1DMP: Marketing Data Platform - the future of data-driven marketing

Company Profile
Make your data clever
Company Overview

cleverdata.ru | info@cleverdata.ru
Make your data clever
Business development
of international
markets
One of the top-3 leading
Russian IT companies;
43 branches in Russia and abroad;
7000+ employees.
Marketing Data Platform
Data collection, client profile
building, data enrichment,
clients analytics;
Data Marketing Cloud
Cloud solution for effective interaction of
data suppliers and consumers.
Development and implementation of
predictive analytic models and Big Data
processing solutions;
In-house centers of development;
Partnership with global leading companies;
Centre of expertise for Big Data and
Digital Marketing technologies.
1DMP

What we do
• Development of high-load low-latency systems, distributed systems for data processing, and
systems for messages and events processing;
• Installation, configuration and development of applications based on Hadoop and NoSQL
solutions;
• Development of DW and automation of data stream processing.
• Rich expertise in machine learning algorithms (SVM, PCA, EM, Naïve Bayes, Deep Neural
Networks);
• Utilization of advanced mathematic tools to solve complicated tasks within a commercial
framework.
Development
Analytics Data Scientists
• Implementation of Campaign Management solutions based on IBM and Teradata products;
• Automation of marketing functionality and detailed customer analytics ACRM;
• Implementation of Splunk solutions for real-time operational analytics.
Implementation Implementation team
Big Data architects and developers
3

Business solutions
Data Management
Platforms
Customer base
and experience
management
Marketing
automation
Building of analytical DWs, development of
solutions for raw data collection based on Hadoop
stack and other Big Data technologies, and
knowledge extraction and auditory segmentation.
Building of predictive models of data processing
for effective retail customer relation management,
churn management, cross-sales, micro-
segmentation, 360° client profiling and scoring
models.
Implementation of omni-channel targeted
marketing across global leading vendors’
(campaigns, event-based marketing, customer
web experience management).
Our objective is to make your business more effective with the help of DATA
4

5
Survival is not the
strongest nor the
most intelligent, but
the one who best
adapts to changes

Now we are definitely in the DIGITAL BUSINESS era
6
2000 2005 2015 2020
Web E-Business
Digital
Marketing
Autonomous
Business
Digital
Business
Business
PeoplePeople
Business
People
Business
People
Things
Business
People
Things
Smart
Machines
In 2015, the big issue for enterprises is no longer about digital
transformation. It’s now about what business leaders will do with
their digital advantage

7
• Lives in the Digital word
• Is always online
• Has no focus
• Is advertising immune
The Modern Client

8
Digital Business
Client is in focus

Client understanding = Business Priority №1
9
89% of customers will switch to another brand because
of a poor customer experience
We need to do two things:
to attract customers and
keep them.
The latter is more important
but more difficult: Once the
user is disappointed in the
service, they are unlikely to
return

cleverdata.ru | info@cleverdata.ru 1
“In 2017, the CMO will spend on
technology more than the CIO”
CMO - Chief Marketing Officer
CIO - Chief Information Officer

cleverdata.ru | info@cleverdata.ru 1
MORE MORE LESS
3 PURPOSES OF MARKETING
CLIENTS SALES SPEND

How to achieve all these goals at once?
What is the basis of the modern approach to marketing?

WHICH of your clients WHAT product to recommend
via WHAT channel of communications at WHAT time
• Customer profile building
• Micro segmentation
• Churn prediction
• Models for product
recommendations
• Prediction of respond for each
channel of communication
• Marketing signs and event detection
• Detection of the moment of maximum
propensity to make a purchase
• Collection of any types of data related to sales and customers interactions;
• Data processing with the use of machine learning algorithms.
1
Interest to products
Last events for customer Х
Data-Driven marketing
DATA

Data-driven marketing based on Big DATA
1dmp.io | info@cleverdata.ru
Three simple steps to efficiency
• To collect a huge volume of DATA
• To analysis DATA by using advanced analytics
• To use insights with maximum effectiveness
Efficiency confirmed by real experience:
One of the options
Targeted marketing
communications give + 14% CTR
and +10% conversion
Targeted offers are 18 times
more effective compared to standard
e-mailing
Tripled marketing
campaigns
effectiveness

Data Marketing Platform
Data Management Platform for Data-Driven Marketing
1DMP
Data collection and
management for
in-house advanced
analytics
«like ACRM but out of
the box»
1DMC
«Data Exchange» for
unique external data
delivery and
collaboration
with data partners
«like Equifax but for
marketing»

customers leave
DIGITAL TRACKS

the most valuable
customers leave traces
across your DIGITAL
resources and IT systems
IT’S YOUR OWN DATA

If this data is not collected and saved you
will never know it’s value
Do not let the trail disappear

Data collection and analytics
Customer Transactions
CRM
1thParty
Campaign Management
Call Center
Web/Mobile analytics
Applications
and systems
integration
Queue data
Product buying statistics
Loyalty and churn rates
Sensibility to communications
Machine
Learning
Decision
Modelling
Personalit
y Profiling
Trigger
Identificati
on
Event
Prediction
Relationsh
ip Profiling
Real-time
Analysis
Predefined models:
• Churn prediction
• Response prediction
• X-sale modeling
Advanced data analysis
• Machine learning algorithms application
• Rule-based segmentation
• Text mining and clustering
• Look alike algorithm for segmentation
• Internal and external data application
• Permanent self-learning models
Churn
35%
Loan
exposure.
LOW
Family income.
MID
Investments,
economy
66%
Cars
50%
Real Estate
90%
Savings
80%
Technology
63%
Activities
28%
LTV
MID
Life time
35.2 m
Loyalty
75%
Communication
rate
20%
Response
rate
18%
Complaint
0%

Data collection and analytics
CRM
1thParty
Campaign Management
Call Center
Web/Mobile Analytics
Applications
and systems
integration
Queue data
Products buying statistics
(Prescriptive)
What do I have to do next?
DATA
(Predictive)
What possible will happen?
(Diagnostic)
Why did this happened?
(Descriptive)
What happened?
Decision support
Decision automation
ACTIONDESICION

Customer buying behavior from their receipt data
• People buy pharmacy goods will also − with a high
probability − buy other pharmacy products (plausible).
• People who buy pharmacy goods will also − with a high
probability − buy perfume (they are complimentary).
• Interestingly, pharmacy goods are also often bought together
with stationery (this is not so obvious).
• Battery purchases are not correlated with
anything (i.e. they are often bought
alone).
How to increase sales based on data about pharmacy goods
We need more data!

