S2: Building the Capability for Effective Customer-Centric Analytics
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  David Loshin   David Loshin
Knowledge Integrity


Thursday, September 22, 2016
08:30 AM - 04:00 PM

Level:  Intermediate

Designing a big data customer analytics platform for customer centricity requires more than acquiring data sets, dumping that data into a data lake, and setting those predictive analytics tools loose. In practice, those within the organization must be able to transform the existing operational environment into one that is receptive to (and facilitates) analytics as part of the customer lifecycle processes, and must guide the business analysts to determine where the business opportunities exist and how they can be addressed through this transformation.

This tutorial introduces the concept of the customer lifecycle, and explores how the stages of the customer lifecycle rely on high-quality synchronized customer data. We will examine how the organic evolution of the application landscape has created roadblocks to successfully implementing a customer-centric analytics environment, both from a data architecture and a process perspective. The tutorial then looks at envisioning a customer data architecture designed to align with the different stages of the customer lifecycle and ensure that the shared customer view is synchronized to prevent conflicting views across business functions and processes. We will discuss ways to transition from the existing architecture to the envisioned approach. Finally, we examine how analytics methods can be applied at different customer touch points to improve overall outcomes.

Attendees will learn about:

  • The stages of the customer lifecycle.
  • How siloed customer data sets create confusion and inconsistency.
  • Data architecture for customer information.
  • Aligning the customer data domain with lifecycle touch points.
  • Identifying opportunities for improvement in customer centricity.
  • Using analytics to improve outcomes.

David Loshin is the President of Knowledge Integrity, Inc, (www.knowledge-integrity.com), a consulting company focusing on information management solutions (information quality, business intelligence, metadata, and data governance). David is among Knowledge Integrity’s recognized experts in information management, contributing to Intelligent Enterprise and DM Review, and is a channel expert for the Business Intelligence network (www.b-eye-network.com).

David's books include "The Practitioner's Guide to Data Quality Improvement" and "Master Data Management,” and his book, "Business Intelligence: The Savvy Manager’s Guide" (June 2003) has been hailed as a resource allowing readers to "gain an understanding of business intelligence, business management disciplines, data warehousing, and how all of the pieces work together." David has created courses for TDWI, DATAVERSITY, and any other number of venues, and is often asked to provide thought leadership to the Information Management Community.

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