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Learnings from customer analytics and campaign management implementations

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This presentation was made at SAS Forum India 2014 by Mr. Manoj Shrivastava, Director - IT, MTS India. In this presentation, he talks about the various learnings derived from his experiences with BI ...

This presentation was made at SAS Forum India 2014 by Mr. Manoj Shrivastava, Director - IT, MTS India. In this presentation, he talks about the various learnings derived from his experiences with BI and campaign management implementations.

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Learnings from customer analytics and campaign management implementations Learnings from customer analytics and campaign management implementations Presentation Transcript

  • My Learning from customer analytics and campaign management implementations Manoj Shrivastava Director-IT MTS India
  • 2 What makes me share? • 16 Years of Telecom IT experience • 13 Years Experience in Analytics • 3 Implementations of Analytics and Business Intelligence over 12 years
  • Disclaimer 3 The presentation is very prescriptive (professorial)
  • 4 Lesson #1: Show them what they want • The business user does not understand jargons – You have to show them the actual useable insights during POC • After POC the business user should be able to interpret the insight
  • 5 Lesson #2: BI is not an IT Project • The ownership of BI implementation and success cannot be of IT alone of business alone • It has to be shared 50:50
  • 6 Lesson #3: Analytics is not reporting nor dashboarding • Dashboards, Reporting (canned and ad hoc), are parts of BI but they are not the sole purpose why you implement it. • Find a measurable business outcome e.g. profits, churn target, turnaround time measured in currency terms to implement a BI project
  • 7 Lesson #4: Measure and Celebrate • The business outcome should be periodically measured and propagated to the management • ROI should not just remain as a budgetary exercise but also transform to reality
  • 8 Lesson #5: Data is not always of quality • 100% data quality is a myth. Many professionals do not start the BI journey till they attain 100% data quality. • They are still waiting for it
  • 9 Lesson #6: Close looping is mandatory • I have done few projects where there was no automated close looping of analytics outcome. • The idea was that the users will do it. • BI requires continuous improvements and will become outdated otherwise.
  • 10 Lesson #7: BI is a journey not a project • Big Bang approach does not work in BI. You cannot aim for Usage Analytics, Network Analytics, Financial Analytics and Predictive Analytics all at once. • The sheer size of the project over whelms you. • For business it becomes difficult to absorb all this together
  • Thank you