Customer Analytics Solutions given by Listen2Data

1. Customer Analytics Solutions for SMEs
Listen2Data Consultancy
March 2015

2. 2
About Listen2Data

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 higher growth…
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 for SMEs by Listen2Data

8. UnChurnTM
Solution 1: Churn Management
• 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: Divide and 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: Targeting the 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 and Case Studies

13. 13
Strategic Reporting Services

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
Assess data –
utilize data
Extract
information from
unstructured data
Architecture
and
Framework
selection
Reporting
and business
intelligence
Assess
realized
value &
effectiveness

15. 15
Marketing Analytics by Listen2Data

16. • Track brand image, 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: A hospitality 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 impacts consumers 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: A telecom 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 customers are 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

26. 26
Market Research

27. 27
Find out performance of 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.

28. 28
Data Security Measures

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
Designation Partner, Listen2Data Consultancy
Tel: +91 9343931795
Email swagato@listen2data.in
Address 102, Abhilasha Building, 4th Cross, Venkatadri Layout, Bangalore-
560076