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Customer Insight Appliance

Enabling retailers to understand and serve their customer

2 Customer Insight Appliance for Retail - Data Sheet


Enabling retailers to understand and serve their customer.

Technology has empowered today’s consumers, forever changing the retail landscape. Consumers are making informed purchases using smartphones, social media and web search engines to maximize their options, boldly redefining how and with whom they shop.

Retailers need better information and insight about their customers to compete. IT organizations must support new ways to identify a customer, integrate disconnected and siloed applications found throughout today’s enterprise and manage growing data volumes that impede the scalability of analytic applications.


Customer Insight Appliance (CIA) integrates software, hardware and analytics to create an omni-channel view of customers. Leveraging its smart, adaptable and endlessly extensible architecture, CIA provides the flexibility to bridge the digital and physical worlds now and into the future. Deployable in a matter of weeks, CIA plugs into operational systems and makes a retailer’s interaction with their customers fast, relevant and personal.

Key Features

Leveraging the unique parallel processing capabilities of the IBM Netezza Analytic Appliance Platform, CIA provides:

• Flexible and scalable customer omni-channel data model.

• Data management utilities for input sourcing, integration and ongoing maintenance.

• Customer behavioral segmentation and analytics.

• Best practice analytic reporting built on IBM Cognos utilizing CIA’s

flexible and expansive data model for unparalleled speed to insight.

Customer Lifetime Value

• CIA analytics enable retailers to understand customer lifetime value, to optimize marketing and customer service spend based on customer value.

Improved ROI on Promotions

• Leveraging propensity and predictive analytics to understand 'what' to offer a customer and 'when', increasing overall ROI and customer satisfaction.

What is CIA? A leading edge customer insight appliance built on the IBM Netezza Analytic Platform, containing:

Analytic Database Appliance: a purpose-built platform for retail data warehousing and analytics projects.

Omni-Channel Customer Data Model: a logical and physical model allowing the addition of new sources, attributes and hierarchies without the costly and time consuming involvement of IT.

Data Management: tools and blueprints for implementation and ongoing maintenance of CIA.

Behavioral Attributes & Analytics: rapid profiling of customer behavior, representing responsiveness to the retailer’s holistic value proposition.

Reporting & Customer Application: a collection of best practices that deliver customer insight within weeks of deployment.


Faster Customer Segmentation and Marketing Campaign Execution

• CIA’s embedded behavioral attributes can be

quickly scored without sending data to another application or data environment. Quickly delivering, near real-time, insights that enable personalized marketing, communications and offers that are more relevant to the customer.

Higher Conversion and Retention

• The rich set of customer behavioral information CIA

provides, leads to more informed customer interactions, developing stronger retention and loyalty for the retailer.

Key Technology Benefits:

Speed and Simplicity

• The CIA solution, deployed in just weeks, delivers immediate results, without excessive consulting services.

Access

• CIA reveals key behavioral attributes and other customer analytics, which can be re-scored by the user, to create targeted customer lists without help from IT.

Flexibility

• CIA’s flexible data model supports the addition of new data sources and the creation of new attributes, without major change.

Scalability • CIA leverages the underlying Netezza appliance

platform, that will easily scale as data grows. Analytic Performance

• The CIA analytic platform is optimized to return complex queries running against the lowest leaf level data, much faster—10 to 100X— than any other database platform.

...providing multi-channel customer insights with time-to-

value measured in weeks.


and lasting customer relationships.

The model leverages the massively parallel • Presents a single, integrated view of the customer for

analytics and operations.1 processing (MPP) environment of the IBM Netezza Analytic Appliance to provide a high performance

•

Supports known and anonymous customers. environment that is both scalable and flexible.

• Roots behavioral attributes embedded into the model.

extensible, allowing the addition of new sources, attributes and hierarchies without the costly and time

• Supports unlimited Customer Segmentations, whether defined externally or on the CIA platform.

consuming involvement of IT to implement modifications. • The end-to-end CIA Solution supports:

Omni-Channel Customer Data Model

Successful companies put customers at the center of everything they do, competing on the value they provide.

Using data from internal and external sources to understand customers and optimize services, they leverage advanced analytics to help improve and personalize customer service and utilize insight delivery schemes to embed smart information into the extended enterprise.

From the start, CIA was designed to handle massive amounts of data and increasingly sophisticated analytics most data warehouse environments struggle to support.

Successful companies put customers at the center of everything they do.

CIA Data Model Module

The CIA Data Model harmonizes enterprise customer data assets to create a single view of customers across channels, touch points and time, providing analytics that build richer, more profitable

Key Features • Includes Logical and immediately deployable Physical

models.

• Optimized for massively parallel processing.

The CIA Data Model, both logical and physical, is

CIA’s expansive and expandable data model combined with a hyper fast IBM Netezza Analytic Appliance will provide your business with first to insight/first to action capabilities.

