1. ®
The world of payments and
business intelligence
Art A peek into the future
Sankar Narayanan, Fractal Analytics
Director – Client Servicing
Science Kamran Ashraf, Visa Europe
Head of Analytics and Information Services
Big Data Innovation Summit
London, 19 April 2012
Confidential | Copyright © Fractal Analytics 2012 1

2. ®
What is Big data?
Are we Gold prospectors? What is the question?
Information overload Information & espionage
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3. The father of modern day analytics and Big Data? –
®
c.1854
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4. ®
The world of payments and business intelligence
1. Predictive and
accessible
analytics
4. Mobile 2. Sub-optimal
and models - Type
convergence ‘0’ and ‘A’
3. Critical
success factors
- T3 scorecard
Confidential | Copyright © Fractal Analytics 2012 4

5. ®
1. What good is data if we don’t use it!
A leading online grocery retailer, Competing on Analytics
1. The classic NYC traffic problem 2. The case of the broken egg
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6. ®
1.Learn from all customer behaviour data
We use all data sources that provide information about a customer
Self declared Rewards Demographic
Transaction Web behaviour
data data data
data
Collaborative Filtering (learning from similar customers)
Probabilistic Learning Algorithm
Shopper Intelligence
Product Intelligence
Confidential | Copyright © Fractal Analytics 2012 6

7. ®
1.Mapping labels to offers
Offer : Wild Harvest Oatmeal x% off, Responsiveness: High, ROI: Medium, Attractiveness: Low
Customer Product Match : Medium
Recent transactions Life events Recent Offers Rules
Targeted Offer
Confidential | Copyright © Fractal Analytics 2012 7

8. ®
Big data – Lets run a diagnostic on your organisation…
Big data plans
(100%)
Don’t know Oops!
Exec buy-in?
(5%)
No
Yes
Socialise benefits and get buy-in
(65%)
Business
No Budget Yes exploitation
allocated? strategy
agreed?
Develop business case
(25%)
No Yes
Wow ‘business’ with capability Benefits realisation
and design requirements (4%) (1%)
…Very few organisations have tangible plans for leveraging Big data
Confidential | Copyright © Fractal Analytics 2012 8

9. 2. Sub-optimal ‘Type 0’ and ‘Type A’ analytics
®
engagement models
Type 0 Type A
Investment in pure
‘0’ investment, no science, no growth
growth objectives objectives
Objectives Plans
Strategic Data governance, especially Digitisation of data, new data
regulatory feeds
Operational Data warehouse consolidation Big data solutions
Optimisation Longer lifecycles Cutting edge models
Confidential | Copyright © Fractal Analytics 2012 9

10. 3. Critical success factors (CSFs) in the BI/IT domain –
®
T3 scorecard
Talent
Tangible
Trust
…ever closer collaboration
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11. 3. Critical success factors (CSFs) in the BI/IT domain –
®
T3 scorecard
Talent
Tangible
Trust
Confidential | Copyright © Fractal Analytics 2012 11

12. 3. Critical success factors (CSFs) in the Business
®
domain
1. Leadership Vision, prototyping
ROI themes and ‘test & learn’
2. Business 3. Ownership
application Metrics, KPIs = Data dictionary, quality
Themes Test & learn
n el
Chan
Activation –
restaurant
offer +50%
Transaction
Form
Dormancy –
holiday towel
offer +15%
Pr
od
Usage – uct
1 petrol offer in
cents or %
2 3
‘Must-have’ requirements which Move from product to customer
WILL be applied to business view – value, behaviours, triggers and
problems touch points
Confidential | Copyright © Fractal Analytics 2012 12

13. ®
4. Mobile as an engine for growth
It took….
Telephone Television Internet iPod iPhone Facebook Android
38 years 13 years 4 years 3 years 2 years 2 years 1 year
….to reach 50m users
Avoid extinction…
Technology convergence and rise of mobile payments
Within ten 50 billion devices will be Payments initiated by mobile will
years: connected to the Web outnumber transactions on plastic cards
Confidential | Copyright © Fractal Analytics 2012 13

14. ®
In summary & thank you for listening!
• Predictive and accessible
analytics
Art • Sub-optimal models - Type
‘0’ and ‘A’
• Critical success factors – T3
Science scorecard
• Future (of payments) is
mobile and managing
convergence is key
Confidential | Copyright © Fractal Analytics 2012 14

15. ®
In case you didn’t know…
Fractal’s clients achieve competitive advantage by ®
institutionalising analytics
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16. ®
In case you didn’t know…
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17. ®
In case you didn’t know…
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