Jawwad Kadir

Big Data in CRM
Pakistan CIO
summit & expo
2013.05.21-22
Karachi, Pakistan
Jawwad Kadir
Program Management Office (PMO)
Head, Sakonent
Points to discuss
• What is “Big Data”?

• What is CRM?
• Where are the opportunities?
• What makes it difficult?
• How are we seeing companies use it?
• What’s next?
The Evolution of CRM
Transactional-based data computation, tabulation,
and recording to assist with individual clerical tasks
“Data Processing era” - PCs, relational databases, PBX, ACD, fax
PIM, Contact Databases, Database Marketing
Enforcement-based automation
“MIS era” - local area networks, laptops, CTI, IVR
and enhancement to assist
SFA, Call Center, Campaign Management
specific departmental activities
Rules-based enterprise view of

departmental business processes and “IT - Client/Server era” - client/server, ERP, EAI, DSS,
decisions across functions CRM objects (DCOM, CORBA)
Using the Internet to deploy contractually-based

“eBusiness era” - web, mobile, XML, DW & BI, MDM,
business processes and decisions to entire enterprise
“eCRM” chat, analytics, web services
(self-service) and customers, channels, and suppliers
SaaS, PaaS, smartphones,
social networking, blogs,
Trust-based transparent optimization of activities inside and wikis, Web 2.0, HTML5,
“Post-PC era” –
outside the socially-connected enterprise in mutual market- open source, cloud, SOA,
Next-gen CRM
driven collaboration with customers, channels, and suppliers tablet, mashups, “big
data”
“Big data” is new, but in some ways, it has always been around.
This slide draws on original ideas, research with Prof. Michael E. Porter, and “Strategy and the Internet” (Harvard Business Review, 2001.03) where sakonent’s CEO, Darius Vaskelis was a contributor.
What is Big Data?
• Volume
• Large amounts of data.
• Velocity
• Needs to be analyzed
quickly.
• Variety
• Different types of structured
and unstructured data.
• “Today’s Big Data is next
year’s average-sized data.”
• Jim Davies, Gartner
2013.05.21-22 © 2013 sakonent, all rights reserved 4

Gartner’s Definition of the Business Opportunity:
Big Data = New Business Value
Current Unrealized Business

State Opportunity and Value
Volume: Growing quantity of data
Internal systems Untapped data, industry and public data
Velocity: Quickening speed of data

Weekly or daily Hourly Real-time
Variety: Increase in types of data

Structured Customer discussions, audio and
enterprise data video
source: Gartner
The most important opportunity in Big Data:
Customer Analytics that were once impossible!
e-commerce & ERP & financial

order big data
management analytics
sales
marketing SCM & operational
service big data
analytics
• Analysis of customer-related data that was once impractical due to

volume, velocity or variety
• Now not only possible, but becoming mainstream
Opportunity
• Regional Telecommunication &

Banking sector is now focusing on
360 degree view of the customers.
• Challenge in extracting value from
the un-structured & structured data
that could benefit in vertical market
• Profiling the customers for specific
marketing campaigns?
• Predicting the need of the
customers and the behavior?
• In-depth Analysis is a challenge
for organizations.

Difficulty
• Approximately 80 percent of the

information is unstructured and growing.
• Unstructured data is growing 15 times
faster than structured data.
• The transformation of business data into
business intelligence is a costly and
technical process.
• Data is stored in many data siloes.
• Data visualization tools is slow, costly
and limited to few decision makers in the
company.

Solution
• Leveraging big data leads to three major types of opportunities:

1. making better-informed decisions;
2. discovering hidden insights; and
3. automating business processes
• Big data creates new value when enterprises leverage data that exists well
beyond their internal data warehouses.
• The value comes not just from accessing new datasets, but also from
connecting the datasets together.

What’s next?
Hadoop and CRM
• Hadoop based on work from

Google distributed data
• Packaged CRM not yet using
MapReduce, but now widely
used in custom deployments
• customer data analysis that
previously was not practical
• campaign targeting and
marketing effectiveness
• sales and service root cause
and fraud analysis
• Some distributed approach
likely to be part of every
vendor’s CRM

CRM vendors talking about it now
Part of every
CRM vendor’s
pitch!

sakonent: who we are
• Next gen CRM consultancy
• profiled in Gartner's first report on
Salesforce.com CRM service providers
• also partnerships with Blackbaud, Microsoft,
Oracle and other CRM technology providers
• Implement, integrate and manage sales,
marketing and customer service systems
• CRM consultants with business expertise
• business process and user adoption first,
technology second
• global delivery leverage for high value, low
risk and fast results
• Over 120 employees based in Pakistan with
offices in Karachi and Lahore
• headquartered in the Willis Tower in Chicago
• delivering CRM around the world: Australia,
Canada, France, India, Mexico, New Zealand,
Pakistan, South Korea, Sri Lanka, Thailand,
Taiwan, United Kingdom, United States
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Big Data in CRM

• What is “Big Data”?

Rules-based enterprise view of

Using the Internet to deploy contractually-based

2013.05.21-22 © 2013 sakonent, all rights reserved 4

Current Unrealized Business

Velocity: Quickening speed of data

Variety: Increase in types of data

e-commerce & ERP & financial

• Analysis of customer-related data that was once impractical due to

• Regional Telecommunication &

2013.05.21-22 © 2013 sakonent, all rights reserved 7

• Approximately 80 percent of the

2013.05.21-22 © 2013 sakonent, all rights reserved 8

• Leveraging big data leads to three major types of opportunities:

2013.05.21-22 © 2013 sakonent, all rights reserved 9

• Hadoop based on work from

2013.05.21-22 © 2013 sakonent, all rights reserved 10

2013.05.21-22 © 2013 sakonent, all rights reserved 11

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