1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Your customer as a segment of one That changes every second! Hein Van Der Merwe Chief Technologist – Oracle MEA 15 October 2014 1

2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. 2

3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | General Preference General Preference

4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Basic Segments General Preference General Preference

5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Basic Segments

6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The bucket era

7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Age <16Age 16-18 Age 19-25Age 26-35Age 36-50 $$$$$$

8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Period 3 Period 2 Period 1 Slow changing “buckets” 8 Gender Age Income Bracket Unlikely Yearly Yearly+

9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |9 High propensity to change

10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |10 Low propensity to change

11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 11 Transactional Historical

12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 12

13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | ?

14. Slow changing “buckets” 14 Age <16Age 16-18 Age 19-25Age 26-35Age 36-50 $$$$$$

15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |15 Average Usage Average Purchase Last Purchase Last Month Usage Spend Class Last Location Last Payment Last Visit Maximum Spend Average Temp

16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The statistical and temporal bucket era

17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Period 1.5 Period 2.5 Period 3.5 Period 3 Period 2 Period 1 Unpredictable “buckets” 17 Purchase Visit Location Unpredictable

18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |18 Best Before 01/01/2000 Best Before 01/01/2000 Relevance Expiry Date

19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |19 Infinite Segmentation Loop

20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |20 High propensity to change Answers (Temporal) Questions (Self perpetuating) Complexity (Exponential)

21. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 800+ Every Day

22. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Transactional Analytical Historical Analytical

23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 23 In-MemoryBig Data

24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 24 Big Data SQL In-Memory

25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | ?

26. Data Explosion Web & social networks experienced it first… Infographic by Go-gulf.comGo-gulf.com

27. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | … but enterprises are now facing it too … but enterprises are also facing it now Source: http://www.oracle.com/us/corporate/press/1704764http://www.oracle.com/us/corporate/press/1704764 Utilities deploying smart meters?  200x information flowing to data center!

28. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |28 Best Before 01/01/2000 Best Before 01/01/2000 Relevance Expiry Date

29. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |29 Near Immediate Expiry Date

30. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Fast Data

31. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |31

32. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |32 Location

33. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |33 Supply Chain Logistics

34. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |34 Life Events

35. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |35 Retail Events

36. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | The Real Time Enterprise Era Actionable Events Streaming Engine Data Reservoir Enterprise Data & Reporting Discovery Lab Actionable Information Actionable Data Sets Input Events Execution Innovation Discovery Output Data Structured Enterprise Data

37. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 37 Big Data SQL In-Memory

38. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Conclusion – Where is your organization ? 38 The statistical and temporal bucket era The bucket era The real time enterprise era Segment of One

39. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |39

40. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Conclusion – Lessons Learnt – Segments of One Yesterdays Organizational Imperatives 40 PeriodicFunctional

41. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Conclusion – Lessons Learnt – Segments of One Tomorrows Organizational Imperatives 41 Real TimeIntegrated