Sweating Digital Assets Analytics Way

Transcription

1 Sweating Digital Assets Analytics Way Deploy a data-driven marketing approach to improve service consumption October 2014 Copyright 2013 Comviva Technologies Limited. All rights reserved. 1

2 Agenda Growth isn t growth anymore! MNOs continues to be relevant The power of analytics The new age assets Digital Getting the best out Mahindra Comviva s Revenue+ Solution 2

3 Growth isn t growth anymore! Declining mobile base growth Africa - SIM per subscriber Number of connections outnumber the unique users Dropping ARPU SIM per subscriber E 2014E 2015E Markets maturing, customers spreading spend across multiple networks Source: GSMA Intelligence 3

4 The new world order-rules have changed! Mass marketing Batch & blast Aligned to campaign calendar One-way communication Business & channel silos Manual/semi-automated Periodic Contextual Communication Aligned to customer lifecycle Dialogue/interactive Integrated & informed Fully automated Real-time/ near-real time Segment of one marketing 4

5 Digital assets are evolving Have you identified right assets? Subscribers Subscriber profile Ability to reach out on SMS, USSD, , Bill, Portal New age assets: Transaction data, Usage patterns, Social data => Context Identify the right customer and serve contextually relevant offers 5

6 How do we get more from existing subscriber base? Do we have right product mix? Ability to discover the products? Can we improve campaign efficiency? When and how you reach out to subscriber? 6

7 Customer-side engagement is the key Who is the customer Demographic information, life stage, transactional patterns, device type, social group Where is the customer present Location & network environment When a would a person take an action Real-time information, Operators have large volumes of customer data Power of analytics to understand and bring context to engagement Potentially treat each subscriber as unique 7

8 Power of Analytics - The paradigm Analytics to micro-segment (even N=1) based on behavior and profiles Cross-product into matching products with micro-segments Reach via more than one touch point: Average is for marketers who don t have enough information to be accurate --Seth Godin 8

9 Deploy a multidimensional approach to arrive at granular customer insights Analysis based on tariff profile Value based analysis Multi-dimensional analysis Platinum RFM score Interactions Gold Recency Location Demography Frequency Transactions Silver Monetary value Attitude Defines broad segments based on class of service Ranks customers on recency, frequency & monetary value to create segments Leverages demographic, transaction, location, interaction & social media data to identify and address each customer uniquely 9

10 Deepen engagement over the lifecycle of the customer Acquire Grow Retain Winback Pricing Incentives for the first top-up Discount on VAS trials Bundled pricing plans Location based pricing Use cases Real-time Offers Churn control Personalized real time offers Next best offers Data/VAS/mMoney promotions Location based offers Churn propensity scoring Customer experience optimization Winback campaigns Recommendation Service/content recommendations Rewards Loyalty programs Tenure based personalized rewards 10

11 Transforming customer context insight Into value requires more than technology Generate big ideas, and innovate Elevate information to the status of a corporate asset Find untapped sources of data Hire new skills /choose right partners Build trust and an analytical culture Profiling basis history Traditional Analytics History will repeat itself! Most of us do this! Profiling basis history & right now context Consumer Behaviour understanding History may not repeat itself! Mahindra Comviva s solution does this! 11

12 Mahindra Comviva s RevenuePlus 12

13 Need to address the 3V challenge The 3V challenge Magnitude of challenge Use analytical tools to gain insight into customer data and drive business decisions and action in real/ near-real time Data velocity 5mn x Number of mobile customers GB TB PB Data volume Use open source framework to process and store large datasets 20 = Number of CDRs generated per person per day Data variety 100mn CDRs processes Analyze both structured data (transactional data) and unstructured data (data from social networks, customers feedback) to develop deep insights into consumer behavior 13

14 Mahindra Comviva s Revenue Plus Data sources Transactional data Analytics layer RFM segmentation Custom micro-segmentation using customer s 360 profile parameters Campaign manager, scheduler and executor Multi-channel Campaign delivery Subscriber profile Location Social media Data visualization layer Reports 14

15 Case: Analytics driven improvement in Wallet share Operator Leading Nigerian operator with 40 million connections Each customer owns 2.4 SIMs 20% inactive base: US$ 581 mn is the approx. annual opportunity loss from inactive users Deployed winback solution provides retention offer when customer switches-on mobile phone Results Customer data Inactivity patterns Silent period during a day Device type (multi-sim) Service usage pattern Variance in recharge pattern Potential to generate USD 26 mn in annual revenue Analyze customer data patterns to identify multi-sim customers Scientific algorithms Discount Multi-SIM on customer calls during 1: Active day-time: during night Get from 50% 8pm discount to 2am on all calls from 8:00 am to 8:00 pm Send personalized campaigns to multi-sim users Voice Multi-SIM and data customer bundle: 2: Get Uses 1GB data data usage service and only 50 free voice minutes for a month Discount Multi-SIM on off-net customer calls: Same 3: charge for Makes off-net onnet calls calls and on-net only 2.14% growth in market share from Dec 12 to Mar 13 $25,00,000 Monthly net revenue (USD) $20,00,000 $15,00,000 Net revenue 50% 49% 48% 47% 46% Operator's market share 49.3% 49.7% 48.8% 47.9% 48.1% 47.8% 47.6% Winback Launch Sep'12 Oct'12 Nov'12 Dec'12 Jan'13 Feb'13 Mar'13 Operator's market share 15

16 Thank you Visit us at Disclaimer Copyright 2013: Comviva Technologies Ltd, Registered Office at A-26, Info City, Sector 34, Gurgaon , Haryana, India. All rights about this document are reserved and shall not be, in whole or in part, copied, photocopied, reproduced, translated, or reduced to any manner including but not limited to electronic, mechanical, machine readable,photographic, optic recording or otherwise without prior consent, in writing, of Comviva Technologies Ltd (the Company). The information in this document is subject to changes without notice. This describes only the product defined in the introduction of this documentation. This document is intended for the use of prospective customers of the Company Products Solutions and or Services for the sole purpose of the transaction for which the document is submitted. No part of it may be reproduced or transmitted in any form or manner whatsoever without the prior written permission of the company. The Customer, who/which assumes full responsibility for using the document appropriately. The Company welcomes customer comments as part of the process of continuous development and improvement. The Company, has made all reasonable efforts to ensure that the information contained in the document are adequate, sufficient and free of material errors and omissions. The Company will, if necessary, explain issues, which may not be covered by the document. However, the Company does not assume any liability of whatsoever nature, for any errors in the document except the responsibility to provide correct information when any such error is brought to company s knowledge. The Company will not be responsible, in any event, for errors in this document or for any damages, incidental or consequential, including monetary losses that might arise from the use of this document or of the information contained in it. This document and the Products, Solutions and Services it describes are intellectual property of the Company and/or of the respective owners thereof, whether such IPR is registered, registrable, pending for registration, applied for registration or not. The only warranties for the Company Products, Solutions and Services are set forth in the express warranty statements accompanying its products and services. Nothing herein should be construed as constituting an additional warranty. The Company shall not be liable for technical or editorial errors or omissions contained herein. The Company logo is a trademark of the Company. Other products, names, logos mentioned in this document, if any, may be trademarks of their respective owners. Copyright 2013 Comviva Technologies Limited. All rights reserved. 16