MDSAP_YENİ NESİL ONLİNE KAMPANYA SİSTEMİ ANLIK KARAR VERME VE UYGULAMA

SAP Bankacılık Zirvesi10 Eylül 2015, PerşembeRaffles Otel, İstanbul

Yeni Nesil Online Kampanya Sistemi: Anlık Karar Verme ve Uygulama Bulut Altıntaş

© 2013 SAP AG or an SAP affiliate company. All rights reserved. 2

Ajanda

• Biz Kimiz?• Analitik dünyadaki değişimler• Yeni nesil vaka tabanlı analiz• SAP Event Stream Processor (ESP)• Yeni Nesil Online Kampanya Sistemi: Anlık Karar Verme ve Uygulama • Demo

Biz kimiz?


Eastern Europe

Middle EastAfrica

45+ years of Experience in IT 4500+ Employees in 30 countries across 3 continents 150+ companies unified under the group 100+ top resellers awards from global IT Leaders Leading Innovation & Customer satisfaction since 1967 A 3 billion USD Leader offering stability & high Integrity in

Technology & Solutions

MDSap Tech Overviewa MIDIS Group Company

Over 21 Years of in depth experiences helping customers Manage, Integrate, Analyze and Mobilize Business Mission critical Data across the enterprise; Exceptional track record providing Turnkey IT Solutions across Middle East & Europe.

A Unique Partnership with SAP; Implementing Excellence; Optimizing Application Management

Strategic long term partnerships with our customers; Focusing on Customer Satisfaction and Technology Innovation

Help customers better use their data assets to improve business performance and make smarter decisions


MDSap TechCorporate Background

1993 – Setup first Sybase Products Middle East (SPME) in UAE

1997 – SPME extended to 6 more countries in M.E.

1998 – SPTR, Extension to Turkey (Istanbul and Ankara)

2002 – SPCE, Expanding into CE (SK, HU, SR, HR, SI), then AT, CZ & PL

2010 – MDSap setup, Expanded our Portfolio to cover the Entire SAP Business Analytics portfolio

2013 – Derga Middle East Setup, Expanded our Portfolio to cover the Entire ERP, CRM, HCM, SCM portfolio

100+ Business & Technical Consultants focusing on SAP Software Implementation and Support 400+ Customers covered by Support and Services in over 12 countries Network of 25+ Partners, ISVs and OEMs in CE, TK and ME


Data Management

Data Integration Business Analytics

Business Intelligence

Enterprise Architecture

Tools & Mobility

• OLTP & Real Time Database

• High Performance Analytic database

• Data Archiving• Data

Replication• Data

Connectivity• Security &

Auditing• Disaster

Recovery• Big Data

• Change Data Capturing

• Heterogeneous Data Replication

• Data Integration & Transformation

• Data Distribution

• Complex Event Processing

• Data Streaming• Data Quality

Management

• Business & Analytical Reporting

• Executive Dashboards

• Predictive Analysis

• Data Discovery & Visualization

• Enterprise Performance Management

• GRC

• Data Modelling• Data Cleansing

& Quality• Enterprise Data

Warehousing• Metadata

Management• Enterprise

Information Management

• Data Modeling• Business

process• Zachman

framework• TOGAF

methodology

• Mobile Device Management

• Device Security• Development &

Deployment platform

• Mobile Database

• Mobile Applications

• 4GL Development tool

MDSap TechPractices Overview


http://www.google.com.tr/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.freelogovectors.net/turkcell-vektorel-logosu-cdr-ai-files/&ei=xmWRVJ_qD8vLygOXxoKIBw&bvm=bv.82001339,d.bGQ&psig=AFQjCNH2QTkai1PCZPS2gPZKt1AzxYUL9w&ust=1418901510156828

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http://www.google.com.tr/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.sistemakustik.com/biten-isler&ei=ALrUVNfxCcLuUpTBgpAF&bvm=bv.85464276,d.d24&psig=AFQjCNFViUIYqzvvWM-t5h78X_nlDW8ivw&ust=1423313795867416

Analitik dünyadaki değişimler

Over 40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010.

