A presentation made at the Lithan Academy kick off for the Big Data Bootcamp

1. Analytics across the customer lifecycle
Nirmal Palaparthi
21 July 2015

2. Why is Analytics important?
• Latest buzzword?
• Provides jobs?
• Solves business problems

3. Customer lifecycle
• Acquisition
• Usage management
• X sell and Upsell
• Retention
• Advocacy

4. Acquisition Analytics
• Start from prospects
• Goal: better ROI
• Same budget more conversions or
• Lower budget same conversions
• Solutions
• Response models, Conversion models, Funnel analytics
• Leading bank increases mailer response rate from 4% to
19%

5. Well…. data is kinda important!

6. Usage Analytics
• Different strokes for different folks
• Behavioral Segmentation
• Parameters for segmentation that reflect useful behaviour
• Watchout: Demographic segmentation is useful in product design,
rarely in usage

7. Behavioral Segmentation
Credit Card portfolio segmentation construct

8. Behavioral Segmentation

9. X Sell and Upsell Analytics
• right product to the right customer at the right time
using the right channel
• Selling to existing customers is far easier than
selling to new customers
• Incoming channels make for better campaigns
• Examples: Bancassurance, beer and diapers
• Solutions: Market Basket Analysis, X-Sell
modeling

10. Xsell and Upsell in action
Product Details
Product DetailsXSell
Upsell

11. Retention Analytics
• Leaky funnel
• Different definitions of attrition
• NUNP, Dormancy, Inactive
• Early warning signals
• Example: Attrition models: Photo card

12. Churn Model in action

13. Advocacy Analytics
• Member get Member
• Reviews are powerful, even with strangers
• Solutions: Sentiment analysis, Social Listening

14. Sentiment Analysis has
multiple benefits
Source: Slideshare: How Do Users Like This Feature? A Fine Grained Sentiment Analysis of App Reviews (RE2014 Paper)

15. uh… and one more thing…

16. Listening based reinvention

17. Questions?
nirmalholdings@gmail.com