Juan Carlos Plaza explica los proyectos sobre Big Data de BBVA
Post on 29-Jan-2015
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Big data projects Juan Carlos Plaza juancarlos.plaza@bbva.com
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26M transactions / day
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Credit access
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15%
40%
Retail
9 Sector
My customers
Area
What does a retailer really know?
My customers in other
sectors & areas?
Non customers in other sectors
& areas
My customers in my sector &
area?
My customers in my sector?
My customers in my area?
Non customers in my sector?
Non customers in
my area?
Non customers in my sector &
area?
10 Sector
My customers
Area
What does a retailer really know?
Crosselling Diversification
Diversification
Loyalty
Expansion Expansion
Opening hours
New portfolio Offers
Crosselling
11 Éste es un informe confidencial propiedad de BBVA, queda prohibida su difusión sin autorización previa. Los datos u@lizados son tratados de forma totalmente agregada y anónima cumpliendo la Ley Orgánica de Protección de Datos de Carácter Personal (LOPD).
Distancia media recorrida por los clientes de xxx residentes en Madrid para realizar una compra
12 Éste es un informe confidencial propiedad de BBVA, queda prohibida su difusión sin autorización previa. Los datos u@lizados son tratados de forma totalmente agregada y anónima cumpliendo la Ley Orgánica de Protección de Datos de Carácter Personal (LOPD).
RECURRENCIA XXX Clientes únicos VS Ingresos en función del nº de visitas
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Wallet share de xxx frente al resto de bares&rtes por cp de cliente
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MADRILEÑOS CLIENTES
Patrón madrileños vs clientes Patrón de compra antes/después
15 Éste es un informe confidencial propiedad de BBVA, queda prohibida su difusión sin autorización previa. Los datos u@lizados son tratados de forma totalmente agregada y anónima cumpliendo la Ley Orgánica de Protección de Datos de Carácter Personal (LOPD).
Commerce 360
16 Éste es un informe confidencial propiedad de BBVA, queda prohibida su difusión sin autorización previa. Los datos u@lizados son tratados de forma totalmente agregada y anónima cumpliendo la Ley Orgánica de Protección de Datos de Carácter Personal (LOPD).
C360 is a data-driven application suite for retailers of any size to help them understand and act upon their business, customers and context. Decision Examples:
• Customized offers • Marke@ng campaigns • New products offers • Cross-‐Sales • Local Partnerships • Measure ROI • Op@mal opening hours • Op@mal branch loca@on
Sample Pilot: Commerce 360
Urban data services
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world
2011-2012 spending in Madrid by nationality
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country
region
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Qué adquieren los residentes fuera de Sant Cugat
Qué adquieren los residentes dentro de Sant Cugat
city Balance of trade: Sant Cugat (October 1, 2011 – March 31, 2012)
neighbourhood Madrid Gay Pride
Madrid Gay Pride
Incremento MADO 2011 vs 2012 13,8% -0,8% 9,1% 3,7%
9,8% 4,01% 23,62% 19,48% Incremento 2011 vs semana control 2011
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Transactions by street / week of the event
Madrid Gay Pride street
InnovaChallenge Data API
Innova Challenge API What is it?
The InnovaChallenge Data API offers aggregated statistics of spending by geographical area, temporal period and commercial category, accesible through a REST services API.
Innova Challenge API
Which are the data sources? (1/2)
The statistics exposed through the InnovaChallenge Data API come from a dataset that contains transactions performed with BBVA cards, properly anonymized and aggregated. Scope: • Madrid and Barcelona provinces • Timespan: 2012-11 – 2013-04 • Classified into commercial sectors of activity Some metrics about the data: • More than 30 million transactions • More than 2 million cards • More than 200,000 stores Overall, BBVA has a 15-20% market share in card payments.
Innova Challenge API
Which are the data sources? (2/2)
Each transaction has several parameters associated that describe the context of the purchase made: • Transaction amount • Time & date of the purchase (timestamp) • Store location (lat/lon coordinates). • Commercial category of the store. • Demographic segment of the cardholder. • Zip code of residence of the cardholder. This data, processed and aggregated, provide the basis for the API services. These allow to gain relevant insights on the commercial activity in a given geographical area, for a specific activity sector, for a specific timeframe and a customer segment.
The API offers data about geographical areas in two different partitions for the Madrid and Barcelona provinces: - Zip codes - Zoom 2 cells (450x550m) • These cells have a size determined by half of a hundredth of a decimal lat/
lon coordinate. The cells are centered in coordinates with the third decimal place set to 0 or 5. Some examples:
(40.415, -3.705), (40.420, -3.705), (40.415, -3.710), (40.420, -3.710)
• To ask for a cell it’s enough to call the services with a point contained in such cell.
Statistics: spatial detail
Innova Challenge API
- Timeframe: 2012-11 – 2013-04 - Data is aggregated by weeks and months. • Week number 1 in a given year is
considered to be the week that has more than 4 days within the given year.
• To ask for statistics of a given week or month, just specify a day that belongs to the period of interest in the API call.
Statistics: temporal detail
Innova Challenge API
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There are 16 different store categories / types of activity:
• Travel • Groceries • Hypermarkets • Hotels • Real estate • Automotion • Bars and restaurants • Personal care
Statistics: store categories
• Sports & toys • Technology • Home • Contents • Fashion • Leisure • Health • Transportation
There are also aggregates for all categories at once.
Innova Challenge API
Available statistics services
Commercial categories
Innova Challenge API
The statistics in the services are always referred to an area, a commercial category and a temporal aggregation.
1st service: customer segments Given an area, a commercial category and a temporal aggregation, the service returns: - Average spending - Number of transactions - Number of unique cards that have performed the transactions for each one of 14 demographic segments and one segment belonging to corporate cards. It provides insights on how each customer segment spends their money. Restriction: no results are given if based on less than 3 cards per segment or less than 5 stores per category.
Innova Challenge API
Available statistics services
Innova Challenge API
Available statistics services
2nd service: purchase patterns Given an area, a commercial category and a month, the service returns: - For the transaction amounts: average, minimum, maximum, standard deviation and mode. - Number of transactions - Number of unique cards that have performed the transactions for each hour of the day and each day of the week (aggregated patterns computed over the course of a month) Provides insights on typical purchase patterns Restriction: no results are given if based on less than 3 cards or less than 5 stores per category.
Innova Challenge API
Available statistics services
3rd service: zip codes of residence of the customers. Given an area, a commercial category and a temporal aggregation, the service returns the list of the top 100 zip codes of procedence of customers making purchases in that given area, ordered by the following criteria: - Total spending - Number of transactions - Number of unique cards that have performed the transactions The service returns also the values for these criteria. Provides insights on the area of influence of the stores that are located in a given area. Restriction: no results are given if based on less than 3 cards per zip code or less than 5 stores per category.
Innova Challenge API
Additional services
Commercial categories This service returns the commercial categories tree that can be used to call the other API services. It returns the category id and the description string in English and Spanish.
Innova Challenge API
Access to the API
The data is accesible through a REST API that provides the three data services and the additional commercial categories service. It is necessary to register first at the BBVA Developer Center:
http://developer.bbva.com The registration process currently requires the user to specify an application. Once it is registered, the Developer Center provides a pair of app_key and app_secret that will allow you to authenticate yourself and consume the services.
Thanks!
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