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Journey to Creating a 360 View of the Customer: Implementing Big Data Strategies

Journey to Creating a 360 View of the Customer: Implementing Big Data Strategies

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“The modernization of the tobacco industry is resulting in a shift towards a more data-driven approach to trade, operations and the consumer. The need to scale while maintaining margins is paramount, and today’s consumer requires more personalized engagement and value at every interaction to drive sales and revenue. At Altria, we’re at the forefront of this evolution, leveraging hundreds of terabytes of big data (such as point-of-sale, clickstream, mobile data, and more) and machine learning to improve our ability to make smarter decisions and outpace the competition. This talk recaps our big data journey from a legacy data infrastructure (Teradata), isolated data systems, and the lack of resources which prevented our ability to move quickly and scale, to our current state where we’ve successfully implemented, architected and on-boarded tools and processes in stages of data acquisition, store, prepare, and business intelligence with Azure Data Lake, Azure Databricks, Azure Data factory, APIs Managements, Streaming and Hosting technologies and provided Data Analytics platform. We’ll discuss the roadblocks we came across, how we overcame them, and how we employed a unified approach to big data and analytics through the fully managed Azure Databricks platform and the Azure suite of tools which allowed us to streamline workflows, improve operational performance, and ultimately introduce new customer experiences that drive engagement and revenue.”
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