BIG DATA INSIGHTS

Big Data: Real-life examples of Business Value Generation
Richard Brown
Global Programme Leader
Big Data & Analytics

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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
Over 40% of the companies that were in the fortune 500 in 2000 were not there in 2010

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Big Data: A confluence of Sources and Technology
New Opportunities
New Sources
Public
Social
Geo
RFID
Meters
Mobile
Web
New Technologies
Sensors

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4 Ways in which the opportunity is being exploited
Improving Revenue
New products and different markets
Cost Reduction
Data as a Revenue Stream
Improving Revenue
Existing products & services

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US Retail Chain
Hadoop: Data storage cost down from $30k/Tb  $1k/Tb.
The Situation
The Solution
The Benefits
Massive EDW
4000 stores
650m SKUs
50 Tb per day
440 node Hadoop cluster
POS, Inventory, Social
Data optimized across EDW &HDFS.
Max use of Opensource
$23m saving p.a.
Higher level of forecast accuracy
Improved collaboration with vendors
Improved data integrity
Cost Reduction

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60% of Hadoop implementations are for new business applications

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More sophisticated models: Cross-selling example
Event calendar
Sales history, events and customer buying history
This customer fits demographic profile A they are buying product X then the model proposes product Y.
Event calendar
Sales history and event calendar
Modified offer selection based on the fact that the world cup is running.
Sales History
People who bought product A bought product B.
Event calendar
Sales history, events and customer buying history + social media
Either customer specific or general + what is trending.
Existing Revenue

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You only need to be a few % points better to pull away from the competitors

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Insight at the point of action
Online enquiry
Service B
Product A
Product selected
Up-sell x-sell
Customer Sales history
Web transaction
Success rate from 5% → 20%
Stock out in store
Source D
Source C
Sources indentified
Supply
Available stock
Delivery lead times
On-shelf Availability up 7%
Product in transit – RFID location
Model of optimum revenue for replenishment scenarios
Shipping partner: Route data
Current performance of supply routes
Stores: live sales performance
Competitor sales data in locality from 3rd party provider
Recent social media activity
Success rate for product in x-sell scenario
Customer web profile data
Predictive model of customer response
Available Products
Recent call history: Sentiment data
Existing Revenue

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Global Media & Entertainment company
Existing Revenue
Rapid correlation of social media and operational data
The Ask
The Solution
The Benefits
How to improve box office takings?
Social media analysis
•Sentiment
•Mentions
Theatre counts
Key influencers
Format release analysis
Improved release schedules
Improved marketing effectiveness
Rapid response to market changes
Improved yields ($ m)

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$ 90 Billion: Global Pharmaceutical Promotion Spend in 2012*
$19.7 Billion: Pharmaceutical Promotion Spend in 2012 in European Union (EU5).**
European Pharmaceutical
*Source: Cegedim Strategic Data, “2012 Pharmaceutical Promotional Spending: Global Trends”. ** EU top 5 = France, Germany, Italy, Spain, United Kingdom.
Physicians are key opinion leaders on drug selection
Selection of right Opinion Leaders can allow more effective targeting of marketing funds
More effective identification of Opinion leaders can deliver significant ROI.
Emerging Trends in European Pharma Market.
As Pharmaceutical promotional spends shrink (EU5 -3.6% in 2012 *) and sales force is reduced, effective identification segmentation and targeting of doctors becomes important.
1-to-1 Physician interaction (Detailing)
Direct to Customer
Existing Revenue

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Opinion Leader Identification Process
Network Influence Score gives measure of Influence in the Referral Network of doctors. Publication Score gives measure of Influence in Publication activities. Prescription Score gives measure of Influence from drugs’ Prescription activities. Affiliation Perception Score gives measure of perception based on affiliations to Prestigious Hospitals & Academic Institutes. Social Media Score gives measure of influence in social media, blogs etc.
Opinion Leaders
Prescription Data
Publication Data
Referral Data
Survey Data
Social Media Data
Affiliation Data
Existing Revenue
Referral Data of doctors.
Prescriptions Data.
3rd Party Survey Data.
Hospitals, Institutes & Academic Institutes affiliation Data.
PubMed Data for medical publications; clinical trials, research papers, news etc.
Pharma blogs, forums and other social networking sites.

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“Shifting sands” In today’s information landscape new islands of value are appearing across organisation & industry boundaries

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Global Telecommunications Provider
Opening up new revenue streams
The Ask
The Solution
The Benefits
Traffic volumes
Plan the network
Data to help negotiate with partners
Socio-thermodynamic modeling
Network modeling
Fault and fraud detection
Traffic imbalance analysis
Major cost saving
Increase customer service / response to issues
Identified new business opportunities:
•New markets
•New customer .
New Revenue

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Data Monetization
Data Monetization
“Data is the new oil.”

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Public Sector
Fraud Detection
Crime Prevention
Service Optimization

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How are organisations getting there?
Digital Capability
Leadership Capability
The How:
Successful transformations depend as much on how firms manage digital transformation than solely on implementing new technologies
The What:
Using digital technology to transform the customer experience, operational processes and business models

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How are organisations getting there?
Digital Capability
DIGITAL MASTERS
FASHIONISTAS
CONSERVATIVES
BEGINNERS

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Revenue Generation
Digital Capability
Revenue Generation
+9%
-10%
-4%
+6%

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Profitability
Digital Capability
Profitability
+26%
+9%
-24%
-11%

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It is not from the edge You need Vision, Strategy and Business & IT working together

The information contained in this presentation is proprietary. Copyright © 2014 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.
www.capgemini.com/bim
About Capgemini
With almost 140,000 people in over 40 countries, Capgemini is one of the world's foremost providers of consulting, technology and outsourcing services. The Group reported 2013 global revenues of EUR 10.1 billion.
Together with its clients, Capgemini creates and delivers business and technology solutions that fit their needs and drive the results they want. A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business Experience™, and draws on Rightshore®, its worldwide delivery model.

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