Source: Brian Solis’ Future of Business

TWEET THIS!

http://www.slideshare.net/briansolis/official-slideshare-for-whats-the-future-of-business

http://clicktotweet.com/0zPiH

High Volume10,000’s of events/sec

Scale Sources1,000’s of data sources

Business Networks

1000’s of Companies

Scale Users10,000’s of consumers

Our world is simply too busy – too many things happen too fast.

You need to be able to analyse, understand and react to change.


İş Zekası Değişimi ve Gelişimi Paradigma değişikliği

İş Fokusu

Öncelikli kullanıcılar

Zaman Aralığı

Kullanım Şekli

Veri

Source: Intelligence Solutions Inc.

Operasyonel İZ

Günlük iş operasyonunu yönetmek ve optimize etmek

İş Birim Yöneticileri,CRM, Pazarlama, Operasyon,ADK

Gün içi kısa aralıklar

Vaka(Event) tabanlı, işlenmiş vaka verisi

Gerçek zamanlı, farklı veri kaynaklarından,büyük hacimli, kısa aksiyon

zamanı, akan veri, tarihsel veri

Stratejik İZ

Uzun vadeli organizasyonel hedefler

Üst Düzey, analistler

Haftalar, Aylar, yıl

Sorgu/cevap tabanlı

Tarihsel metrikler,Az sayıda kaynak ,ETL


Information Management LandscapeIntegration, Federation, Operational BI

Tarihsel

Vaka TetiklerKullanıcı Tetikler

Gerçek Zamanlı

Kısmı VeriFederasyonu

Veri Entegrasyonu

Bazlı Raporlama

Operasyonel İş Zekası

AnındaFarkındalık Anlık öneriler

5X+ daha etkili

Sorularınıza , sürekli akan veriler nezdinde anlık cevap alma lüksüne sahipsiniz !

Sadece tarihsel verilerinizin cevapladığı soruları sormak ile limitli değilsiniz


Faster Time To ValueReact Quicker, Create Better Value

Action Taken

Time

Value

Latency

Event Happens

Data StoredAction

Value

What is Complex Event Processing?


Example of Complex Event Processing

17

Traditional BI: “How manyFraudulent credit card transactionsoccurred last week in Istanbul?”

1 2 3 4 5 6 7 8 9

time

Complex Event Processing: “when three credit card authorizations for the same card occur in any five secondswindow, deny the requests and check for fraud.”


CEP is used in different ways

Situation DetectionAnalyze live event streams for patterns which identify business critical situations

Examples:• Fraud Detection• Service Level Targets outside bounds• Customer Behavior Patterns indicate a

problem

Automated responseContinuously adjust business processes to reflect current conditions

Examples:• Automated pricing based on the

market• Real-time Resource allocation

Stream TransformationCleanse, filter and enrich live data streams, turning raw data into data that can be used by other applications

Examples:• Market data cleansing & enrichment• Order trends feeding production

systems

Continuous IntelligenceLive dashboards that show actionable information for better decision making

Examples:• Real-time P&L, Limits, & Exposure Mgmt• Online marketing and offer performance• System monitoring vs target performance

SAP Event Stream Processor


The SAP Event Stream Processor

• Unlimited number of input streams

• Incoming data is processed as it arrives, according to the business logic defined using high level authoring tools

• Send output to apps, dashboards

• Capture data in SAP HANA, Sybase IQ, Sybase RAP for historical analysis, compliance

?

INPUT STREAMS

Sensor Data

Transactions

Events

Reporting Tools

Applications

Studio(Authoring)

Reference Data

SAP® Event Stream

ProcessorSAP HANA, Sybase IQ

Dashboard

Message Bus


Integration Development Performance Scalability

A wide range of adapters

Custom adapters with SDK and Adapter Toolkit

Adapt to existing data models

Cut implementation/ deployment time by 80%

Improve business agility

Reduce/eliminate dependence on specialist programming skills

Multi-threaded, distributed architecture for extremely high throughput

The only CEP technology to have independent (STAC) benchmarks

Hot standby with auto failover

Mature Cluster Management

Key Capabilities


Kompleks Vaka İşleme konusuna 2 temel yaklaşım

KuralMotorları

Sürekli Sorgulama Motorları

(CEP,ESP)

