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Information Excellence 2015 Spring Summit Business Analytics
Ravishanker N, CIO, Tatasky
Competing with Analytics Journey:...
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 subscr...
Business Challenges – IT Alignment
3
Rapid Go To
Market
Competitive Markets Flexibility & Speed
Unprecedente
d Growth
Spur...
Rural Market Potential & Challenges
4
100 Million
Households
50% of
India’s
buying
potential
600 Million
Individuals
72%,
...
Digital & Business - Synonymous
5
Easier said than done
“Analytics will define the difference between winner and losers”
P...
Why we should look at it now
6
It helps in achieving
• Incremental results out of marketing spend
• Incremental margins ou...
• Churn prevention
• Acquisition
• Up-sell/ cross sell
• Optimize
packaging
• Multi screen
engagement
• VOD
recommendation...
Benefits for Audience insights
8
Imagine a world where you are
more accurate of viewership in
the future
• How many views ...
Framework for social engagement
9
Don’t just listen. Learn and earn
Drive organic
growth
Increase operating
efficiency
Red...
The social circle
10
Social Media Impact
Social Media RelationshipsSocial Media Discovery
Social Media Segmentation
ARE WE...
11
Assess Social Media Impact:
Are we successful? Where can we do better?
Situation Examples:
• Improve brand reputation w...
12
Segment Social Media Audiences:
Are we hitting target audience? Have we identified potential new target?
Situation:
•En...
13
Discover new ideas…and risks:
What we did not know about our model - What are my next steps?
Situation:
•Expand product...
14
Thank You
Information Excellence 2015 Spring Summit Business Analytics
Community Focused
Volunteer Driven
Knowledge Share
Accelerated Learning
Collective Excellence
DistilledKnowledge
Sh...
About Information Excellence Group
Reach us at:
blog: http://informationexcellence.wordpress.com/
linked in: http://www.li...
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201503 ieg preso_ravishanker n_tatasky_publish

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Competing with Analytics Journey: Insights and Deliberations

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201503 ieg preso_ravishanker n_tatasky_publish

  1. 1. Information Excellence 2015 Spring Summit Business Analytics Ravishanker N, CIO, Tatasky Competing with Analytics Journey: Insights and Deliberations
  2. 2. Information Excellence 2015 Spring Summit Business Analytics
  3. 3. Analytics & Big data Drivers for a customer centric organization 1
  4. 4. 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
  5. 5. Business Challenges – IT Alignment 3 Rapid Go To Market Competitive Markets Flexibility & Speed Unprecedente d Growth Spurts Focus on Rural Areas Scalability Lower Transaction Costs Self Service & Automation Partner Enablement Expanding Market Reach Partner Delight Reward & Incentives
  6. 6. 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”
  7. 7. 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
  8. 8. 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
  9. 9. • 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
  10. 10. 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
  11. 11. 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
  12. 12. The social circle 10 Social Media Impact Social Media RelationshipsSocial 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 14 Thank You
  17. 17. Information Excellence 2015 Spring Summit Business Analytics
  18. 18. Community Focused Volunteer Driven Knowledge Share Accelerated Learning Collective Excellence DistilledKnowledge Shared, Non Conflicting Goals Validation/ Brainstormplatform Mentor,Guide, Coach Satisfied,Empowered Professional Richer Industry and Academia About Information Excellence Group Progress Information Excellence Towards an Enriched Profession, Business and Society
  19. 19. About Information Excellence Group Reach us at: blog: http://informationexcellence.wordpress.com/ linked in: http://www.linkedin.com/groups/Information- Excellence-3893869 Facebook: http://www.facebook.com/pages/Information- excellence-group/171892096247159 presentations: http://www.slideshare.net/informationexcellence twitter: #infoexcel email: informationexcellence@compegence.com informationexcellencegroup@gmail.com Have you enriched yourself by contributingto the community Knowledge Share..

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