Case Studies of Applications of

Analytics from industries

• Non technical presentation

• Background Scenario
• What was done and
• How did it help?

Analytics case studies– created by Gopal Prasad Malakar

 Welcome

 Thanks for joining this course!

 Generate interest on analytics
 Understand Analytics is for win-win
 Understand wide applicability of Analytics
 Take it as sample only

Analytics case studies– created by Gopal Prasad Malakar

HEALTH INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Healthways
 Business – health insurance
 works with insurer on health care insurance business
 What is the biggest risk for the company?
 How can the claim be reduced?
 Artificial intelligence to study member’s
 demographic,
 claims,
 prescription,
 lab procedure to predict risk
 1500+ trained nurse to call/ mail members to develop healthy behaviors - helping
members and company

Analytics case studies– created by Gopal Prasad Malakar

Healthways

Win Win – win for customer and win for the firm

Analytics case studies– created by Gopal Prasad Malakar

 Health services can be improved
 Information about
 local event &
 weather anomaly and
 past information about their impact can help greatly
 Inform people about what can they do to safe guard themselves
 Big healthcare expense can be saved as well as people can get better life

Analytics case studies– created by Gopal Prasad Malakar

TELECOM INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Save expense of customer – reduce churn
 Rates : fixed rental + per minute charges * # of minutes
 Issue with 600
500
400
Plan_01
300 (200+0.5*Minute)
200
100
0 Plan_02
25 50 75 100 125 150 175 200 225 250 275 300 325 350 375 400 (100+1*Minute)
Average # of minutes per month in past 3 months

 Ask selected few in red circle to shift to correct rate plan

 Suggest account holder in blue circle to shift to corporate / business plan

Analytics case studies– created by Gopal Prasad Malakar

 Grow business
 Search phone numbers of other networks making too many incoming calls in your
network
 Ask sales agent to call and suggest those phone numbers that if they were on same
network they would have saved a lot
 Inform customer about the savings amount

Analytics case studies– created by Gopal Prasad Malakar

 O2 mobile network - UK
 Mobile internet : challenge because of smaller screen
 What should be presented on this, a challenge?
 O2 came with
 First check preference of customer
 Initial set of content based on chosen preference
 Propriety algorithm to understand customer’s changing preference or
 Customer interest on a particular news topic
 How many people would have preferred computer to predict their preference?
 97% of the users liked O2 to provide content based on intelligence
 50% of UK’s total mobile internet usage on O2 mobile network

Analytics case studies– created by Gopal Prasad Malakar

AUTOMOBILE INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Ford Figo success story
 Earlier philosophy : produce first and then put effort to sell it
 Evolved philosophy : let’s develop what is the need
 Ford websites played a big role

Analytics case studies– created by Gopal Prasad Malakar

 Ford Figo success story
 Helped ford to know customer need
 Design based on market need
 Production schedule as per customer need
 Inventory of needed product
 Figo – spectacular success because of need based design
 Size
 Price
 Comfort

Analytics case studies– created by Gopal Prasad Malakar

Ford Figo success story

Analytics case studies– created by Gopal Prasad Malakar

TRANSPORT INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Uber
 Let people see where is the cab
 How much time it should take
 Expected fair
 Security options – for customer and the car
 Pay from wallet
 Diver feedback

Analytics case studies– created by Gopal Prasad Malakar

 Uber
 Offers to get more customers –
 something for sender and
 receiver
 What more they can do? OLA Café

 Signature analysis to forecast car issue for proactive maintenance

Analytics case studies– created by Gopal Prasad Malakar

ELECTRONICS INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Bestbuy: electronics industry
 Logical and manageable segment identification
 Short on time mother
 Happy go lucky youngster etc.
 Store within store concept as per customer need with subtle arrangement as per
need
 Mild music in home theater for short on time mother
 Specially trained resource per segment
 Specialized offers for subsequent sales – like limited period e-coupon for photo
printer after purchase of digital camera
 Net result : sales were double in those stores in comparison of general stores

Analytics case studies– created by Gopal Prasad Malakar

Best buy success secret

Analytics case studies– created by Gopal Prasad Malakar

ENTERTAINMENT
INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Harrah International: entertainment industry
 Casino business: Caesars Entertainment
 Customer retention effort
 Customer is losing too much
 Alert : May be you have a bad day – why don’t you take a break
 If gamer continues to loose: time for break, enjoy food (for breather )
 $10 free for next hour in café

 Customer management effort: customer is waiting:

 Free game on lesser traffic machine
 Alert on mobile for similar machine : slot available on machine # …
 Improve customer experience
 Redirect / out demand traffic

Analytics case studies– created by Gopal Prasad Malakar

 Netflix: entertainment industry
 CD supply business
 Cine – match : based on
 Customer choice
 Availability
 Tagging of movies on attributes
 Long tail impact: outgrow demand up to some extent
 Knows how many viewers will be before paying price: Favela Rising
 documentary about : musicians at Rio De Janeiro slums –
 Aims at using music and education to better the lives of youth and prevent
further growth of gangs
 City of gold – brazil – 1 Million, born into brothel-India- .5 Million, common –
0.25 Million
 Knows how much is the worth of a particular title before purchase of rights
 Serves it most profitable customer in best possible way
Analytics case studies– created by Gopal Prasad Malakar
 For recommendation engine
 How to show the trailer clip?
 What is the best write up for the movie?

