Application Case 6.1 (Continued)
promotional campaigns, including the capacity to gauge campaign effectiveness.
Solution - Fine-tuned Marketing
To integrate all data from its multiple internal and external application sources and gain visibility into its customers, Luxottica deployed the Customer Intelligence Appliance (CIA) from IBM Business Partner Aginity LLC.
CIA is an integrated set of adaptable software, hardware and embedded analytics built on the IBM PureData System for Analytics solution. The combined technologies help Luxottica highly segment customer behavior and provide a platform and smart database for marketing execution systems, such as campaign management, e-mail services and other forms of direct marketing.
IBM® PureData™ for Analytics, which is powered by Netezza data warehousing technology, is one of the leading data appliances for large-scale, real-time analytics. Because of its innovative data storage mechanisms and massively parallel processing capabilities, it simplifies and optimizes performance of data services for analytic applications, enabling very complex algorithms to run in minutes not hours or days, rapidly delivering invaluable insight to decision makers when they need it.
The IBM and Aginity platform provides Luxottica with unprecedented visibility into a class of customer that is of particular interest to the company: the omnichannel customer. This customer purchases merchandise both online and in-store and tends to shop and spend more than web-only or in-store customers.
“We’ve equipped their team with tools to gain a 360-degree view of their most profitable sales channel, the omni-channel customers, and individualize the way they market to them,” says Ted Westerheide, chief architect for Aginity. “With the Customer Intelligence Appliance and PureData System for Analytics platform, Luxottica is a learning organization, connecting to customer data across multiple channels and improving marketing initiatives from campaign to campaign.”
Successful implementation of such an advanced big data analytics solution brings about numerous business benefits. In the case of Luxottica, the top three benefits were
•Anticipates a 10 percent improvement in marketing effectiveness
•Identifies the highest-value customers out of nearly 100 million
•Targets individual customers based on unique preferences and histories
1. What does “big data” mean to Luxottica?
2. What were their main challenges?
3. What were the proposed solution and the obtained results?