Information Excellence 2015 Spring Summit Business Analytics Ravishanker N, CIO, Tatasky Competing with Analytics Journey: Insights and Deliberations
Jul 16, 2015
Information Excellence 2015 Spring Summit Business Analytics
Ravishanker N, CIO, TataskyCompeting with Analytics Journey: Insights and Deliberations
Who we are?
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Tata Sons 21st Century Fox
India’s Leading DTH Provider
Market Leader in a 5 player market
14 million subscribers & counting
3 Lakh Distributors & Dealers all over India
Business Challenges – IT Alignment
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Rapid Go To Market Competitive Markets Flexibility & Speed
Unprecedented Growth
Spurts Focus on Rural Areas Scalability
Lower Transaction
Costs Self Service & Automation Partner Enablement
Expanding Market Reach Partner Delight Reward & Incentives
Rural Market Potential & Challenges
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100 Million Households
50% of India’s buying
potential
600 Million Individuals
72%, population
in rural areas
6L+ Villages
Low PC Penetration
Internet Connectivity, a challenge
Cost Sensitive Market
Distribution & Logistics
Partner Management Overheads
Seasonal Spikes
“The Fortune is at the bottom of the Pyramid”
Digital & Business - Synonymous
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Easier said than done
“Analytics will define the difference between winner and losers”
Possible approach • Set a strategy • Draw a detailed roadmap for investing assets such as technology,
tools and data sets. • Tackle the intrinsic challenges of securing commitment • Reinventing processes • Changing organizational behavior
Why we should look at it now
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It helps in achieving • Incremental results out of marketing spend • Incremental margins out of pricing and promotion decision • Incremental sale out of better supply chain and partner eco system • Incremental cost saving by having inventory at the right time at the
right place • Incremental customer satisfaction by analyzing data residing
outside enterprise • Incremental churn reduction by a proactive rather than a reactive
approach
In a saturated market its imperative for companies to analyze every valuable data that’s present
• Churn prevention • Acquisition • Up-sell/ cross sell • Optimize
packaging • Multi screen
engagement • VOD
recommendations
Benefits for Audience insights
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Audience intelligence
Marketing
• Insights for program negotiations
• Identify targets for new and existing subs
• Produce tier 1 and tier 2 insights
• Program schedule optimization
Programming
• Research – Rating
forecast • Improve
advertising inventory and pricing
• Optimization of ad sales
• Uncover unknown addressable advertising target
Advertising
• Improve customer
experience • Root cause
analysis • Network analytics
Operations
Benefits for Audience insights
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Imagine a world where you are more accurate of viewership in the future • How many views on KBC • How many views on IPL finals
Imagine a world where you have approachable analytics to uncover who should be targeted • For a VOD campaign • For a new premium channel launch
Imagine a world where you have self service reporting and valuable insights at finger tips • Content usage • Advertising performance
Imagine a world where you welcome a customer with the resolution of the problem for which he called for • Reduction in AHT • Customer delight
Framework for social engagement
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Don’t just listen. Learn and earn
Drive organic growth
Increase operating efficiency Reduce risks
Increase customer acquisition
Improve cross selling
Increase customer retention
Lower cost to sell
Lower cost to serve
Optimizing marketing spend/
effort
Manage brand reputation
Innovate risk management
Fraud prevention
The social circle
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Social Media Impact
Social Media Relationships Social Media Discovery
Social Media Segmentation ARE WE MAKING THE RIGHT INVESTMENTS IN PRODUCTS/SERVICES, MARKETS,CAMPAIGNS
EMPLOYEES, PARTNERS?
ARE WE REACHING THE INTENDED AUDIENCES - AND ARE WE
LISTENING?
WHAT NEW IDEAS CAN WE DISCOVER?
WHAT IS DRIVING SOCIAL MEDIA ACTIVITY, BEHAVIOR AND
SENTIMENT?
• Share of Voice • Reach • Sentiment
• Geographics, Demographics • Influencers, Recommenders,
Detractors • Users, Prospective Users
• Affinity • Association • Cause
• Topics • Participants • Sentiment
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Assess Social Media Impact: Are we successful? Where can we do better?
Situation Examples:
• Improve brand reputation with customers, employees, partners • Assess investment in marketing campaigns, employee programs • Understand impact of product features
Measures:
• Share of voice: Relative volume • Reach: Distribution across sources • Influencer analysis • Sentiment: Distribution by sentiment • Geographical differences
Actions: •Improve message to market •Change marketing mix •Update employee programs •Introduce new product features •Target new suppliers
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Segment Social Media Audiences: Are we hitting target audience? Have we identified potential new target?
Situation:
•Enter new market or grow target market share •Improve market/sales effectiveness •Recruit top talent •Identify Supply Chain disruptions
Measures:
•Demographics - context •Influencer impact •Author behavior patterns •Geographic differences
Actions: • Improve targeted programs • Move to second supplier • Change marketing mix • Plan new recruitment strategies
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Discover new ideas…and risks: What we did not know about our model - What are my next steps? Situation:
•Expand product lines •Understand the “market” voice •Identify brand risks •Learn what don’t we know
Measures:
•Emerging topics – share of voice •Emerging topics – sentiment •Emerging topics – reach •Emerging topics – geography
Actions:
•Identify new market, product etc. •Improve market positioning •Change marketing mix •Update model •Introduce new features
Community Focused
Volunteer DrivenKnowledge Share
Accelerated Learning
Collective ExcellenceDistilled Knowledge
Shared, Non Conflicting Goals
Validation / Brainstorm platformMentor, Guide, Coach
Satisfied, Empowered Professional
Richer Industry and Academia
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