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Customer analytics for Startup and SMEs
Listen2Data Consultancy provides customer analytics solutions and services to help small and medium enterprises (SMEs) utilize data and analytics. They offer predictive churn and segmentation models, targeting solutions to identify the best customers for campaigns, and flexible on-demand analytics services. Case studies demonstrate applying these services to challenges in industries like hospitality, telecom, and retail. The document outlines Listen2Data's offerings and methodology, providing high-level information on how they help SMEs leverage data and analytics.
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Customer analytics for Startup and SMEs
- 1. Customer Analytics Solutionsfor SMEs Listen2Data Consultancy March 2015
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- 3. About Listen2Data Consultancy Listen2Data Consultancy Listen2Data Consultancy is an IIT-IIM-ISI alumni initiative dedicated in serving various industries in the market research, analytics and decision support processes. Listen2Data has clients from Fortune 500 companies to startups and has catered to industries such as automobiles, BFSI, retail, e-commerce, IT, media, services, chemical and manufacturing, logistics, telecom etc.
- 4. About Listen2Data Consultancy(contd.) Our Business Offerings: Our Network: Offerings Analytics Research Digital marketing Consulting Product Development Training HQ: Bangalore Mumbai Delhi Chennai Development Office: Kolkata Operations Sales
- 5. Data Analytics -An Inter-functional and Interdisciplinary Field 5 Big Data Analytics Software Developmen t and Implementa tion Data Capturing & Engineering Statistical Analysis Manufacturing Telecom Banks Investment and Trading Logistics … Big Data Analytics Data Analytics/Science has applications in all industries and in different departments/functions/verticals within the same industry/company…
- 6. Analytics enable highergrowth… 6 Internal Data External Data External Scores Data Integration Production Finance Manpower Marketing Logistics Decision Making & Resource Optimization • Strategic Decisions • Sustainable Solns • Cost optimization • Increased Turnover • Higher PAT • Higher Satisfaction • Retention Using big data tools Extraction Metadata Data Cleaning Data Variable Generation Architecture Integrate Models Integrate Decisions & MetricsAnalytics Engine
- 7. 7 Customer Analytics forSMEs by Listen2Data
- 8. UnChurnTM Solution 1: ChurnManagement • Know why your customers do not continue • Early identification of vulnerable customers • Reduction of switching 8 Customer Data / Transactional Data Predictive Analytics Churn Predictions Basic (Rs. 10000 / $200 per year) • Unique customer Base up to 1000 customers for B2C and 50 customers for B2B • Yearly predictions Enterprise (Rs 25000 / $500 per year) • Unique customer Base up to 5000 customers for B2C and 100 customers for B2B • Bi-annually predictions Premium (Rs 50000 / $1000 per year) • Unique customer Base up to 20000 customers for B2C and 500 customers for B2B • Quarterly predictions Results: • Chances of churning for individual customers • Key touch points • Ranking based on vulnerability and profitability Interested? Please call us at +91-9343931795 or write to us at swagato@listen2data.in
- 9. Solution 2: Divideand Rule • Know what are the different types of customers you have • Why they are different • How you can influence them 9 Customer Data / Transactional Data Classification Analysis Segments Basic (Rs. 5000 / $100 per year) • Unique customer Base up to 1000 customers for B2C and 50 customers for B2B • Yearly classifications Enterprise (Rs 10000 / $200 per year) • Unique customer Base up to 5000 customers for B2C and 100 customers for B2B • Bi-annually classifications Premium (Rs 20000 / $400 per year) • Unique customer Base up to 20000 customers for B2C and 500 customers for B2B • Quarterly classifications Results: • Characteristics of different segments • Key touch points • Ranking based on profitability Interested? Please call us at +91-9343931795 or write to us at swagato@listen2data.in
- 10. AimGameTM Solution 3: Targetingthe customers • Which of your customers will be most influenced by your next campaign • What are the salient features for a campaign that should be designed 10 Customer Data / Transactional Data Predictive Analytics Target group and campaign design Basic (Rs. 15000 / $300 per year) • Unique customer Base up to 1000 customers for B2C and 50 customers for B2B • Up to 6 campaigns Enterprise (Rs 30000 / $600 per year) • Unique customer Base up to 5000 customers for B2C and 100 customers for B2B • Unlimited campaigns Premium (Rs 75000 / $1500 per year) • Unique customer Base up to 20000 customers for B2C and 500 customers for B2B • Unlimited campaigns Results: • Ranking of customers or customer groups based on their vulnerability towards a campaign • Design of the campaign that will have best impact Interested? Please call us at +91-9343931795 or write to us at swagato@listen2data.in
