Join Cloudera as we outline how we use Cloudera technology to strengthen sales engagement, minimize marketing waste, and empower line of business leaders to drive successful outcomes.

1. January 30, 2019
THE CLOUDERA STORY -
SHORTENING THE SALES CYCLE WITH A
MODERN DATA WAREHOUSE

2. 2 © Cloudera, Inc. All rights reserved.
PRESENTERS
Stefanie Dombek
Director Marketing
Operations & Analytics
Mitch Gomulinski
Senior Marketing Manager
Customer Insights
Michael Stephenson
Senior Data Architect

3. 3 © Cloudera, Inc. All rights reserved.
AGENDA
• Introduction
• The Challenge
• Our Solution
• Results
• Q&A

4. 4 © Cloudera, Inc. All rights reserved.
We believe that data
can make what is
impossible today,
possible tomorrow
We empower people
to transform complex
data into clear and
actionable insights
We deliver an
enterprise data cloud
for any data, anywhere,
from the Edge to AI
the enterprise data cloud company

5. 5 © Cloudera, Inc. All rights reserved.
TOP INDUSTRY VERTICALS
BANKING
TOP GLOBAL
• Spend analytics
• Churn modeling
prediction
• Proactive care
• Barclays
• Bank of America
• Citi
HEALTHCARE
TOP GLOBAL
• Single view of
patient
• Regulatory
compliance
• GlaxoSmithKline
• Symphony Health
• Sharp Healthcare
TECHNOLOGY
TOP GLOBAL
• Customer
analytics
• Sentiment
analytics
• Cisco
• Intel
• NetApp
TELCO
TOP GLOBAL
• Customer care
• QoS Analytics
• Social Churn
• Comcast
• British Telecom
• Bharti Airtel
CUTOMER
INSIGHTS
USE CASES
CUSTOMERS
Customers across
all verticals
568 Customers
with $100K+
Software ARR
Plant the flag
international
strategy

6. 451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
Digital transformation is about the application and exploitation
of technology in all aspects of an organization’s activity.
… Success isn't only about the technology.
It’s about rethinking strategy, culture, talent, operating models
and processes.
ˈdɪdʒɪt(ə)l/
adjective
ˌtransfəˈmeɪʃ(ə)n
nounDigital Transformation

7. 451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
451RESEARCH.COM
©2018 451 Research. All Rights Reserved.
Reducing customer
friction points
30%
Managing data growth Simplifying operations
to eliminate manual and
paper-based processes
34%42%
Pain points driving digital transformation

8. 8 © Cloudera, Inc. All rights reserved.
DIGITAL TRANSFORMATION’S IMPACT ON SALES & MARKETING
DRIVING
MEANINGFUL
ENGAGEMENT
& GROWTH
REACHING
RIGHT PEOPLE
AT THE
RIGHT TIME
ALIGNING
SALES &
MARKETING
OBJECTIVES
TYING
DATA TO
DECISION
MAKING

9. 9 © Cloudera, Inc. All rights reserved.
CLOUDERA APPROACH TO BECOMING DATA-DRIVEN
THINK BIG
START SMART
ITERATE OFTEN

10. 10 © Cloudera, Inc. All rights reserved.
THE BUSINESS PROBLEM
Sales lacks integrated integrated
information to make informed,
educated business decisions
Who do we target, with what
message, when?
How do we create the most
comprehensive, single view of
customers?
THINK BIG
START SMART
ITERATE OFTEN

11. 11 © Cloudera, Inc. All rights reserved.
THE SOLUTION
CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN

12. 12 © Cloudera, Inc. All rights reserved.
INTENT DATA
Intent Data tells you what businesses are interested in
Through the observation of business users’ content
consumption, Intent Data identifies the increased interest and
research activity that takes place prior to purchase, thus
indicating potential ‘intent’ to take on action.
THINK BIG
START SMART
ITERATE OFTEN

13. 13 © Cloudera, Inc. All rights reserved.
V0: THE EXCEL SPREADSHEET
THINK BIG
START SMART
ITERATE OFTEN

14. 14 © Cloudera, Inc. All rights reserved.
V0: CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN

15. 15 © Cloudera, Inc. All rights reserved.
V0: THE EXCEL SPREADSHEET
THINK BIG
START SMART
ITERATE OFTEN

