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Overview and Definitions
The common approach to segmentation is through clickstream data or custom
developed solutions
Clickstream data is too simplistic and custom solutions require guesswork and are
static and inflexible
The root cause of the problems is poor data
Collecting data with “context” solves the problems
OpTier can help collect business data with “context”
Big Data Analytics is the process of storing large amounts of data, performing analytics on those data, and
providing real business benefit. It is NOT solely data generated by social media outlets
Transaction refers to any business process that is supported by applications or systems. Examples include “make
payment,” or “checkout,” or “search”
Context is the “who”, “what”, “where” information associated with a transaction - also referred to as meta-data.
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Segmentation Challenge 1: Clickstreams are too simplistic
Clickstream tools provide pre-defined groups that are easy to find (east vs. west coast)
and used by everyone. Success is completely dependent upon the vendor guessing
what your segments are.
The Impact
It is very expensive (or impossible) to
customize, and you cannot experiment to
find groupings that are relevant to you.
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Segmentation Challenge 2: Custom Guesswork
These groupings are a point in time – they get stale or change dynamically.
In order for IT to determine what data need to be collected,
business has to pre-define their use cases and make
assumptions around what segmentation groups are
important.
The Impact
You don’t have the ability to let the data drive segmentation from the
beginning, and collecting new data will often involve application
changes, making it very expensive to make changes if you are wrong.
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Segmentation Challenge 3: Static and Inflexible Groups
Even if you correctly guess the data that IT needs to collect, businesses and customer
behavior changes rapidly. Static groups defined by business are only valid for a point in
time.
A customer segmentation strategy that involves analytics
tools that are decoupled from an IT-driven data collection
process, will not provide the agility to keep up with change.
The Impact
You don’t have the ability to let the data drive segmentation from the
beginning, and collecting new data will often involve application
changes, making it very expensive to make changes if you are wrong.
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How Transactional Data Captured in Context Helps Solve These Problems
Segmentation Challenge OpTier Big Data Analytics Solution
Simplistic Go beyond the browser! Don’t rely on 3rd party software vendors to tell you
what segmentation groups are important to your business. Let your
transactional data drive your segmentation.
Custom Guesswork OpTier collects and store all transaction instances and provides business
users direct access to experiment with data, “test” new segmentation groups,
and re-define segmentation as needed based on the data being collected.
Static and Inflexible Go beyond the browser! Many tools can do click-stream analysis, but most of
your critical business data is inside the application. OpTier opens this data up
to you.
Ask the wrong questions! Analytics, including customer segmentation is an
experimental, trial and error process. OpTier gives you flexibility on the data
you collect and how it is analyzed in real time, without the dependency and
expense of IT.
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Which Leads to Vast Amounts of Effort in Prep
& the core reason why it’s hard to be flexible
Typical BI/BA Effort
Source: Gartner (March 2012) Typical analytic process using CRISP-DM, the cross-industry standard process for data mining methodology 10
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The OpTier Perspective
The key to segmentation is establishing business context in as near real-time as possible in order to capture:
WHO End user and customer data
WHAT What were the user actions and behaviors
WHERE Location and access points
HOW Device type, channel, formats, TRX path, etc.
WHEN Timings, frequency, etc.
WHY Unique business data
SERVICE Success / failure, abandon, follow-up
… across the entire customer interaction, and across the entire end – end business service
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OpTier Big Data Analytics
• Creates a new and continually updated data set of transactions in real time,
that has "in the moment" information about the customer
• Blend transactional data with your traditional customer static database
• Slice and dice customer behaviors
• Instance storage
• Easy to use analytics tools and dashboards to give business users crucial
information without a lot of work
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Data Capture – Context Building
Big Data Store
Web
User Experience Internal Data Business Outcomes
Mobile
User Classification
Device
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Active Context Tracking TM
Business Service Performance
Business Service Analytics
Common Transaction Dimensions
End User Experience
Application – Online Banking
Root Cause and Tier Deep Dive
Real-time Transaction Discovery & Flow Type – Get Balance
SLA Management, Alerting, Reporting User – A.Gold55
Cross Tier Latencies Network Origin – 192.168.237.1
End – End Application Performance
All Transactions, All The Time
Tier 11
Tier Tier …N
Tier 2
Tier 2
Think of OpTier’s Active Context Tracking like a TX
“FedEx for Transactions”, in which we stamp
a unique identifier to the transaction.
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Demonstration
• Creating an enhanced customer data set with real-time flows of data and third party data
• Including business relevant indicators and statistics into traditional customer behavior dashboards.
• Extracting the true meaning of customer behaviors by looking deeper in to the infrastructure
• Removing the division between your analytics process and your visualization/reporting process.
• Re-segmenting your customers in real-time, using your own business rules
• Re-segmenting your customers from the original instance data, not aggregated statistics
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Customer Segmentation Without OpTier
External Accounts Internal Accounts
Net Worth Update Service Main Frame
Web Reporting Toolset CRM
Customer Segment User Data Aggregator
ETL Tool
Business Forms Toolset
Web Txn Aggregator Click Stream
Web Service Adapter Click Stream Data Provider
Web Portal Mid Tier Services Back End
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OpTier BDA Solution
Web Portal
Customer CRM
Mid Tier Services
Context Builder
Designer
Real-time Big Data Store Analytics Engine
Build Workflows
classification and
Build Dashboards
assembly
Explore Data
Web Dashboard
Back End Services
Net Worth Services
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About OpTier
OpTier’s patented Active Content Tracking Over 3 Billion Transactions Every Day
technology has been creating transactions, collecting
data, and providing analytics since 2005.
Recently, we introduced OpTier Big Data Analytics
that leverages our 8 year history while solving new
challenges that exist today with Big Data.
Learn More
• Request a 1-on-1 demonstration on our website at
http://optier.com
• Learn more about OpTier by visiting our blog at
http://optier.com/blog
• Stay connected with Optier on Facebook,
LinkedIn, Twitter and YouTube!
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Editor's Notes
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