Databases Reference
In-Depth Information
Figure 3-6.
The big data analytics platform delivers a 360-degree view of customer,
portfolios, risks, and exposure at real-time
To demonstrate the value of the big data analytics platform, let's analyze the
use case.
Ann, a homeowner is shopping to refinance her home. She begins browsing the
Internet to shop for a refinance on her home to take advantage of the favorable interest
rates. She does an Internet search and finds options for mortgages and refinancing.
Ann selects a bank whose link is near the top of the search results (Her current bank
does not show up in the top five of the list at all!). Ann clicks the link to a banking site for
more information. When she lands on the banking site, she is presented with an asset
of re-finance, which is the topic she searched online for. While she could go directly to
this offer, she wants to explore the site and see if she can find more information before
applying for the offer. Ann spends a considerable amount of time on the mortgage
homepage, and she sees each product contains reviews as well as ratings and comments
from other consumers but is unable to make up her mind. Sensing that Ann could be
ready to abandon the purchase, an instant chat is offered to help her. Finally, Ann decides
on a refinance product and begins an online application process.
Throughout the scenario, you can see different data sources coming into play:
clickstream data, customer profile data, browsing behavior data, etc. The big data
analytics platform not only puts all of these data in context in one place but offers the
ability to correlate, analyze, and provide real-time recommendations. The transactions
generated by Ann's refinance scenario are kept in the bank's core systems, the systems
that hold these records are operated for high-availability, transactional integrity, data
security, and recoverability. The transactions from Ann's branch activity create “events”
that initiate actions in near real-time to assess the transaction's validity (for example,