- 11. Any Analytics Services •Why hire an analyst when you can use us? • We are suitable for you when you have less than 160 hours of work in analytics every month 11 Data Analytics Reporting and Predictions Basic (Rs. 50000 / $1000 per month) • Work up to 40 man hour a month • Job from remote location Enterprise (Rs 100000 / $2000 per month) • Work up to 80 man hour a month • Job from remote location Premium (Rs 150000 / $3000 per month) • Work up to 1 man month • Unlimited campaigns Advantages: • No need to hire a full time analyst but get your analytics works done • On demand availability of analysts • Switch off with 1 month notice Interested? Please call us at +91-9343931795 or write to us at swagato@listen2data.in
- 12. 12 Other Services andCase Studies
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- 14. Strategic reporting 14 Source 1 Source 2 Data sources Source 3 Using big data tools Extraction Metadata Data cleaning Architecture Data variable generatio n Reporting Analysis Assessdata – utilize data Extract information from unstructured data Architecture and Framework selection Reporting and business intelligence Assess realized value & effectiveness
- 15. 15 Marketing Analytics byListen2Data
- 16. • Track brandimage, brand awareness, brand memory, brand association Performance Tracking 16 • Methodology used: • Old and classic methods, like qualitative study like focus group interview, sample testing experiments etc.• Track the position of the brand with respect to its competitions and with respect to its own goal • New methods with the use of analytics • Online/Social media tracking (YouTube, Facebook) • Text analytics • Sentiment Analytics Effectively designed performance tracking systems place essential, relevant information at decision makers’ fingertips. These systems can streamline data entry and reporting, increase efficiencies, and reduce inconsistencies.
- 17. Case Studies 17 YouTube tracking: •Tracked the performance of YouTube videos for various TV serials for 6 months. • Like, dislike, views and comments • Used as a predictor of the TRP of the next day Google play tracking: • Tracked the performance of 200 competitive mobile applications • Ratings, Google+ shares, comments, up gradations etc. • Used to know the key variables for adoption and retention in the category • Used for competitor analysis Brand comparison: • Digital performance of brands of two major call taxi companies in Bangalore
- 18. • Client: Ahospitality service provider • Business problem – • Performance of the company in online space? • How to improve eWOM? • How to encourage positive eWOMs and discourage negative eWOMs • Methodology: • Web scraping, Data analytics using mixed methods • Results: • Strategy which reduces the negative impact of service failure and improves the hedonism of experiential outcomes resulting in improvement in WOM over a period of four months Case study: Word of Mouth 18
- 19. • What impactsconsumers purchase intention? • Which promotional element has highest impact on awareness, memory or association? • Which promotional mix has higher impact than the other? Methodology: • Old and classic market research, mostly survey based • Predictive analytics and other analytical modeling on consumer purchase behavior to find promotional effectiveness • Promotional mix optimization Marketing Mix Solutions Marketing Mix Price Product Promotion Place
- 20. • Client: Atelecom service provider • Objective: To find which data plan goes best which smartphone model to provide best value to the consumers and increase purchase intention Case studies 20 • Methodology: • Perceptual mapping using attribute level variables • Conjoint analysis to find highest value • Results • Best sales promotion suggestions were given to increase product purchase
- 21. • Which customersare potentially more profitable? • What are the major segments of my customer base? • How can I strategically build a campaign to target my customers? • What are the major pain points of my service that is creating most loss of sales? How can I prioritize them for taking actions? • Old methodology: • Survey, Focus Group Discussions, Interviews etc. • New Methodology • Market Basket Analysis and Hierarchical clustering • Text analytics, sentiment analytics Customer Relationship Management (CRM) solutions 21 Client Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Customer Competitor Supplier
