TATA Teleservices - SAS Forum India: Enhancing Marketing Performance to drive Business Objectives

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An exclusive presentation by Mr. Mayank Sahai, AVP - Corporate Marketing - Tata Teleservices Ltd. on ‘Enhancing Marketing Performance to drive Business Objectives.’ The presentation was made at SAS …

An exclusive presentation by Mr. Mayank Sahai, AVP - Corporate Marketing - Tata Teleservices Ltd. on ‘Enhancing Marketing Performance to drive Business Objectives.’ The presentation was made at SAS Forum India 2013.

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  • 1. Enhancing MarketPerformance to driveBusiness ObjectivesMayank SahaiAVP – TATA Docomo
  • 2. Right Now!!Copyright © 2013 , SAS Institute Inc. All rights reserved.
  • 3. Right Now!! Data user (Dongle) is nearing his bandwidth full-usage and expected to get into 1X speed very shortly Intimate the user as & when it happens and propose most suitable analytically identified offer to renew the product at the earliest possible time.Copyright © 2013 , SAS Institute Inc. All rights reserved.
  • 4. Current capabilities build through CM (1 of 2) Device Usage Billing Call Center Network VAS Campaign management • Cross platform pollination : Voice , VAS, m-commerce, Composite View of data etc – Product hybridization customers gathered from Moving from broad based to • Micro Segmentation : Targeted customer segment to micro segmented target group all possible input sources to achieve higher business of information achieve focused and specific business objectives impactCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 5. Current capabilities build through CM (2 of 2) Through use of various Campaign management predictive analytics models on targeted micro targeted at specific business segmentation goals, customer insight and intervention plan is created Post campaign analytics and performance measurement for continuous improvement An integrated approach to reach to customer in an effective wayCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 6. Business objective that go beyond CM While scalability and efficient intervention are achieved through CM, business objectives may go much beyond • Product preferences • Channel preferences • Real time interventions Revenue enhancement • Value maximization Cost optimization Customer retention Business ProfitabilityCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 7. Product Preferences Product listing Recharge based products Special tariff based products 1 Rate plans 3 2 Promotional product Top offer choices for each offerings customer VAS offerings Location based promotions ….. Selection of best possible products for a customer through product optimization Insight of customer preference on product stackCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 8. Channel Preferences SMS ATL SMS Products Retail USSD Communication preferences for And contact optimization IBD OBD Web Services E-mail Cust. care Contact Optimization BTL User tolerance Access medium Communication channels Effectiveness Product bonding Insight on most preferred channel for each customerCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 9. Real time interventions Identification of customer’s real A time needs through event triggers RTDM and predefined rules Engine Communication of relevant offer in Real time B near real time offer on relevant C Optimized hardware for offer need of the communication for each customer customer and Integrated with CM for benefit subsequent D fulfillment CM fulfillment Platform Performance measurement for E continuous improvementOpportunity capitalization on customer’s impulse behavior – a scientific approachCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 10. Value maximization Full view of customer Right Offer Device Campaign management SMS Usage Business Analytics Right Channel Billing Product & channel optimization Call Center Performance measurement Reporting & Dash boarding Right Time Network Real time interventions VAS Personalized Value maximization through resource optimizationCopyright © 2013 , SAS Institute Inc. All rights reserved.
  • 11. Thank you. Copyright © 2010, SAS Institute Inc. All rights reserved.
  • 12. MAY I NOW WELCOME Mr. Manoj Srivastava Director – Integrated Technology & Governance MTS IndiaCopyright © 2013 , SAS Institute Inc. All rights reserved.