16. 16 © Cloudera, Inc. All rights reserved.
V0: CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN

17. 17 © Cloudera, Inc. All rights reserved.
V1: PUT THE DATA INTO A MODERN DATA WAREHOUSE
THINK BIG
START SMART
ITERATE OFTEN
CRM Data
Intent Data
ENRICHMENT
Dashboards/
Actionable Insights
Hourly
Processing SFDC
Database
Structured
Day 1
Day 2
Day 3
Day N
...
Bombora
DatabaseDaily
Processing
Raw
INGEST &
STREAMING
DATA
SCIENCE
DATA
WAREHOUSE
OPERATIONAL
DATABASE
DATA
ENGINEERING
CORE
SERVICES

18. 18 © Cloudera, Inc. All rights reserved.
The Industry’s First Enterprise Data Cloud
From the Edge to AI
Data
Engineering
Data
Warehouse
IoT, Ingest &
Streaming
AI, ML &
Data Science
Enterprise Data Cloud

19. 19 © Cloudera, Inc. All rights reserved.
THE SOLUTION
CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN

20. 20 © Cloudera, Inc. All rights reserved.
V1: VIEW 1
THINK BIG
START SMART
ITERATE OFTEN

21. 21 © Cloudera, Inc. All rights reserved.
V1: VIEW 2
THINK BIG
START SMART
ITERATE OFTEN

22. 22 © Cloudera, Inc. All rights reserved.
V2: CREATE A SALES RECOMMENDATION ENGINE
CREATE A SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN

23. 23 © Cloudera, Inc. All rights reserved.
V2: TRENDING
THINK BIG
START SMART
ITERATE OFTEN

24. 24 © Cloudera, Inc. All rights reserved.
V3: THE BUTTERFLY CHART
THINK BIG
START SMART
ITERATE OFTEN

25. 25 © Cloudera, Inc. All rights reserved.
V4: SALES RECOMMENDATION ENGINE
THINK BIG
START SMART
ITERATE OFTEN

26. 26 © Cloudera, Inc. All rights reserved.
ALWAYS ON ADVERTISING
ANALYTICS
CORE
ANALYTICS
COMPETITOR
CLOUD
OTHER
MACHINE LEARNING
(CORE, CYBER, IOT)
THINK BIG
START SMART
ITERATE OFTEN

27. 27 © Cloudera, Inc. All rights reserved.
RESULTS
SIGNIFICANT
BUSINESS
DEALS
INCREASE IN
CUSTOMER/
PROSPECT
ENGAGEMENT
DECREASE IN
COST PER
ACQUISITION

28. 28 © Cloudera, Inc. All rights reserved.
WHAT’S NEXT? THINK BIGGER!
THINK BIGGER
START SMART
ITERATE OFTEN

29. 29 © Cloudera, Inc. All rights reserved.
PICKING BETTER CUSTOMERS VIA MACHINE LEARING
THINK BIGGER
START SMART
ITERATE OFTEN
PROPENSITY
MODELING
ENTERPRISE
DATA CLOUD
Dashboards/
Actionable Insights
Which
companies
have
high-yield
potential?
Which potential
high-yield
companies are
likely to buy
soon?
What is the
probability of
winning a given
opportunity in
the pipeline?EXTERNAL
DATA
INTENT
DATA
CRM DATA INGEST &
STREAMING
DATA
SCIENCE
DATA
WAREHOUSE
OPERATIONAL
DATABASE
DATA
ENGINEERING
CORE
SERVICES
SUPPORT
DATA

30. © Cloudera, Inc. All rights reserved. 30
Quickly enable business analytics by sharing petabytes of verified
data
across thousands of users while surpassing demands of SLAs and
costs
Massive, Diverse Data Security,
Governance
User Profiles, Use Cases Self-Service EverythingAutomation, Consistency
Experiments, Time to Value
OUR VISION: CLOUDERA MODERN DATA WAREHOUSE

31. 31 © Cloudera, Inc. All rights reserved.
REMEMBER, BECOMING DATA-DRIVEN IS A JOURNEY
THINK BIG
START SMART
ITERATE OFTEN

32. THANK YOU