- 22. Case Profile: • Client:A retail giant in Bangalore • Business problem: • What are the various ‘mission segments’ for a particular product category? (why consumers come to buy) • How these segments are characteristically different? • How to plan the promotional campaigns to ensure optimal reach, awareness and activation of these segments? • Deliverables: • Segmentation • Targeting and Position optimization Case study on CRM analytics KYC (Know Your Customer) Solution in Retail 22 Methodology Used: • Data Source: 6 months scanner data from retail shop • Segmentation: k means, decision tree • Promotion mapping with segments based on feature elasticity • Tracking of the performance of the promotional initiatives by qualitative and quantitative analysis Result: • The retail chain found 6 major mission segments from the incoming consumers • They have also found 4 major sub-segments in the product category of apparel and fashion accessories • Available promotion plans and timings were matched with the segments and sub-segments • New KPIs such as cross-selling, referral etc. also been tracked
- 23. Case Profile: • Client:An IT service provider to auto-retail chains • Business problem: Creating an analytics engine that gives a 360 degree view of the consumers along with his probable choices and touch points • Qualifying customers for a product/offer from the database • Deliverables: • KYCD (Know Your Customer in Depth) • Qualified customer set • Choice probabilities Case study on CRM analytics: KYCD Solutions in Auto 23 Methodology used: • Data Source: 6 years scanner data from auto-dealer shop and auto-repair shop • Data extraction and structuring using Big Data techniques • Multiple segment choice modeling using latent class • Qualification of consumers by big data analysis Result: • Various auto dealers found the major target segments for their upcoming product offers • The auto dealers also got a 360 degree view of the customers stepping in their retail shop
- 24. Case Profile: • Client:A telecom service provider • Business problem: • Finding why a consumer adopts a product offered • How such adoption changes the usage behavior • When and why the consumers drops from service • Deliverables: • 360 degree view of consumer segments based on adoption and reneging reasons Case study on CRM analytics: Customer Lifetime Value (CLV) Solutions in Telecom 24 Methodology Used: • Data Source: 6 months usage data of the consumers along with promotional communications data • Data extraction and structuring using Big Data techniques • K-mean clustering to find the segments • Finding the reasons of dropping out from exit surveys and consumer surveys Result: • Various segments with different pattern of consumer life cycle was found • Major reasons of adoption and dropping out was found from analysis • Change of usage of other services was predicted
- 25. Marketing Analytics -Sample Questions and Methods Domain Business Question Old Method New Methods used by us Product development Which feature will be most profitable addition to an existing product? Survey Conjoint Analysis Retention Why are consumers not renewing the medi-claim or insurance products? Exit survey Churn Analytics Positioning How your product is perceived in comparison to competitive products? Survey Text analytics, segmentation Social media tracking How tracking of the changes of life stages can improve sales? No idea Web scraping
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- 27. 27 Find out performanceof each unit • Divide the market served by SCUF into different units. • Find out the performance of each unit • Allocate manpower accordingly Market Research Help in implementing strategy • Based on management strategy we will help SCUF to find out potential customers for both existing and new products and services.
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- 29. 29 Service offerings Capacity building •Executives workshop • Educate and experience sharing • Reading materials and References Risk and Compliance • Develop process to manage risk through big data analytics • Establish and foster overall compliance and corporate governance Platform architecture • Develop overall platform architecture for Big Data analytics Market Research • End to end market research • Product development studies • Advertising effectiveness Data Modelling • Descriptive Analysis • Inferential and Predictive Modelling • Graphical Models , Path analysis Analysing Text Data • Develop & Integrate search solutions • Text mining, NLP • Packaged and custom solutions Statistical and Machine Learning • Classical Statistics, Spatial Statistics, Temporal Statistics • Simulation, Machine Learning, & Optimization Data Solutions • Data entry and processing • Data warehousing and integration • Business analytics and report generation
- 30. Contact Name Swagato Chatterjee DesignationPartner, Listen2Data Consultancy Tel: +91 9343931795 Email swagato@listen2data.in Address 102, Abhilasha Building, 4th Cross, Venkatadri Layout, Bangalore- 560076