Event Detection: tell me when something happens

Stream Transformation, Data Aggregation

Continuous Intelligence

Event Detection: tell me when something happens

1. Filtering 2. In-memory caching 3. Aggregation over windows 4. Database lookups 5. Database Writes 6. Correlation (Joins) 7. Event pattern matching 8. State machines 9. Hierarchical Events 10. Dynamic Queries

Online Kampanya Sistemi


Kampanya Sistemi - İhtiyaçlar

Müşteri360 Derece Görünüm

Kampanyalar (Online/Offline)

Ürünler/Hizmetler

Hedefler/Gerçekleşenler

Segment, Subsegmet

ÇalışanlarHedefler/Gerçekleşenler

Kampanyalar

Analiz ve Fırsatlar

Ziyaretler

KPI’lar

İş KurallarıDinamik adaptasyon

Hızlı geliştirme ortamı

Çok kanallı entegrasyon

Anlık takip ve raporlama


Online Kampanya Sistemi - Terminoloji



Senaryo-1K3

K2K1

Senaryo-2K6

K5K4

Senaryo-nKx

KmKn

SkorlamaK3

K5

K9K5

..


Kn

Response_Log Offline Kampanya

Export

…

…

…

…

K5

Kx

Ky

K1


Online Kampanya Sistemi – Çözüm Mimarisi

KampanyaData Mart

DWH

KampanyaData Tables

OLTP

KampanyaÖnceliklendirme

(Skorlama)

MüşteriGeridönüşleri

SenaryoMonitörlemesi

ProgramlanmışDışaktarımlar


Şube

ATM

Internet

Call Center

Mobil

Kanallar

Webservice

Message Queue

Sockets

Database

Custom Adapters

BağlantıYöntemleri


Online Kampanya Sistemi – Database Altyapısı


Online Kampanya Sistemi – Bağlantı Yöntemleri

ATM

Şube

Internet Bankacılığı

DB Event Watcher

Replikasyon

SAP SYBASE Event Stream Processor

• Hızlı entegrasyon ve proje geliştirme imkanı

• İşlemin gerçekleşmesi sonucu müşteriyi analiz etme ve aksiyon alma (latency)


Online Kampanya Sistemi – Bağlantı Yöntemleri

ATM

Şube

Internet Bankacılığı

SAP SYBASE Event Stream Processor

• Müşteriyi işlemini tamamlamadan algılamak, analiz etmek ve kampanya önerebilmek

• Entegrasyon süreci daha yavaşWebService, MessageQueue, Socket, Custom Adapters


Fatura Ödeme Yapan Müşteriler – Senaryo1


Şubeden Para Çeken Müşteriler – Senaryo2


Şubeden Para Transferi Yapan Müşteriler – Senaryo3


Kampanyaların Önceliklendirilmesi


Offline Sistemlere Kampanya Çıkılması


Gerçek Zamanlı Kampanya Takibi


Yeni Nesil Teknolojiler ve TECRÜBE

Müşteri360 Derece Görünüm

Kampanyalar (Online/Offline)

Ürünler/Hizmetler

Hedefler/Gerçekleşenler

Segment, Subsegmet

ÇalışanlarHedefler/Gerçekleşenler

Kampanyalar

Analiz ve Fırsatlar

Ziyaretler

KPI’lar

İş KurallarıDinamik adaptasyon

Hızlı geliştirme ortamı

Çok kanallı entegrasyon

Anlık takip ve raporlama


DEMO

https://cloud.saplumira.com/open?key=53E289C780DE3C57E10000000A4E4243&type=HANALYTIC

MDSAP_YENİ NESİL ONLİNE KAMPANYA SİSTEMİ ANLIK KARAR VERME VE UYGULAMA

Presentations & Public Speaking

Transcript of MDSAP_YENİ NESİL ONLİNE KAMPANYA SİSTEMİ ANLIK KARAR VERME VE UYGULAMA