Grab some

coffee and
enjoy the
pre-show
banter
before the
top of the
hour! !

A Better Understanding: Solving Business Challenges with Data

The Briefing Room

Welcome

Host:
Eric Kavanagh
eric.kavanagh@bloorgroup.com
@eric_kavanagh

Mission

u Reveal the essential characteristics of enterprise

software, good and bad

u Provide a forum for detailed analysis of today s innovative

technologies
u Give vendors a chance to explain their product to savvy

analysts
u Allow audience members to pose serious questions... and

get answers!

Topics

December: INNOVATORS
January: ANALYTICS
February: BIG DATA

Quality First?
u Garbage in, garbage

out
u Big garbage in, big

garbage out
u Golden record is

pure gold
u A future in the

Cloud?

Analyst

Robin Bloor is
Chief Analyst at
The Bloor Group

robin.bloor@bloorgroup.com
@robinbloor

Experian Data Quality

u Experian

Data Quality offers a comprehensive suite of

data quality solutions, including cleansing,
standardization, matching, monitoring, enrichment
and profiling

u Its

real-time address verification helps maintain

accurate customer information for name, physical
address, email and phone

u Experian

Pandora allows businesses to prototype data

quality rules and transform data on the fly

Guests
Rishi Patel, Senior Sales Engineer, Experian Data Quality
Rishi has over 10 years experience in data quality software from development and
implementation to best practices and solution strategy. He is an active member in the
data quality community and focuses on building out highly skilled consultancy practices
within Experian focused on enterprise applications and architecture. He works on go-tomarket strategies and technical subject matter expertise in new and emerging
technologies for Experian Data Quality such as Experian Pandora.

Erin Haselkorn, Analyst Relations Manager, Experian Data Quality

As the Analyst Relations Manager for Experian Data Quality, Erin Haselkorn leverages her
understanding of data quality to help organizations better understand leading data
management strategies and how to create actionable insights. She is the author of
numerous data quality research reports, guest blog posts and articles. During her eight
years at Experian Data Quality, Erin has helped numerous clients gain a deeper
understanding of their customers through data and analytics.

A Better Understanding
Solving business challenges with data

2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.

Agenda

The trends in data usage are changing

How data quality can help improve insight
Building an understanding of data
What can data profiling do for you?

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

11

Data usage is increasing

Turning data into insight

Find new customers

39%

Customer retention

38%
37%

Understand customer needs

36%

Increase the value of each customer

34%

Business growth

32%

Secure future budgets

30%

Personalize future campaigns

26%

Reduce risk
Tailor real-time offers

24%

Provide insight to make intelligent decisions

24%
21%

Find new revenue streams

19%

Comply with government regulations

15%

Determine marketing campaign performance

Driving more traffic from one channel to another
Segmentation
2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

9%
6%
13

Data drives business initiatives

of organizations we
surveyed say data
clearly ties into their
business objectives

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

14

Inaccurate data

Most companies today have seen an increase in the amount of data errors.

Incomplete or missing data

60%
54%

Outdated information (not current)

51%

Duplicate data
37%

Inconsistent data
Typos
Spelling mistakes
Data entered in the incorrect field
2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

30%
28%
26%
15

Consequences of inaccurate data

Difficulty using data for decision-making

37%

Regulatory risk

37%

Customer experience is not optimal

36%

Potential brand / reputational damage

34%
31%

Distrust in decisions
29%

Lost revenue opportunities

Process inefficiency due to data
problems

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

21%

16

Trusted data is high quality

Data quality is the foundation

BI & Reporting
Data Governance

Data Quality

Data Integration
Master Data Management

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

18

Getting that level of insight

ort
p
e

Pro
fi

antify
Qu

Monito
r/

Data Quality
Management

Cl

ean

s e / E n ri c

E
LYZ
NA

/
le

CON
TR
O

Experian Pandora methodology

IM P R O VE
2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

20

Analyze

Investigate your data

Uncover the issues you werent looking
for through automatic, proactive profiling
Find and document issues
Align priorities and estimate complexity
Collaborate across business lines

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

21

Improve

Take intelligent action

Use hard facts to determine next
steps
Set priorities based on insights
Build data improvement rules
Complete inventory and issue
documentation

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

22

Control

Continue to manage data

Automate data quality monitoring
Share your dashboards
Continue to uncover issues and apply
new rules
Take action

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

23

Built-in data quality reporting

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

24

Built-in data quality reporting

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

25

Built-in data quality reporting

2016
2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.

26

Data profiling leads to

data insight

Thank you!
Heres how we can stay connected:
dataquality.info@experian.com

(888) 727-8822

@ExperianDQ

Perceptions & Questions

Analyst:
Robin Bloor

Data Quality

Robin Bloor, PhD

Data Value

Data per se has no value it is raw

material.
The PROCESSING of data in its
myriad ways generates the value.

The Data Pyramid

Rules, Policies
Guidelines, Procedures

Linked data, Structured data,

Visualization, Glossaries, Schemas, Ontologies

Refinement
New
Data

Signals, Measurements, Recordings,

Events, Transactions, Calculations, Aggregations

Most of us are aware of this refinement of data and the

processes involved. Difficulties arise from:
u Fragmentation (of data, information, knowledge &
understanding)
u The incessant supply of new data

The Hadoop/Spark Lake Scenario

u

Multiple external and

internal data sources

Presume IT Security

Assume the full gamut of

Data Wrangling tools (LHS)

Assume data management

tools (RHS)
Assume Analytics and BI
tools either local or at the
data warehouse
It all adds up to data
governance

A
C
C
E
S
S

Data Sources

MetaData
Discovery

W
R
A
N
G
L
I
N
G

Data Streams

ETL
MDM

MetaData
Mgt

Service
Mgt
Staging Area
(Hadoop)

Data
Cleansing

Life Cycle
Mgt

Data
Lineage

ETL

Analytics
Data Warehouse
or other location

The Analytics Business Process

The main point to note about

Data
Access

analytics is that it is still iterative

The process changed because of:
o

Data Availability

Parallel Technology

Scalable Software

Open Source Tools

M/C Learning

It is naturally becoming

integrated into the Data Lake

Data
Prep

Model

Analyze

Deploy

Execute

A Practical View

The data wrangling activities

transform data into information in
preparation for transforming it into
knowledge

u How

would you define data governance would

you include provenance/lineage?

u How

does Experian integrate with data streams

(or doesnt it)?

u In

respect of scale, what is your largest

implementation by data volume and what was
the industry sector/problem space?

u Who

do you serve, the business analysts or the

data scientist?

u Is

your capability only relevant to analytics or

does it have broader areas of application?

u Technically,

what makes it fast?

u Please

comment on analytical workloads:

- What do you see as the natural IT bottlenecks?
- What do you see as the natural business
bottlenecks?

u Who

do you partner with?

Upcoming Topics

December: INNOVATORS
January: ANALYTICS
February: BIG DATA

www.insideanalysis.com

THANK YOU
for your

ATTENTION!
Some images provided courtesy of Wikimedia Commons