∗ Main (Base) Database

∗ Staging

∗ Reporting

∗ Processing Status

∗ Metadata

∗ Semantic Layer

∗ Data Quality 1 Creation of integrated customer leverages matching algorithms that align physical and digital touch points using Aginity’s Customer Identification Solution.


Data Management

The CIA Data Management Module leverages Aginity’s tools and best practices for accessing, loading and extending the Customer Insight database, improving delivery speed and reducing the expense of ongoing maintenance.

Typical data warehouse solutions focus on short term implementation goals, building one-off routines for every new data source, reporting need and extract. In many cases, slow IT responsiveness results in analysts loading their own data and an “accidental architecture.”

The CIA Data Management Module, combined with a flexible data model, allows you to avoid these issues by providing tools and blueprints for implementation and ongoing management of CIA.

CIA Data Management Module

The Data Management Module is a collection of best practices that help you avoid costly production delays and design a solid and sustainable end-to-end data management process.

...improving delivery speed and reducing the expense of ongoing maintenance.

Key Features

The Data Management Module contains the blueprint for an Extract Transform Load (ETL), Extract Load Transfer (ELT) or hybrid approach to managing and supporting CIA in your production environment.

The module provides support for:

Input

• Source mapping to the target model • Surrogate key management and generation • Data capture changes • Relationship creation

Enrichment

• Segmentation • Behavioral attribute generation

Output

• Star schema generation • Wizard driven dimension generation

Key Technology Benefits • Wizard driven utilities optimized for the Customer

Intelligence Appliance. • End-to-end support of the data warehouse life cycle; from

inputs to outputs.

• Best practice examples, code and utilities to be used as is or as detailed models.

• SQL patterns and examples for quick construction of on-going CIA operations.

• A blueprint that IT organizations can use to grow the

number of input sources that become part of CIA.


Behavioral Attributes & Analytics

CIA provides a rich set of behavioral attributes effectively creating a multidimensional view of each customer.

This view enables differentiation based on behavior. These measures, coupled with the CIA Data Model and the IBM Netezza Analytic Appliance, facilitate rapid model creation and scoring. A foundation of customer understanding is formed, that grows and adapts to changing behavior, channels and identities over time.

With CIA, retailers improve their speed to market with predictive analytics, effectiveness of offers and relevancy of messaging, all within one tool.

A clear picture of customer lifetime value so retailers can optimize spend and improve customer loyalty.

CIA Behavioral Attributes Module

The behavioral attributes embedded in the CIA data model enable rapid profiling of customer behavior.

This includes preferred channel for purchase, product categories purchased, propensity to respond to promotions, price sensitivity, frequency of web site or store visits, average total lifetime purchase size (across all channels or in a specific channel), and time elapsed since last purchase.

Using these attributes, retailers can create focused customer target lists that result in a high ROI when executing campaigns and offers. They also seed merchandising decisions like assortment planning and pricing optimization.

The result is sophisticated customer experience planning; enabling the rapid development of customer-based strategies and performance objectives and the implementation of a truly customer-driven go-to-market approach.

Key Benefits • Faster, richer customer segmentation and marketing

campaign execution

• Multidimensional segmentation models

• Higher conversion and retention rates

• Improved ROI on promotions

• Improved customer lifetime value

• 360-degree customer view


Reporting & Customer Application

The CIA Reporting and Analytics Module is a collection of best practice analytics and reports allowing you to gain customer insight and take action, within weeks of deployment.

Retailers need visibility into customer behavior across devices and channels to understand questions such as multi-channel purchase intent and marketing response, then profile and act directly with those customers. Retailers also need to know the impact product decisions have on these customers.

Using the IBM Cognos platform, CIA includes a set of pre-defined KPI’s, dashboards and analytic reports made available to users automatically, as part of the deployment process.

Create ROI and benefit within weeks of deployment.

Key Benefits

• Retailers gain insight and value from the CIA solution quickly, creating ROI and benefit from the project within weeks of deployment.

• CIA’s analytic reporting capability leverages the embedded CIA Behavioral Attributes and easily incorporates externally defined segmentations and direct marketing target lists.

• CIA extends traditional reporting from insights to one that creates and measures actionable results.

CIA Reporting Starter Kit Features • Configurable top-level dashboard with KPI’s.

• Drill-across functionality to understand who is responding, buying and the kinds of customers retained and lost.

• On-the-fly segmentation that incorporates Behavioral Attributes and other segmentations.

• Key reports include:

∗ Customer profile

∗ Cross-channel market basket

∗ Cross purchase

∗ Customer lifetime value analytics

∗ Segment migration

∗ Campaign response

∗ Top products

∗ On-the-fly segmentation

We are thought leaders in Big Data and Scalable Analytic Solutions. We combine this experience with industry-proven Best Practices to deliver value to our customers every 90 days. Our method, Velocity Suite,™ accelerates Time-to-Benefit without sacrificing quality.

When data drives your business - think aginity.

To learn more about the CIA Solution, email [email protected]

© Copyright Aginity LLC 2012 Aginity LLC 1603 Orrington Avenue Suite 1250 Evanston, Illinois 60201

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