How does an initiative driven by finance from the beginning impact an entire company? When the customer journeys are captured, analyzed and improved for acquisition, expansion, and retention. This data-driven initiative is expected to reap $200M in new revenue for the global software giant Symantec in just the first year. It includes innovations in data utilizing the latest trends – Internet of Things (IoT), Hadoop data lakes, big data and telematics.
The global leader in security, backup and availability solutions, Symantec serves B2B and B2C markets for small mobile devices, enterprise data centers and cloud-based systems.
As we indicated, the initial journey began with finance. Conversations started with the desire to understand what analytic capabilities were needed by various business teams across the company. As Symantec assessed the many data marts in use, it was clear that there were more than 200+ business cases to drive, automate and scale data requirements.
“We weren’t sure where we were heading. We used our data warehouse mainly as a financial data mart. There was stuff that was done more on a reactive basis versus being proactive. One of the key things that we wanted to do is have a whole vision on the Customer 360 from the time a customer goes into our website and downloads information about our products, to the time they come in and we engage with the customer.” – Monish Doshi, Senior Manager, Data Platforms
Symantec combined customer information, product sales, product usage AND customer satisfaction data giving them huge insights end-to-end.
“We track what they are buying, their usage, and the telemetry. Looking at that, we want to sell more. Based on the usage pattern, I think they may benefit by having some other product line of ours.” – Monish Doshi, Senior Manager, Data Platforms
Gathering telemetry data from the Internet of Things (IoT), Symantec places unstructured data into a Hadoop data lake. The data is aggregated and pushed into Teradata. The first use case looked at customers who had purchased products they weren’t using or using products they hadn’t purchased.
“They paid for a thousand licenses but their install base shows two thousand or they got four products but they are using six products. Earlier we were not able to connect those dots. Once we had this integrated data warehouse and we started bringing data from all kinds of sources it solved the business problems that we had earlier. It’s increased our revenue. It’s helping us build our sales pipeline. All that is really important to the company.” – Monish Doshi, Senior Manager, Data Platforms
The telemetry data in the Hadoop data lake is also helping engineers and developers enhance Symantec products. State of health data is used to determine patterns for the next security breach enabling innovation.
“We get a lot of data from the servers, even from the consumer side. Let’s say you install a Norton antivirus, it sends a lot of data back on what kind of services you are using, what are the threat detections? What are the frequency of updates for the viruses? We take that data and store it for how that plays for the businesses. We tie it to a lot of different data sets, like bookings, install base, and deploy base.” -Monish Doshi, Senior Manager, Data Platforms
Teradata Data Labs were also a huge source of value. Symantec would look at existing data marts in their infrastructure and then determine if that data was already in the Teradata integrated warehouse. Using Teradata Data Labs, Symantec tested the purpose of the data mart against existing production data. When successful, Symantec would bring the data mart on board and then shut it down. Cost avoidance complete.
Congratulations to Symantec for all your success!