Analytics case studies– created by Gopal Prasad Malakar

 Apple i-tunes genius
 Guess the song to know more
 Repository of tunes
 Pattern based recommendation engine

Analytics case studies– created by Gopal Prasad Malakar

RETAIL INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

 Wal-Mart : retail chain
 Great integration of whole supply chain
 Coordinated production, supply, sell etc.
 Relentlessly pursue improved operational efficiencies
 Develop deep knowledge of its customers
 Greater insights about customer need for an event:
 People stock food which doesn’t require refrigeration and cooking just before
hurricane
 Insures sufficient supply of these before such events due to integrated SCM

Analytics case studies– created by Gopal Prasad Malakar

Wal-Mart : retail chain

Analytics case studies– created by Gopal Prasad Malakar

 Tesco : retail chain
 Started club card in 1995, which is necessary to capture purchase behavior
 Optimal segmentation
 Groups customer based on their behavior
 Value conscious customer - buys what is on sale, uses coupons sent in the mail
 Convenience seeker - 3 / 4 purchases per week all for prepared food, rarely
changes his purchase regardless of promotion,
 Who should be targeted?
 Targeted and timed next offer
 Measure the impact of promotion
 Weather impact on purchase behavior
 Hot weather  barbecue meat,
 Cold weather  cat litter (cats are less likely to leave the house in the winter)
 Not simply stocking also contextual

Analytics case studies– created by Gopal Prasad Malakar

Tesco : retail chain

Analytics case studies– created by Gopal Prasad Malakar

Tesco : retail chain

Analytics case studies– created by Gopal Prasad Malakar

SPORTS INDUSTRY

Analytics case studies– created by Gopal Prasad Malakar

Analytics case studies– created by Gopal Prasad Malakar
 Moneyball : HR analytics
 Moneyball: The Art of Winning an Unfair Game : By Michael Lewis (2003)
 About the Oakland Athletics baseball team and its general manager Billy Beane.
 Its focus is the team's analytical, evidence-based, sabermetric approach to
assembling a competitive baseball team, despite Oakland's disadvantaged revenue
situation.
 A film based on the book starring Brad Pitt was released in 2011.
 Any player brings
 speed,
 strength,
 attitude and character. Mental toughness (possibility of winning even when u
lost in first half)
 Amendment: reassessing players every year to ensure one gets what he deserves
 Great players left out due to team fitment issues

Analytics case studies– created by Gopal Prasad Malakar

CEMENT SUPPLY
BUSINESS

Analytics case studies– created by Gopal Prasad Malakar

 CEMEX – cement delivery unit in Mexico
 Cement is highly perishable on under construction site
 Construction companies need cement in time and ready to pay premium
 CEMEX
 with satellite links,
 expert systems, and
 a computer in every truck
 predictive analytics to check for demand
 routing optimization for efficient delivery,
 Scheduling quicker delivery
 increased productivity of trucks by 35%
 Customers paid premium for quicker delivery

Analytics case studies– created by Gopal Prasad Malakar

ON LINE BUSINESS

Analytics case studies– created by Gopal Prasad Malakar

Helping Customer to buy efficiently

Analytics case studies– created by Gopal Prasad Malakar

Helping Customer to buy efficiently

Analytics case studies– created by Gopal Prasad Malakar

Helping Customer to buy efficiently

Analytics case studies– created by Gopal Prasad Malakar

Helping Customer to buy efficiently

Analytics case studies– created by Gopal Prasad Malakar

GOOGLE APPS

Analytics case studies– created by Gopal Prasad Malakar

 Google- search engine
 Careful Test and Control strategy for change in algorithm
 Captures almost all the aspects of experiment automatically
 Easy – which links were clicked? How much time spent on pages?
 Even human judgment is collected using techniques like heat map

Analytics case studies– created by Gopal Prasad Malakar

 Google map
 Ever evolving
 Searches location and
 Gives route based on transport (public, personal etc.)

Analytics case studies– created by Gopal Prasad Malakar

 Google map
 Automatically throws correct route, which will take less time
 Reroutes when you can’t take the prescribed route
 Knows your home, office and parking place
 When there is congestion, it throws more warning, before you start
 A big reason of success of android mobiles

Analytics case studies– created by Gopal Prasad Malakar

CONTACT CENTRE

Analytics case studies– created by Gopal Prasad Malakar

 Improve pronunciation
 Employees making mistakes in pronunciation
 Words were mostly from the script
 Analytics helps us to figure out relative importance of different words
 QAs helped to detect the words which were pronounced wrongly
 Wrongly pronounced more frequent terms were selected
 Specific training was designed to improve on these words
 Result – employees communication efficiency increased

Analytics case studies– created by Gopal Prasad Malakar

 Basic targeting strategy
 Limited number of contact center employees
 No bandwidth to connect with all delinquent account holder
 Figure out who will pay on their own (with some finance charge)
 Who are the high risk customer, who must be contacted to get money else it will
turn out bad debt
 Good customer feel better
 Firm also saves on bad customer

Analytics case studies– created by Gopal Prasad Malakar

CLOSING WORDS

Analytics case studies– created by Gopal Prasad Malakar

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Analytics case studies– created by Gopal Prasad Malakar