Data Sheet Analytics and Big Data

Vertica Customer Behavior ­Analytics

The Vertica Advanced Analytics Platform helps data-driven organizations manage and analyze massive volumes of customer data from Web logs, third-party analytics tools, social media, call detail records (CDR), and traditional CRM and other customer records from enterprise systems. Organizations can transform that data into actionable information, enabling them to better understand how their customers and site visitors interact with their business. With Vertica, you can completely understand your customers and improve the customer experience and your bottom line.

Product Highlights need to take advantage of customer analytics Quick View to remain competitive. What Customers Want • Massively Parallel Processing (MPP) (and How You Know) • Performance at Exabyte scale Delivering Value Across Industries According to Wikipedia, “Customer Analytics is Customer Behavior Analytics is vital for just • In-database machine learning functions a process by which data from customer behav- about any industry or market segment. By • Functions for clickstream, sentiment, and ior is used to help make key business decisions understanding how your customers (or con- churn analytics via market segmentation and predictive analyt- stituents) behave and interact with your orga- ics. This information is used by businesses for nization, you can better serve, and profit, from direct marketing, site selection, and customer the interactions. The key to effective customer relationship management.” analytics is first understanding customers, and then building products and services that best With customer behavior analytics, your orga- meet their needs. Some examples include: nization has the information you need to bet- ■■ Online and mobile. Online and mobile ter satisfy your customers by enhancing the businesses, including online gaming, customer experience, creating products and social media, and mobile business, services geared to specific customer needs and organizations that have an online and requirements, and predicting customer component to their offline business (i.e., behaviors before a new product or service is any business with a website), have a need released to the market. As consumers have to improve the effectiveness of their Web gained the upper hand in the business/con- properties. Analyzing clickstream data (the sumer relationship due to increased access series of clicks a site visitor makes on your to information and the exponential increase in website) provides rich insights into which choice and channels, organizations of all sizes pages are effective and which pages site visitors ignore. When combined with sales data with these core features—all delivered at and conversion data, clickstream analysis an overall lower total cost of ownership: can help you discover the most effective ■■ Blazing-fast analytics—Gain insights series of steps needed to encourage into your data in near-real time by running conversions, sales, and add-on purchases. queries 50x–1,000x faster than legacy ■■ Retail. As competition has increased, database and data warehouse solutions. retailers have been using the increasing ■■ Massive scalability—Easily scale your data amounts of data they collect to gain a analytics solution by adding an unlimited competitive advantage. Loyalty programs, number of industry-standard servers. customer tracking solutions, and market ■■ Open architecture—Protect your research, when combined with sales and inventory data, provide rich insights investment in hardware and software with that drive decisions around products, built-in support for Hadoop, Kafka, Spark. promotions, price, and distribution R, and leading BI/ETL tools. Contact us at: management. And, being able to target ■■ Easy setup and administration—Get to www.vertica.com specific individuals provides opportunities market quickly with your Big Data analytics for upselling and cross-selling based initiatives at low cost of administration on actual purchase patterns, instead of and maintenance. The games team uses this information to refine the game, making it easier and more guess work. ■■ Enhanced data storage—Store 10x–30x fun to get to the next step. Continuous ■■ Financial services. Today, banks, insurance more data per server than traditional game refinement allows the company to companies, and other financial institutions databases with columnar compression quickly tailor their games to make them use customer analytics to understand the more interactive and profitable on an lifetime value of customers, increase cross- Customer Behavior Analytics Case Study ongoing basis. sales, and manage customer attrition, An online gaming company with more than among other programs. The ability to 100 games on various social media platforms ■■ Marketing Team: Marketing asks ­questions understand how customers use ­different had been experiencing explosive growth, and that are user-centric and mostly about banking programs—credit and debit cards, their data analytics program was suffering segmentation. For example, “What segment mortgages and loans, and online banking from the success. As a data-driven organiza- of users play only once a week? Who are tools—enables these financial services tion, this company could no longer run their they and what percentage of our revenues companies to develop targeted ­campaigns A/B tests and get reports on their tens of mil- do they correlate to?” Marketing then uses that increase customer satisfaction and lions of users due to the performance of their this information to determine whether increase profits through additional MySQL database. to spend budget on building specific purchases or participation. ­features, such as a notification feature ­telling them “Here’s what you missed ■■ Communication Service Providers After testing the Vertica Advanced Analytics this week.” With Vertica, the marketing (CSPs). There is a wealth of information Platform in a trial, the company implemented team has a better understanding of their contained in the call detail records (CDRs) the platform into their production environment. marketing ROI based on real information— generated with each and every call made Since the transition to Vertica for their testing not guesses. from a mobile phone. Information like and analysis, A/B test result queries that used length of call, number called, a dropped to take nine hours now return in 12 seconds. In ■■ Ad Acquisition: Ad acquisition is a very call, and more, are all recorded, creating a all, the company adds 800 million rows of event specific application, but typical in online massive amount of information for CSPs. data per day. Their largest table is the events businesses. The company buys a lot of In addition, cable service providers track table with 1.2 trillion rows, and they have 50 mil- ­advertising for their games and must be usage information about their broadband lion rows in the dimension table for users and able to calculate outliers, and segment data, voice over IP, and cable entertainment­ some other smaller tables. their ad spend. The data the ad acquisition for all of their customers. The ability to team analyzes helps them manage the analyze these massive volumes of data There are three main consumers of the data cost of buying advertising by being enables these service provider customers at the company—the game developers, the understanding every individual ad target, to develop effective promotions to attract marketing team, and the ad acquisition group. and then determining which ads to target and retain customers, reducing churn and ■■ Games Team: The game producers to which online users. increasing profitability. have the job of making the company’s games as fun as possible, so they basically Learn More At Manage and Analyze All Your ask questions all the time. For example, www.vertica.com Customer Data with Vertica “show me a funnel of how many people www.vertica.com/solution/customer- Vertica is a purpose-built platform for running completed these eight steps and behavior-analytics/ analytics on massive volumes of customer where they dropped off from the game.”

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