Friday May 02, 2014

3 Key Practices For Using Big Data Effectively for Enhanced Customer Experience

As organizations focus on differentiating their offering via superior customer experience, they are looking into ways to leverage big data in this effort. Couple of weeks ago my colleague Pete Schutt and I hosted a webcast on this very topic: Turning Big Data into Real-Time Action for a Greater Customer Experience

In this webcast we talked about 3 key practices to make the most out of big data for improving customer experience, which are:

  1. Know your customer leveraging big data: Leverage all relevant data (internal and external; structured, semi-structured, and unstructured) to understand and predict customers needs & preferences accurately.
  2. Capture, analyze, act on data fast to create value: Achieve accurate insight and take the right action fast so your action can be still relevant to the customer’s situation.
  3. Empower employees & systems with insight & smarter decisions: In this step you ensure that the capability to act right and fast is not limited to a few in the organization, but everyone and every system that interacts and influences customers’ experience.


After explaining why these practices are critical to improving customer experience, we discussed Oracle’s complete big data analytics and management platform, as well as the specific products and architectural approaches to execute on these 3 key areas. We focused particularly on data integration for fast and timely data acquisition and business analytics for real-time insight and action, and how they fit together in a real-time analytics architecture.

You can watch this webcast now on demand via the link below:

Turning Big Data into Real-Time Action for a Greater Customer Experience

In this webcast we received many great questions and I have provided below a few of them along with the answers.

Is real-time action related to the Internet of Things?

Yes, more physical things will be connected to the internet, often wirelessly with RFID tags or other sensors and Java to record where they are and what they are doing (or not doing). The IoT will be more practical by automating the information process from capture to analysis to appropriate and immediate action.

What does Oracle have for real-time mobile analytics?

Oracle BI Mobile App Designer empowers business users to easily create interactive analytical applications on any device without writing a single line of code and to also take action and respond to events in the context of their day-today business activities

Can these real-time systems be managed by business users?

Yes, you need the agility for business owners to be able to respond, experiment, and adapt, in real-time as the environment or consumer behavior changes. The systems have to be intuitive enough for users with the business content and context who can easily visualize, understand, and change the patterns they're looking and the rules that are being enforced.

Can the real-time systems use other statistical models or algorithms?

Yes. Oracle Advanced Analytics offer an enterprise version of R and Oracle RTD can source and publish scores from other advanced analytical models such as R, SAS, or SPSS or others.

Where do we get more information about ODI for big data?

 You can start with Oracle Data Integrator Application Adapter for Hadoop. And also take a look at the  Oracle BigDataLite Virtual Machine, a pre-built environment to get you started on an environment reflecting the core software of Oracle's Big Data Appliance 2.4. BigDataLite is a VirtualBox VM that contains a fully configured Cloudera Hadoop distribution CDH 4.5, an Oracle DB 12c, Oracle's Big Data Connectors, Oracle Data Integrator 12.1.2, and other software. You can use this environment to see ODI 12c in action integrating big data with Oracle DB using ODI's declarative graphical design, efficient EL-T loads, and Knowledge Modules designed to optimize big data integration. 

For GoldenGate, can a target be something other than a database, e.g. queue?

Yes, GoldenGate can deliver database changes into JMS message queues and topics, as well as in flat file format. Oracle GoldenGate Application Adapters would need to be used for those use cases. For low-impact real-time data integration into Hadoop systems customers will need to use the Java Adapter within this GoldenGate Application Adapters license as well.

What other data warehouses can does Oracle support for real-time data integration?

Oracle's data integration offering is heterogeneous for both sources and targets. Both Oracle Data Integrator and Oracle GoldenGate work with non-Oracle data warehouses including Teradata, DB2, Netezza, Greenplum.

I invite you to watch this webcast on demand to hear the details of our solution discussion and the Q&A with the audience. For more information big data integration and analytics you can review Bridging Two Worlds. Big Data and Enterprise Data and Big Data @ Work Turning Customer Interactions into Opportunities.

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