDER

• The technology is here to engage your customers with real-time contextual

applications

• Fully leverage real-time location streaming data today

• Capture perishable insights on real-time data to bring immediate context to all

IoT, mobile, web, and enterprise apps


SOFTWARE AG STREAMING ANALYTICS

LOCATION ANALYTICS IN CUSTOMER EXPERIENCE …€¦ · 2 | TOPICS •Introduction –Customer...

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