Case Study: Big Data Solution

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Feb 2, 2015 - Inspired by the potential of big data, the Lenovo Global Business. Intelligence team designed a self- serv
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Lenovo puts customers first with its big-data platform Lenovo Global Business Intelligence delivers customer insights in seconds with a high-performance big-data solution Overview Inspired by the potential of big data, the Lenovo Global Business Intelligence team designed a selfservice platform to deliver real-time analytics that provide meaningful insights—across the business, and for all touch points along the customer’s journey. The team deployed a cloudbased solution called Lenovo Unified Customer Intelligence (LUCI Sky), using high-performance Lenovo technologies and the latest software to support data integration, data visualization and predictive analytics. LUCI Sky now enables business users to access high-value, actionable customer insights, often in a matter of seconds.

Lenovo intelligence team accelerates insights Traditionally, the Lenovo Global Business Intelligence team has supported its internal customers by providing historical data reporting, e-commerce data sets and web analytics to help inform business decisions. But in many cases, the insights revolved around trends—and business users were missing out on the real-time insights to improve the customer experience. Meanwhile, there was no integrated way to see if marketing campaigns were successfully driving sales or increasing profitability because data was spread across more than 25 different sources. The team needed to empower business users to get the right insights to drive real strategic value. The goal was threefold: to help business users understand, measure and optimize the end-to-end customer journey; better leverage engagement marketing to drive sales; and help improve customer profitability using e-commerce strategies.

“With this Lenovosupported architecture, we’ve been able to execute two billion rows of information in one second. That’s impressive performance.” — Marc Gallman, Senior Manager of Big-Data Architecture, Lenovo

CASE STUDY

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Customer intelligence solution evolves

Impressions 8,700K ANZ (Australia)

1K

3,009K

5,688K

Visits

290,493

138,474

30,515

36,407

Units

14,573

4,114

72

931

28

916

N.A

12,334

3,897

Tele

442

N.A

32

Web

1,797

217

40

Retail

Affiliate

Apps

CSE

Direct

Display

Impressions

0.18%

Note: 1. 'Select Metric' is applicable only for 'Trended Chart'. 2. In 'Imprs. Vs Cost' chart, size of the bubble represents Click Through. 3.** Video is only Tubemogul and does not have SiteCatalyst Click above program to view details

Date Range:-

2/2/2015 -

Abc

02/08/2015

2,394,701

Online Visits

512,945

Unique Visitors

435,366

Avg. Bounce Rate

27.27%

Direct 27.64%

Apps 0.04%

CSE 1.98%

171,535

Direct

145,691

Display

69,483

SEM

64,896

Email

37,544

Affiliate

22,038

CSE

10,413

Paid Social

3,818

Organic Social

1,452

200K

150K

100K 200K 50K

0K

Direct

Affinity

CSE

Email

Paid Social

Affiliate

Apps

Display

Organic Social

SEM

Lenovo.com Sales

Yoga 3 Pro

Abc

02/08/2015

Tablet 2

processing of data to develop prescriptive insights,” explains Marc Gallman, Senior Manager of Big-Data Architecture at Lenovo.

Previous Yoga Generations

6.62%

56.48%

Yoga Product Category applied only for 'Booked Order Vs Revenue' and 'Product Status'

Quantity

4.13%

Revenue

Booked Order Vs Revenue

Revenue

3K

30.73% 6,686

33.50% 2,240

2K 1M

1K

Quantity

Revenue

Booked

1,385

$1,179,240

Shipped

677

$634,216

$936.80

Return

-68

-$64,885

$954.19

30-Mar-15

$851.44

Conversion Rate Trend

Program Conversion Rate

2%

Direct 0.35%

Affiliate 2.13%

Apps 0.46%

Conversion rate = Orders / Visits (Data source: Omniture, Attribution: Last touch)

