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Runtime Flow
1. Customer profile data (demographic, preferences, production services, historical
behavior, and
more) and interactions data from enterprise databases are collected in batch and real time. Public
data such as social media data (Facebook & Twitter) is also collected.
2 & 3. Enterprise and public data are integrated and transformed using information services and
Apache Spark.
4. Transformed data, which is a combination of structured customer
data from enterprise data
sources and interaction data that can vary in structure over a period of time, are stored on a JSON
data repository in the data lake. Cached data for real-time API requests are
stored on an in-memory
database in the data lake, another data repository.
5. Perform rule-based analytics to analyze the personal client experience of a client who is at a
branch or using the mobile application. Present changes to the branch personnel or mobile
application where appropriate to improve the client experience in real time.
6. In the R&D environment, data scientists discover and explore patterns. Use
cases underway
include client insights, personal client experience, credit related query facilitation, private banking
experience, and mobile application onboarding.
7. The APIs read the data upon real-time requests that are typically from branches.
8. A cloud marketing platform is used for all interactions with the client through all of the different
channels, especially for the next best action or next best offer. For example, the mobile
application
takes in consideration social, localization, and mobile inputs to decide the best actionable insight in
real time, using the power of information available to better engage with customers. This can lead
to a better client experience and help move closer to
segment of one
customer profiling
based on
their individual context, behavior and preferences.
9. The cognitive APIs are used currently for Q&A for the credit card marketing agents.
References
[1] Designing and Operating a
Data Reservoir, an IBM Redbook, Mandy Chessell, David Radley, Jay
Limburn, Kevin Shank, Nigel L Jones.
http://www.redbooks.ibm.com/redbooks.nsf/RedpieceAbstracts/sg248274.html
[2] Cloud Standards Customer Council 2017,
Hybrid Cloud Considerations for Big Data and Analytics.
http://www.cloud-council.org/deliverables/hybrid-cloud-considerations-for-big-data-and-analytics.htm
Copyright © 2017 Cloud Standards Customer Council
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