Use Apache Hadoop and Tableau to Improve Marketing Outcomes

Categories: Data Warehouse Enterprise Data Hub General Partners

Psst… hey, can you keep a secret?

I heard from a reliable source who shall remain nameless that there’s a new Star Wars movie about to hit the theaters! Maybe even as soon as this month!

OK,  obviously this isn’t a secret. In fact, I believe the omni-channel marketing campaign that is generating hype for this movie might be even more impressive than the film itself. Heck, C-3P0 helped me navigate traffic on my way to work this morning.

But for those of us who don’t have a gajillion dollar marketing budget, a 40-year legacy at the box office, and legions of fans worldwide, effective campaign management and measurement still matters. In fact, given how the buying experience and landscape of companies and products vying for your customers’ attention is constantly evolving, it matters more now than ever.

Last week, we hosted a webinar with Tableau, focused on how big data analytics and visualization tools can help marketers better understand their customers and use data to deliver more personalized experiences across a variety of channels.

During that discussion, we touched on the challenges associated with capturing, managing, and extracting value from the data flowing into the myriad disparate marketing systems and applications you’re likely using today. These tools may be great point solutions, but if you want to look across a variety of data sources, you need to locate and load that data into an analytic database, which takes time. Then you’re quickly going to run up against constraints around information size and type, particularly if you’re analyzing hefty data loads like clickstreams.

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There are a number of other challenges associated with the traditional marketing IT infrastructure as diagrammed in the chart above. What we’re starting to see from customers now is a shift toward a hadoop-based architecture that allows for unlimited data ingest at any type and speed. What’s great for marketers isn’t simply its storage or processing power, but rather the ability to interrogate the data through a variety of analytic and BI tools like Tableau. Ask any question about your customers, the market, the effectiveness of your campaign, and get an answer that leads you to your next big idea.

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Of course a technology is only as good as the use case it’s applied toward, and the flexibility and agility of Cloudera Enterprise allows it to be the platform of choice for anything from fraud analytics to threat detection to genomics research to preventative maintenance. For marketers however, we see widespread adoption on three tracks:

  • Optimizing campaign investments – making sure you can ingest, secure, and use all the data at your disposal
  • Creating personalized experiences – using your data to drive the right offer to the right person at the right time
  • Understanding customer loyalty – learning from campaign experience to ensure your customers remain your customers

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During the webinar, we received a number of questions that we were unable to address due to time constraints. I wanted to respond to some of those now:

1) What’s the easiest way to get started with Cloudera and Tableau?

Tableau offers a free 14-day trial on its website. The quickest way to get started with Apache Hadoop is Cloudera Live. Cloudera Live runs on AWS and allows you to start working within a Cloudera Enterprise environment, running components like Hue and Cloudera Manager. You can connect to Tableau to visualize your data as well.

2) How does Cloudera Enterprise compare to SAP HANA?

Cloudera Enterprise and SAP HANA are complementary offerings. You can learn more about our partnership, including how to connect HANA to Cloudera via ODBC and JDBC on our website. We are also featuring a Capgemini-driven reference architecture, integrating components from SAP, Cloudera, and Intel needed to put big data insights at the “point of action.”

3) Can you explain what data masking is and how to use it?

Data masking for Hadoop will be available in RecordService, a solution that’s currently in public beta release and complements Apache Sentry (incubating) by providing row- and column-based security for every Hadoop access engine. Dynamic data masking allows companies to obfuscate (or “mask”) sensitive elements as they land in hadoop. For example, hiding or changing the digits on a customer’s credit card or a social security number.

Learn more about Cloudera’s solutions for marketing and data discovery and analytics. For more information on how Tableau and Cloudera are working together to put the power of Hadoop in the hands of the business user, check out our partner solutions page.

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