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 and campaign management implementations.

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Learnings from customer analytics and campaign management implementations

  1. 1. My Learning from customer analytics and campaign management implementations Manoj Shrivastava Director-IT MTS India
  2. 2. 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
  3. 3. Disclaimer 3 The presentation is very prescriptive (professorial)
  4. 4. 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. 5. 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. 6. 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. 7. 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. 8. 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. 9. 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 • BI requires continuous improvements and will become outdated otherwise.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. 10. 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
  11. 11. Thank you