Across the world customer value management is gaining importance and is the key focus areas. At the recently concluded AfricaCom 2015, Amit Sanyal, Joint Head & Assistant Vice President for the Customer Value Management portfolio shared his views on - CX2.0: Sweating the Digital Assets – Analytics Way. Attached is the presentation from the event.

1. 1Copyright © 2013 Comviva Technologies Limited. All rights reserved.
CX2.0
Sweating the Digital Assets –
Analytics Way
AfricaCom 2015- 17th November’15, Cape Town
Deploy a data-driven marketing approach to
improve service consumption

2. 2
Agenda
Growth isn’t Growth anymore !
The new age assets – Digital !
Building Blocks for Digital Assets
Harnessing digital assets through power of Analytics
Getting the best out !
Mahindra Comviva’s CVM Solution

3. 3
Paradigm Shift –
Efficient Marketing

4. 4
Economic Trend Supporting Growth of Middle
Class Population
Growth isn’t Growth anymore!
 Migration of people
into Middle Class due
to disparity in income
& positive GDP
 Africa- One of the
fastest growing
continents in the
world with 5.2% of
forecasted annual
GDP growth by 2016
 Between 2000 and
2010 itself Africa’s
middle class base
grew by 130m
Source: African Development Bank, World bank data, IMF forecasts, Deloitte ‘Rise and Rise of the African Middle Class

5. 5
Mobile Markets are moving towards lower
revenue growth
Growth isn’t Growth anymore!
 Improved economic condition
enabled Africa to experience the
fastest telecom growth worldwide
 Mobile subscriber growth remains
fastest in the world positively
impacting telecoms markets
 Mobile subscription penetration
has > 72% across Africa
 But huge Multi-SIM ownership
observed leading to low revenue
growth
 In Nigeria mobile
penetration is > 60% but
SIM ownership is >2.4 per
user
2000 2015 (Estimated)
Need is to harness the existing assets for driving higher revenues

6. 6
The new world order - Rules have changed!
Mass marketing “Segment of one” marketing
Batch & blast Contextual Communication
Aligned to campaign calendar Aligned to customer lifecycle
One-way communication Dialogue/interactive
Business & channel silos Integrated & informed
Manual/semi-automated Fully automated
Periodic Real-time/ near-real time
1
2
3
4
5
6

7. 7
Marketing Redefined: Digital assets are evolving !
Have you identified the right
assets?
 Subscriber Profiles
 Transaction & Spend Patterns
 Ability to reach out on SMS,
USSD, Email, Bill, Portal
New Age Assets:
Transaction data, Usage patterns, Social data => Context
Identify the right
customer and serve
contextually
relevant offers

8. 8
Building Blocks for Digital Assets
Strategic
Marketing Plan
Marketing
program &
content
development
Digital Assets
Management
Multi-channel
Delivery &
Fulfillment
Analytical
Measurement of
Digital Assets
Need to manage digital assets through
robust process design
Practices
Potential

9. 9
Strategic & Innovative Marketing Plan
Strategic
Marketing Plan
Marketing
program &
content
development
Digital Assets
Management
Multi-channel
Delivery &
Fulfillment
Analytical
Measurement of
Digital Assets
Formulating a strategic marketing
map to ‘sweat’ digital assets is the
key
Customer-side
engagement is the key
Who is the customer
Demographic information, life
stage, transactional patterns,
device type, social group
Where is the
customer
present
Location & network
environment When would a
person take an
action
Real-time information
Who
Where
When
 Operators have large volumes of
customer data
 Power of analytics to understand and
bring context to engagement
 Potentially treat each subscriber as
unique

10. 10
Harnessing Digital Assets for Contextual
Marketing
Strategic
Marketing Plan
Marketing
program &
content
development
Digital Assets
Management
Multi-channel
Delivery &
Fulfillment
Analytical
Measurement of
Digital Assets
Contextual & Predictive Marketing
powered by Big Data analytics
Big Data
Applications
Predictive
Analytics
Contextual
Marketing
Pillars for new era Marketing Programs
 Consumer insights- key to derive the
Customer persona
 Recommendations - need to be contextual
and relevant

11. 11
Multi-channel delivery of right offers
Strategic
Marketing Plan
Marketing
program &
content
development
Digital Assets
Management
Multi-channel
Delivery &
Fulfillment
Analytical
Measurement of
Digital Assets
Analytics- predicting the right
channel for offer delivery
Multiple Channel delivery & fulfillment
Identify the right customer and send
contextually relevant offers by the
most relevant channel with power of
‘one-click’ fulfilment

12. 12
Do we have Right
product mix?
Ability to discover the
products?
When and how you reach out to subscriber?
Digital Assets Management
Data is immense – imperative to manage
the assets in the most profitable way
Strategic
Marketing Plan
Marketing
program &
content
development
Digital Assets
Management
Multi-channel
Delivery &
Fulfillment
Analytical
Measurement of
Digital Assets
New Age Digital Assets:
Transaction data, Usage patterns,
Social data => Context

