Implications of Analytics in Marketing Organization

1. IMPLICATIONS OF
ANALYTICS IN MARKETING
ORGANIZATION
HARSHITA MAHESHWARI

2. INTRODUCTION
• Big data has the ability to use technology to analyze and meaningfully
interpret large amounts of raw data that is available to businesses
through purchases, customer interactions and much more.
• It uses data, algorithms and machine-learning techniques to showcase
the probability of a future outcome based on past occurrences.
• Today, there is more technology available than ever which allows a
greater number of people to get value from data that is anybody can
see and understand their own data to gain new insights.

3. BIG BASKET: ONLINE GROCERY STORE
bigbasket.com (Innovative Retail Concepts Private Limited) is India’s largest online
food and grocery store. With over 18,000 products and over a 1000 brands in their
catalogue one will find everything that they are looking for.
Right from fresh fruits and vegetables, rice and dals, spices and seasonings to
packaged products, beverages, personal care products, meats is all what big basket
offers.
Choose from a wide range of options in every category, that will help find the best
quality available at the lowest prices. Select a time slot for delivery and your order
will be delivered right to your doorstep.

4. BIG DATA IMPLICATION
• They use analytics as a tool to deliver best personalized experience to
their customers. Grocery is something that is required by the
households almost for like three four times in a month.
• A customer buying the products, the frequency of buying the products
and how long he has been associated with the service of bigbasket
forms a huge data for the customer service department.

5. • Data analytics has been helpful for the company in stock replenishment. So
basically it is an inhouse development. Wherein they understand what kind of
stock have replenished in past one week or one month.
• This gives an idea as to how much really needs to be stocked and thereafter the
list of products is forwarded to the merchandisers.
• They are able to replenish in the warehouse in an automatic way. This has really
added value in terms of lesser stock outs to the customers and better
experience. Therefore, the customers don’t have to face more and more stock
outs when they want to make a purchase.

6. • Secondly, they have a unique feature of Smart Basket. The company tries to
understand how each customer buys, what kind of products he has brought in
which categories and it populates the smart basket for the customer. So when
the customer really comes to buy it almost predict what kind of products he is
likely to purchase next time.
• It reduces the shopping time to less than five minutes for the customer. This
will save time of the customer and become more convenient for shopping.

7. THANK YOU