Gartner Customer 360 Summit 2012

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Vantive Media

Gartner Customer 360 Summit 2012 in Orlando, FL

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Today, companies are using various channels to communicate with their customers. As a consequence, a lot of data is created, more and more also outside of the traditional IT infrastructure of an enterprise. This data often does not have a common format and they are continuously created with ever increasing volume. With Internet of Things (IoT) and their sensors, the volume as well as the velocity of data just gets more extreme. To achieve a complete and consistent view of a customer, all these customer-related information has to be included in a 360 degree view in a real-time or near-real-time fashion. By that, the Customer Hub will become the Customer Event Hub. It constantly shows the actual view of a customer over all his interaction channels and provides an enterprise the basis for a substantial and effective customer relation. In this presentation the value of such a platform is shown and how it can be implemented using DataStax Enterprise as the backend.

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media streams and Internet of Things. Events have to be accepted quickly and reliably, they have to be distributed and analysed, often with many consumers or systems interested in all or part of the events. How can me make sure that all these event are accepted and forwarded in an efficient and reliable way? This is where Apache Kafaka comes into play, a distirbuted, highly-scalable messaging broker, build for exchanging huge amount of messages between a source and a target. This session will start with an introduction into Apache and presents the role of Apache Kafka in a modern data / information architecture and the advantages it brings to the table. Additionally the Kafka ecosystem will be covered as well as the integration of Kafka in the Oracle Stack, with products such as Golden Gate, Service Bus and Oracle Stream Analytics all being able to act as a Kafka consumer or producer.

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The concept of a 360° view, especially of customers, although it potentially applies to other things too, has been around for a substantial period of time. The idea behind the 360° view of customers is that the more you know about your customers the easier it will be to meet their needs, both in terms of products and aftersales care, and to market additional goods and services to them in the most efficient fashion. Thus a 360° view helps both in terms of customer retention and acquisition, as well as up-sell and cross-sell. In this presentation which complements Bloor Whitepaper on the "Extended 360 degree view" we will discuss why we believe that extending the traditional 360° view makes sense and we will give some uses that demonstrate why the extended 360° view represents an opportunity, both for those that have already implemented a 360° view and for those that have not.

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