展开查看详情
1 .WIFI SSID:Spark+AISummit | Password: UnifiedDataAnalytics
2 .Creating an Omnichannel Banking
Experience with Machine Learning
on Azure Databricks
Petr Pluhacek (Ceska Sporitelna)
Jakub Stech (DataSentics)
3 .Who is presenting
today
Petr Pluháček, Česká spořitelna
Product owner:
• Digital engagement and acquisition squad
Responsibilities:
• Digital sales
• Web platforms and chats
• Digital marketing data and analytics
• Online customer experience
Contacts:
• ppluhacek@csas.cz
• www.linkedin.com/in/pluhacek
4 .Česká Spořitelna
About us:
• Almost 200 years history
• 4,6 millions customers
• 10 000 of employees
• Part of ERSTE group
• Driver of innovation in the group
• Undergoing agile transformation
ČS Mission:
“We are your lifelong guide on the path to prosperity, and in
this way we contribute together to the prosperity of the whole
country. When someone believes in you, you achieve more."
5 .Who is presenting
today Jakub Stech, DataSentics
Data Science architect in:
• DataSentics and Digi data team in CSAS
Responsibilities:
• Translate business problems for data science team
• Personalizing user experience using data and machine
learning approaches
• Building and employing the analytical platform in cloud
Contacts:
• jakub.stech@datasentics.com
• www.linkedin.com/in/jakubstech
6 .DataSentics – European Data Science Center
of Excellence based in Prague
• Machine learning and cloud data • Make data science and machine learning
engineering boutique have a real impact on organizations across
• 50 data specialists (data science, the world
data/software engineering) • Bring to life transparent production-level
• Helping customers build end-to-end data data science.
solutions in cloud
• Incubator of ML-based products
• Partner of Databricks & Microsoft
7 . Case study #1
Digital marketing spend optimization
8 .Digital marketing interactions
ADVERTISMENT WWW.CSAS.CZ INTERNET BANKING OTHER
SOURCES
BRAND AWARENESS
SALES (ONLINE AND OFFLINE)
CARE
9 . Business challenge:
How to improve digital marketing spend
effectiveness
11 .Digital marketing interactions
ADVERTISMENT WWW.CSAS.CZ INTERNET BANKING OTHER
SOURCES
BRAND AWARENESS
SALES (ONLINE AND OFFLINE)
CARE
12 .ADVERTISMENT
Adform is one of the world's largest private and independent
advertising technology companies and is best known for its
seamlessly integrated DSP, DMP, and Ad Server.
16 .A viewable impression is a standard measure of ad
viewability defined by the International Advertising
Bureau (IAB) to be an ad which appears at least
50% on screen for more than one second.
17 . Better specification of business challenge
Decrease costs for visible seconds
18 .Adform Master Data…
WHEN WHAT
DEVICE
WHO
WHERE
DURATION
GEO
INTERACTIONS
HOW MUCH
INT. COUNT
19 .Metrics of domain model
Visibility
time
Visibility %
SEZNAM.CZ; BID 0.2 ;
CTR (too low/high) NOVINKY.CZ;
IDNES.CZ ;
BID 0.6 ;
BID 0.1 ;
BLESK.CZ ; BID 0.4 ;
Multiple impressions …
Soft fraud score (own definition)
Robot score (Adform definition)
20 . Data sources
• API Daily download, transformation and scoring jobs
• BigQuery
• SFTP
• CSV
• Packages
• JSON
• Database dump!
• Web Pages
4+ BLNs rows in 12months!
• …
21 . Fully automated pipeline
Automated
Automated
update
download
MS Azure Whitelists, bid
SEZNAM.CZ; BID 0.2 ;
CSAS multipliers,BID
NOVINKY.CZ; 0.6 ;
Storing the data in
Scoring new Results stored cookies
IDNES.CZ ; lists,BID 0.1 ;
Data Lake
domains into Data Lake blaclicks,
BLESK.CZ ; …BID 0.4 ;
…
22 .Increased effectivity of 1 EUR:
23% Desktop
28% Mobile
23 . Case study #2
Omnichannel Banking Experience
23
24 . Leading every client to prosperity
=
Data-driven advisory based on
clients needs and real-time situations
24
25 . Customer-
centricity….
… is not easy
Low frequency of in bank
interactions between a
client in offline channels
26 . We touch our
phones 2,617
times a day,
Around 100
says study
sessions every
day…
100 Things,
27 .Offline vs. Online
Typical CRM data Digital „footprints“
• Age/sex/address, policy history, policy • Ad interactions (wider internet behaviour),
configuration, claim history, sales channel, web interaction (own sites), mobile apps,
… external/partner data, …
• Static, mostly long-term behaviour • Dynamically changing, reflecting short and
• Facts and transactions long-term needs
• Well structured, easy to process with • Uncertainty, fragments about interests,
traditional tech behaviour, lifestyle
• Enormous data (B+ ads, M+ visits of
website…), messy, unstructured, changing
interfaces
28 .1
Offline vs. Online
Own website Ad Interactions Mobile app Client portal / 3rd party data,
Digital interactions (what the person is interactions Internetbanking voice, text, Digital campaign
interested in across
interactions image, geo
engagement the internet)
data, etc.
management tools
(3rd party) 2) Missing
environment for
data analytics
and machine
Siloed customer behaviour data learning
4) Limited customer
1) Missing connection experience
between digital and Classic client profiles
CRM
3) On-premise
Classic environment is lacking
CRM / data customer data from
processes Branches Transactional Emailing / Callcentrum
digital Classic campaign
& sales networks data / product SMS / Push data / call management tools
data logs
29 .1
AI-augmented Customer Engagement 360°
Own website Ad Interactions Mobile app Client portal / 3rd party data,
Digital interactions (what the person is interactions Internetbanking voice, text, Digital campaign
interested in across
interactions image, geo
engagement the internet)
data, etc.
management tools
(3rd party)
Machine
Automatic
learning
optimization,
personalization of
Your Customer Non-client & client behavior customer journeys
Engagement
Connecting the data on
360° Platform New opportunities individual customer level Automatic signals
(CSAS) Classic client profiles for classic
channels
Classic Higher
efficiency
CRM / data
processes Branches Transactional Emailing / Callcentrum Classic campaign
& sales networks data / product SMS / Push data / call management tools
data logs
热门城市