13. 13
Analytical Measurement of Digital Assets
Creating ‘Actionable Insights’ to power
growth !
Strategic
Marketing Plan
Marketing
program &
content
development
Digital Assets
Management
Multi-channel
Delivery &
Fulfillment
Analytical
Measurement of
Digital Assets
 Have you identified right assets?
 Have you measured efficiency of your
Marketing Programs?
– Subscribers
– Subscriber profile
– Ability to reach out on SMS, USSD, Email,
Bill, Portal

14. 14
Power of Analytics - The paradigm
 Analytics to micro-segment (even N=1) based on behavior and profiles
 Cross-product into micro-segments
 Reach via more than one touch point:
“Average is for marketers who don’t have
enough information to be accurate ” --Seth Godin

15. 15
How do you do all this ? Big Data Analytics
Descriptive
PredictivePrescriptive
Unstructured data/
Profile data/
Demographic Data
Statistical /
Association/
Feature extraction
algorithms
Reports/Drill-downs/
Associations/ Feature
patterns
Usage data
and
transactional
data
Logistic
Regression
/ ML classifiers
Predictive
scores /
forecasts
Historical transactional
data and real-time data
feeds
Predictions,
random variable
optimization +
business rules
Recommendations,
optimized solutions

16. 16
Deploying a multidimensional approach to
arrive at granular customer insights
Analysis based
on tariff profile
Value based
analysis
Multi-dimensional
analysis
Transactions
Attitude
Demography
Interactions
Platinum
Silver
RFM score
Recency
Frequency
Monetary value
=
+
+
Gold
Location
 Defines broad
segments based on
class of service
 Ranks customers on
recency, frequency &
monetary value to
create segments
 Leverages demographic,
transaction, location,
interaction & social media
data to identify and
address each customer
uniquely

17. 17
Deepen engagement over the lifecycle of the
customer
Acquire Grow Retain Winback
Pricing
 Incentives for the first
top-up
 Discount on VAS
trials
 Bundled pricing
plans
 Location based
pricing
Real-time Offers
 Personalized real
time offers
 Next best offers
 Data/VAS/mMoney
promotions
 Location based offer
Churn control
 Churn propensity
scoring
 Customer experience
optimization
 Winback campaigns
Recommendation
 Service/content
recommendations
Rewards
 Loyalty programs
 Tenure based
personalized rewards
Usecases

18. 18
Mahindra Comviva’s
CVM Solution

19. 19
Addressing the 3V Business Challenges
The 3V challenge Magnitude of challenge
 Use analytical tools to gain insight
into customer data and drive
business decisions and action in real/
near-real time
 Use open source
framework to
process and store
large datasets
Data
velocity
Data
volume
Data
variety
GB TB PB
 Analyze both structured data
(transactional data) and unstructured
data (data from social networks,
customers’ feedback) to develop deep
insights into consumer behavior
Number of
mobile
customers
Number of CDRs
generated per
person per day
CDRs processes
5mn
20
x
=
100mn

20. 20
Through Mahindra Comviva’ s CVM Solution
Analytics layerData sources
Subscriber profile
Location
Social media
Multi-channel
Campaign delivery
Transactional data
Campaign manager,
scheduler and
executor
Reports
Data
visualization
layer
 RFM segmentation
 Custom micro-segmentation
using customer’s 360°
profile parameters
Mahindra Comviva’s Revenue Plus suite is a unique analytics driven CVM solution that drives Revenue
Growth by Contextual Marketing with emphasis on Customer Engagement and Retention

21. 21
Driving CVM
Revenue Plus: Creating Value at every step !
Revenue Plus Suite
Micro Marketing
Solution
Max Engage
Solution
Subscriber Segmentation
Campaign Management
iEOCN
(Intelligent Notifications)
Winback Solution
Loyalty Solution
(Subscribers/Retailers)
IRIS (Incremental Rev
through Incremental Sale)
Recommendation Engine
(NBA)
Churn Prediction
Dynamic Tarifing
Solution
DPS - Data
DPS - Voice
Data & Voice Micro-
pricing
1 2 3
Marketing Platform Marketing Solutions Marketing Services
 Analytical Driven Marketing
platform
 Tools & Technologies to
develop CVM Campaigns
 Module based offering as a ‘pick
and choose’ package
 Best Business processes &
Consultancy
 Allows transfer of Operational Usage &
Revenue enhancement Responsibilities
 Manage end-to-end U & R operations
Revenue Plus suite is a unique CVM solution that drives Revenue Growth by Contextual Marketing
with emphasis on Customer Engagement, Loyalty and Retention
IncreasedCustomer
Value
Business Consultancy Analytics Office

22. 22
Disclaimer
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