1dmp.io | info@cleverdata.ru 22
Digital channels now reach very deep
into people’s lives. To gain control over these points of access, forward-
thinking businesses are creating highly personalized experiences that
engage and delight consumers—without breaching their trust.

Customer buying behavior from their receipt data

• Data belongs to it’s owner;
• Data Exchange does not determine prices.
Data Exchange is based on data owners interaction, not on
aggregation and reselling
• +10 data suppliers;
• Any types of data available on market;
• Single point of integration and payments;
• Data and auditory protection;
• Cross-device identification, high data density,
maximum hit rate;
• Unique interaction mode – shared learning.
Data supply:
• Auditory segments
• Personal profiles
• Data activation
• Targeted marketing;
• Risks and scoring management.
24

Data collection
CRM
1thParty
Campaign Management
Call Center
Web/Mobile analytics
Applications
and systems
integration
Web
Crawler
Online classifieds
Ecommerce sites
Forums and blogs
3rdParty
Social media data
Online ads (RTB)
Internet traffic
Public Data
Exchange
Business partners data
2thParty
Private DMP
• Text collection and analysis
• Classification
• Key words
• Events and facts detection
• Payment systems
• Retailers
• Airlines
• Auto dealers
Queue data
Products buying statistics
Intentions
Preferences and interests
Socio-demographic data
Contacts, social network
Behavioral characteristics
Financial state
Financial habits
Products preferences
Intentions and events
Channels for leads
generation
• RTB advertising:
• Mobile marketing:
• Email marketing:

What is 3D customer profile
Churn
35%
Loan
exposure.
LOW
Family income.
MID
Investments,
economy
66%
Cars
50%
Real Estate
90%
Savings
80%
Technology
63%
Activities
28%
LTV
MID
Life time
35.2 m
Loyalty
75%
Communication
rate
20%
Response
rate
18%
Complaint
0%
• Single customer or micro segment orientation;
• Reflection of the customer profile evolution –
trends and forecast;
• Real life operational data for marketing offers.
Accessible for marketers at any one time
Marketing signal
Dynamics of Travel interest

1DMP - Data Marketing Platform
Data collection and storing:
• In-house data
• partnering companies data
• open source data from the Internet
• public data suppliers
3D customer profile
calculated by using artificial
intelligence
Use for targeted marketing across all channels

Data Management Data Analysis
Customers and Audience AnalysisCooperation with Partners
28

• Raw data storage and processing, including Big Data;
• Data source, DSP platforms and auction integration;
• High availability DW for processes information,
customers segments and profiles in accordance with
OpenRTB standard;
• Data collection from Internet (web crawler) and first-
party data enrichment;
• Text in natural languages analysis;
• Auditory and customer base analytics, management and
analysis;
• Data processing with the use of predictive analytics;
• Models and learning selections management;
• Web user tracking and tag management;
• Auditory segmentation and data mark-up, processing
rules setting.
1DMP
Big Data
storage
Machine
Learning
Real Time
storage
Predictive
analytics
GUI
Tag
Manager
31

Deployment options
Cloud service 1DMP.IO
On-premise deployment based
on open source components
Oracle Big Data Appliance
Deployment
1DMP Cloud service current version
Customization
On-premise
deployment and
integration
Analytical model
customization
Customer version support
2-3 months for business results
Data suppliers
connection
Solution delivery under AGPL license

1DMP for Enterprise
PARTNER PERSPECTIVE
1DMP platform on Oracle Big Data Appliance
will allow customers to build their own data
management solutions, such as tools for the collection and
classification of web data, and user profile management
within the data driven marketing model
- Denis Afanasev, CEO
 The system was able to handle 101 361.32 requests per
second with the 99th percentile of latency equal to 1.17ms.
This means that Big Data Appliance was able to handle
1.45 times more requests per second with the 1.7 times
better latency using just a single nod;
 Classification time of the same dataset on the 3 nodes of
Oracle Big Data Appliance took 25.45 mins, which is 4.81
times faster than a baseline;
 Classification time of the same dataset on the 6 nodes of
Oracle Big Data Appliance took 11.28 mins, which is 5.43
times faster than the expected baseline.
COMPANY OVERVIEW
 CleverDATA
 Industry: Information technology
 Employees: 20
 Revenue: $1M
GOALS/OBJECTIVES
 CleverDATA is a Big Data ISV in Russia specializing in solutions which support
our client’s marketing campaigns. The company developed 1DMP – a data
management platform which uses Hadoop and Aerospike NoSQL DB on a
technology layer. We are going to migrate 1DMP to Oracle NoSQL and BDA
and to certify the solution on BDA under BDA Ready and Optimized Program
SOLUTIONS
 1DMP 0.5.0.0
 Oracle NoSQL Database
 Oracke Big Data Appliance
 Cloudera Distribution of Apache Hadoop (CDH 4.x & 5.x) + Cloudera
Manager
RESULTS

1DMP: Marketing Data Platform - the future of data-driven marketing

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