Information Excellence 2015 Spring Summit Business Analytics

Ravishanker N, CIO, TataskyCompeting with Analytics Journey: Insights and Deliberations

Information Excellence 2015 Spring Summit Business Analytics

Analytics & Big data Drivers for a customer centric

organization

1

Who we are?

2

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

3

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

4

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

5

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

6

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

7

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

8

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

9

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

10

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

11

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

12

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

13

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

14

Thank You

Information Excellence 2015 Spring Summit Business Analytics

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