Making Data Preparation Easy, Reliable, and Fast

Enterprises need access to high-quality big data for analytical and operational use cases

Did you know that data preparation accounts for 79% of a data scientist’s work time? Yet, 57% of data scientists say data prep is the least enjoyable part of their job.

Data preparation is the process of collecting, joining, culling, cleansing, and otherwise transforming big data into a form that applications and users can trust and readily ingest for analytical and operational use cases.

These use cases are constantly growing across the enterprise and include offline big data analysis (by data analysts and data scientists), as well as online operational use cases, in support of real-time intelligence. The need for trusted, high-quality, complete, and current data—to drive these use cases—is paramount. As a result, slow, tedious, error-prone, and manual processes for data preparation are simply no longer acceptable.

Why is proper data preparation so necessary? Simply put, it’s to ensure confidence. Confidence in the accuracy of the data, the way it is prepared, and of course, the results and insights we get from it. Consistent data preparation ensures that insights derived from the data can be trusted every time. Poorly prepared data can lead to erroneous conclusions—as they say, “garbage in, garbage out.”

Today’s organizations seek a single platform for self-service, automated data preparation, for all enterprise use cases—both online and offline.

Preparing complete, accurate data for offline and online use cases is hard

Decades of enterprise application development has left customer data in a mess

If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.

Why? Enterprises typically have customer data fragmented across dozens of different systems, each one performing a dedicated function with its own siloed, application-centric data schema. There are applications for CRM, billing, web self-service portal, mobile apps, chat, feedback management, campaign management, marketing automation—the list goes on. Each merger or acquisition can double or triple the number of these systems. Meanwhile the sheer volume of data we collect on customers keeps rising, too.

  • If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.
  • Why? Enterprises typically have customer data fragmented across dozens of different systems, each one performing a dedicated function with its own siloed, application-centric data schema. There are applications for CRM, billing, web self-service portal, mobile apps, chat, feedback management.
  • campaign management, marketing automation—the list goes on. Each merger or acquisition can double or triple the number of these systems. Meanwhile the sheer volume of data we collect on customers keeps rising, too.
  • If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.

To truly know each customer and make marketing campaigns more effective, today’s marketing teams need to leverage all this customer data. Enter the Customer Data Platform (CDP), with its focus on collecting customers’ multi-channel interaction data and enabling marketers to optimally segment the customer database for marketing campaigns. From its humble beginnings in marketing, the CDP is increasingly becoming the one source of truth for all customer data across the enterprise—digital interactions, transactions, and master data—with the promise of serving many departments for a variety of use cases.

Whitepaper: K2View Data Fabric Technical Deep-dive

Like all K2View solutions, K2View CDH is built on K2View Fabric. Discover our fundamentally different approach to data management with our patented Digital Entity technology.

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The (very) real benefits of a customer data platform

If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.

Why? Enterprises typically have customer data fragmented across dozens of different systems, each one performing a dedicated function with its own siloed, application-centric data schema. There are applications for CRM, billing, web self-service portal, mobile apps, chat, feedback management, campaign management, marketing automation—the list goes on. Each merger or acquisition can double or triple the number of these systems. Meanwhile the sheer volume of data we collect on customers keeps rising, too.

  • If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.
  • Why? Enterprises typically have customer data fragmented across dozens of different systems, each one performing a dedicated function with its own siloed, application-centric data schema. There are applications for CRM, billing, web self-service portal, mobile apps, chat, feedback management.
  • campaign management, marketing automation—the list goes on. Each merger or acquisition can double or triple the number of these systems. Meanwhile the sheer volume of data we collect on customers keeps rising, too.
  • If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.

To truly know each customer and make marketing campaigns more effective, today’s marketing teams need to leverage all this customer data. Enter the Customer Data Platform (CDP), with its focus on collecting customers’ multi-channel interaction data and enabling marketers to optimally segment the customer database for marketing campaigns. From its humble beginnings in marketing, the CDP is increasingly becoming the one source of truth for all customer data across the enterprise—digital interactions, transactions, and master data—with the promise of serving many departments for a variety of use cases.

Customer Highlight: Customer Data Hub Drives World-Class Customer Experience for Cellcom

K2View provided Cellcom a trusted, real-time view into all its customer data—plus a seamless integration to Salesforce Cloud CRM—all in less than three months.

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The core problems that threaten to derail many CDPs

If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.

Why? Enterprises typically have customer data fragmented across dozens of different systems, each one performing a dedicated function with its own siloed, application-centric data schema. There are applications for CRM, billing, web self-service portal, mobile apps, chat, feedback management, campaign management, marketing automation—the list goes on. Each merger or acquisition can double or triple the number of these systems. Meanwhile the sheer volume of data we collect on customers keeps rising, too.

  • If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.
  • Why? Enterprises typically have customer data fragmented across dozens of different systems, each one performing a dedicated function with its own siloed, application-centric data schema. There are applications for CRM, billing, web self-service portal, mobile apps, chat, feedback management.
  • campaign management, marketing automation—the list goes on. Each merger or acquisition can double or triple the number of these systems. Meanwhile the sheer volume of data we collect on customers keeps rising, too.
  • If we could start over again, we’d likely architect customer-centric enterprise applications differently, especially when it comes to customer data management.

To truly know each customer and make marketing campaigns more effective, today’s marketing teams need to leverage all this customer data. Enter the Customer Data Platform (CDP), with its focus on collecting customers’ multi-channel interaction data and enabling marketers to optimally segment the customer database for marketing campaigns. From its humble beginnings in marketing, the CDP is increasingly becoming the one source of truth for all customer data across the enterprise—digital interactions, transactions, and master data—with the promise of serving many departments for a variety of use cases.

Customer Data Platforms: Overcoming data fragmentation is the hard part

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From marketing’s CDP to the enterprise’s Customer Data Hub (CDH)

If we could solve the data problem first, what more would an organization want from a truly flexible, extensible CDP? Or does it need a solution beyond a CDP?

An enterprise that requires a central, unified, customer repository to serve its various departments—from marketing, through customer service, to risk and compliance—in actuality must implement a customer data hub (CDH), which differs from a CDP in the following ways:

Traditional approaches to handling such data fragmentation simply don’t work for the modern enterprise.

  • Customer data should be inclusive of all customer transactions (in addition to customer interactions).
  • Customer data in a CDH should be always be up to date, in near real time—i.e., only milliseconds old—to serve any operational use.
  • A CDH should match, cleanse, and consolidate customer data to serve as the Golden Customer Record.
  • A CDH should mask and govern customer data to comply with data privacy regulations (e.g., GDPR, CCPA, LGPD, and more).
  • A CDH serves as a central customer consent repository, across all customer-facing channels.
  • A CDH should make customer data accessible to any consuming application—not just marketing execution platforms—in any data delivery method required by these systems and employ tokenization for tight access control.
  • A CDH should ensure customer data is encrypted at rest and in transit—ideally at the individual customer level—to protect against a mass data breach of customer data.

Customer Highlight: Customer Data Hub Drives World-Class Customer Experience for Pelephone, Yes and Bezeq International

Businesses of all sizes scrambled to update their systems to meet the compliance deadline. But compliance isn’t a systems problem. It’s a data management problem. Discover how surviving the continuing wave of data privacy regulations requires a digital transformation in data management.

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See K2View Customer Data Hub in action

Request Demo

Whitepaper: K2View Data Fabric Technical Deep-dive

Like all K2View solutions, K2View CDH is built on K2View Fabric. Discover our fundamentally different approach to data management with our patented Digital Entity technology.

Download Now
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