Direct

Apps

Email

SEM

Affiliate

CSE

Organic Social

SEO

Affinity

Display

Paid Social

Sales & Traffic Overview

Online Visits

Tele Retail Units Units

Web Units

30-Mar-15

23-Mar-15

16-Mar-15

23-Feb-15

SEM 0.46%

09-Feb-15

0% 02-Feb-15

SEO 0.31%

1%

16-Feb-15

CSE 0.53%

23-Mar-15

SAP AUR

Conversion Rate

Email 0.51% Display 0.26%

16-Mar-15

09-Mar-15

23-Feb-15

02-Mar-15

16-Feb-15

0K

0.46%

09-Feb-15

0M

02-Feb-15

Conversion Rate

2M

Quantity

2/2/2015 -

21,756

collection to delivery of a slide deck to an internal executive in minutes.

to be a great platform for very quickly delivering true analytics—the heavy statistical

SEO

Sales

across vast amounts of data within seconds, enabling the team to move from data

“This integrated system of technologies supported by Lenovo hardware has proven

30-Mar-15

0K 23-Mar-15

14

multitude of technologies. This innovative end-to-end solution can support queries

• Adobe analytics, IBM SPSS and R solutions for predictive analytics

SEO 32.54%

400K

16-Mar-15

218

Customer Intelligence solution (LUCI Sky) is a scalable, complex platform running a

• Tableau software for data visualization

SEM 12.31%

600K

09-Mar-15

Apps Affinity

integration, data visualization and predictive analytics. Today, the Lenovo Unified

• Clarabridge software for managing natural-language processing (NLP)

Paid Social 0.72%

Email 7.12%

Display 13.18%

Program Visits

SEO

ThinkServer cluster with intelligent Intel Xeon processors that supports intensive data

• Cloudera and Hadoop software for digesting distributed data in real time

30-Mar-15

Organic Social 0.28% AffiliateAffinity 4.18% 0.00%

Program Visits

big-data, Hadoop solution with high availability. This solution included a 10-node

processing and storage

23-Mar-15

% Share of Visits by Program

Page Views

That’s when the Lenovo Global Business Intelligence team got to work developing a

Retail Units

Online Visits

600K 400K 200K

Tele/Web Units

0K

Retail Units

• High-performing Lenovo ThinkServer rack server solution for transactional

16-Mar-15

09-Mar-15

0M

36.91%

technologies, which include:

Video

5M

512,945

The LUCI Sky solution is a distributed big-data platform consisting of multiple

SEO

Select Chart ↓

Trended

Consideration (Program Traffic Overview)

Date Range:-

Successful big-data architecture emerges

SEM

Select Metric

10M

1,161

Media Cost Click Through Rate

Organic So Paid Social

Impressions

All - Trended

23-Feb-15

Click Through

Email

14,982,233

04/05/2015

656,623

02-Mar-15

2/2/2015 -

digital marketing agencies, retail stores and Lenovo.com, for example, but developing insights from all of this data was a nearly impossible task.

Affinity

4,844,186 Date Range:Impressions

09-Mar-15

marketing, search-engine optimization and more. Data is available from ad partners,

Awareness (Media Performance)

02-Mar-15

marketing campaigns, which can include social media elements, advertising, affiliate

Brazil 18

Chile

Argentina

23-Feb-15

engaging with customers? Again, there was no way to see the end-to-end data for

Japan 931

02-Mar-15

to measure the effectiveness of their campaigns. How well were they actually

28

Colombia

Switzerland 252

02-Feb-15

In addition to optimizing the customer journey, marketing teams needed to be able

N.A 15

Australia 72

UK Netherland 272 867

02-Feb-15

for providing business users with a single, integrated view.”

LA 17,056

Visits

to the data sets for each touch point, but we didn’t have the back-end infrastructure

Japan

Mexico 10

“At that time, understanding the customer journey, optimizing the customer journey Ashish Braganza, Director of Global Business Intelligence at Lenovo. “We could get

Units 19,718

EMEA

1K

US 14,573

and connecting the customer journey was a very disjointed experience,” explains

Sales

Visits 513K

NA (US) Impressions

09-Feb-15

disparate data sets, but no “big-picture” view of customer satisfaction.

Created by Global Business Intelligence

Consideration

16-Feb-15

(from exploration and consideration, to purchase and support). There were dozens of

Awareness

.

February 2, 2015

16-Feb-15

understand customer sentiment across all the touch points of the customer journey

Yoga Dashboard Dashboard is updated till 05 Apr, 2015

Select Week

09-Feb-15

When the project began three years ago, business users were struggling to

3K 2K 1K 0K 15K 10K 5K 0K 02-Feb-15

09-Feb-15

16-Feb-15

23-Feb-15

02-Mar-15

09-Mar-15

16-Mar-15

23-Mar-15

Retail Sales (Units) Distribution by Countries / State / Retailer ** State detail available only for US. Retailer detail applicable to ANZ, EMEA & Japan only.

CA, US 1,525 8.89%

Retailer K , Germany 932 5.44%

Retailer 18, Japan 593 3.46%

Retailer P , Germany 422 2.46% TX, US 1,229 7.17%

FL, US 1,052 6.14%

ZZ, US 796 4.64%

NY, US 714 4.16%

IL, US 420 2.45% Retailer 10 , UK 419 2.44% Retailer Q , Germany 380 2.22%

30-Mar-15

Retail Units 0 VA, US 377 2.20% PA, US 363 2.12% NC, US 341 1.99% CO, US 333 1.94% NJ, US 333 1.94%

The Yoga dashboard measures efficacy of media spend (awareness), visits generated to the website (consideration) and total units sold (sales).

Retailer 19, Japan 323 1.88% GA, US 322 1.88% OH, US 294 1.71% MI, US 282 1.64% WA, US 282 1.64% MD, US 277 1.62%

AZ, US 267 1.56% IN, US 212 1.24% France 179 167

WI, US 239 1.39%

MN, US 239 1.39%

K , UK 140 4, 103 103

Germany 153

102 OK, US 95

Retailer R,

US 116

US US

1,525 MA, US 228 1.33%

US 114

US US

OR, US 220 1.28%

US 113

US

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Solution components Hardware • ThinkServer rack servers with Intel Xeon processors Software • Adobe analytics • Cloudera Hadoop • IBM SPSS • R • Tableau • Talend

“Today, we have an end-to-end dashboard that the marketing team actually uses to measure the performance of a campaign, whether the metrics are for a video, social, paid search, organic search, etc. Everything is available in a single view.” — Ashish Braganza, Director of Global Business Intelligence, Lenovo

The Customer Experience dashboard sits on top of the LUCI Sky platform, providing a single view for measuring Lenovo customer sentiment across the end-to-end customer journey.

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Currently, two executive dashboards sit on top of the LUCI Sky platform for easy access by business users. The Customer Experience dashboard uses NLP to display the week-by-week sentiment of customers, so business users can understand the drivers of satisfaction and key areas to focus on for the business. In addition, the Marketing Campaign dashboard enables marketing teams to measure the end-toend performance of marketing campaigns. This way, they can connect how a specific media spend might relate to a customer researching online and ultimately buying the product—either online or through a retail store.

Impressive performance enables impressive results LUCI Sky and the Lenovo Global Business Intelligence team now serve 27 internal stakeholder groups and deliver insights for all customer touch points, primarily around sales and marketing analytics. “We have designed a very fast platform. We can execute two billion rows of information in one second,” adds Gallman. Based on this architecture, the Lenovo team has achieved the perfect balance between speedy processing of data and intensive data discovery, and can deliver both in seconds. “The main goal is to drive down costs, drive revenue and deliver ROI,” explains Gallman. “That’s where we want to go with the platform.”

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© 2015 Lenovo. All rights reserved. Availability: Offers, prices, specifications and availability may change without notice. Lenovo is not responsible for photographic or typographic errors. Warranty: For a copy of applicable warranties, write to: Warranty Information, 500 Park Offices Drive, RTP, NC, 27709, Attn: Dept. ZPYA/B600. Lenovo makes no representation or warranty regarding third-party products or services. Trademarks: Lenovo, the Lenovo logo and ThinkServer are trademarks or registered trademarks of Lenovo. Intel, the Intel logo, Xeon and Xeon Inside are registered trademarks of Intel Corporation in the U.S. and other countries. Other company, product, and service names may be trademarks or service marks of others. Visit http://www.lenovo.com/lenovo/us/en/safecomp.html periodically for the latest information on safe and effective computing. All data in the dashboads is for demonstration purposes and does not reflect actual Lenovo results. LYC03185-WWEN-01

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