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IMPACT OF EMERGING

TECHNOLOGIES IN BUSINESS

SUDIPTA K. SEN

REGIONAL DIRECTOR – SOUTH EAST ASIA,

VICE CHAIRMAN & BOARD MEMBER

SAS INDIA

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LESSON FROM THE EVOLUTION

Dinosaur -

• Extinct even

though the largest

living organism in

the universe

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LESSON FROM THE EVOLUTION CONTD.

Amoeba

• Surviving even

though one of the

smallest living

organism in the

universe

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GLOBAL CHALLENGE

INNOVATE & OPTIMIZE

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GLOBAL CHALLENGE

INNOVATION

New ways of thinking. New strategies.

“Best Practices” vs. “Next Practices”.

Beyond improving on what already exists.

Involves risk and disruption.

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GLOBAL CHALLENGE

OPTIMIZATION

Process improvements.

Cost cutting. Reallocation of resources.

Let go of what you shouldn’t be doing.

Too much may challenge long-term viability.

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GLOBAL CHALLENGE

STRIKING A BALANCE

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DRIVING CHANGE

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DRIVING CHANGE

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DATA DRIVES INNOVATION

GLOBAL ONLINE POPULATION TO HIT 2.2 BILLION BY 2013

Internet Users 2008• US

• China

• Japan

• Brazil

• Germany

Internet Users 2013• China

• US

• India

• Japan

• Brazil

43% of the world’s online population will reside in Asia by 2013

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“Data that exceeds the processing capacity

of conventional database systems.”

BIG DATA –

WHAT IS IT?

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DRIVING CHANGE

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KEY

CONSIDERATIONS

Data

Platforms

Which kind?

Predict outcomes

Quantifiable benefit

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Driving the need for…

Intelligence with Analytics

IT’S ALL ABOUT PROFITABLE REVENUE GROWTH

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ANALYTICS

WHAT SHOULD YOU EXPECT?

Discover

Act

Anticipate

Hedge

Simulate

Illuminate

Eliminate

Contain

Understand

ReduceDecide

Constrain

Justify

Model

Conserve

Limit

Recycle Better

Find

Filter

Isolate

Pinpoint

Improve

Simplify

Streamline

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ANALYTICS

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DRIVING CHANGE

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ISLANDS OF INFORMATION

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BRINGING ISLANDS TOGETHER!

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Agility

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Are We Agile?

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Effective

Acquisition

Mechanisms

Structured

X-Sell and

Up-Sell

Structure

Increased

Share-of -

Customer -

Wallet

IncreaseProduct Holding Ratio

IncreaseShare-Of-Wallet

IncreaseMonth on Books

IncreaseCustomer Value

ReduceCustomer Irritation Quotient

ReduceLeaking Bucket Syndrome

ReduceMarketing & Allied Costs

ReduceBad Customer Acquisition

TOO MANY

DECISIONS TO

MAKE

IncreaseCustomer Value

ReduceTime to Decision

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STEP 1 – INFRASTRUCTURE

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STEP 2 – SEGMENT CUSTOMERS

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RETAIN

DON’TFOCUS

XUPXUPXUP

DON’TFOCUS

DON’TFOCUS

RETAIN

RE

TA

IN DON’T FOCUS

STEP 3 – PROFILE SEGMENTS

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Decisioning!

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CUSTOMER FOR OVER

4 YEARS

AVERAGE

REVOLVING

AMOUNT INR

12,000

AVERAGE

MOBILE

PAYMENT

7,200

MOBILE BILL

PAYMENT IS

ON STANDING

INSTRUCTION

VALUABLE

CREDIT CARD

CUSTOMER

CORROBORATIVE DATAPOINTS

• Busy Executive

• Age 36

• Living in South Mumbai

• Low Risk, Potentially

• High Value Customer

• Current exposure to Business

– VERY LOW

• Potential Cross-Sell Products

Personal Loan

• Communication Channel Priority

Electronic Mail and Mobile (SMS)

POSSIBLE ACTION

• Cross-Sell Prospect to PRODUCT-1 PL

• Propose via E-Mail Channel

• Provide 1 Year offer with Low APR

ANTICIPATED RESULT

• Increased Exposure thus Increased

Value/Revenue

NO

DELINQUENCY

IN 24 MONTHS

STEP 4 – KNOW YOUR CUSTOMER

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Timely Application!

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HOW?Empower Relevant Stakeholders in the Enterprise with Analytically Validated Decisions for Execution!

Run Targeted Outbound Programs

Transform Service to Sales

Mr. Kumar has with-drawn 4 Standard Deviation Higher Amount of Average Behavior today,

PL Scores have been consistent since three months – Propose an Offer!

Offer has already been calculated for 10.25% Interest

Lead Intimation

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SOCIAL MEDIA

WHERE DOES IT PLAY?

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SUCCESS STORIES

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SEBI

“SEBI has always been seen as a

proactive regulator, and when we

implement a solution of this kind,

we live up to that standard – a

standard that says, ‘Look,

somebody is watching you.’”

Avneesh Pandey, General Manager, SEBI

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TELECOM ITALIA

“Analysis that is valuable and

makes sense today may be

irrelevant tomorrow. And we need

to see well beyond tomorrow.

SAS Visual Analytics has allowed

us to identify profitable areas that

we can strengthen in terms of

infrastructure and services to be

marketed”

Fabrizio Bellezza, Vice President - National Wholesale

Services and Head of Market Development ,

Telecom Italia

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MARUTI SUZUKI

Developed a comprehensive

unified view of the customer

across different sources. Reduced

redundancies in the customer

database, leading to optimization

of marketing spend and enabling

opportunities to cross and upsell.

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SALES TAX

DEPARTMENT OF A

MAJOR STATE IN

INDIA

Identifying and plugging the

leakages in the system, resulting in

increased Tax revenue for the

department. Enabling a culture of

data-driven decision making and

resource optimisation across

various divisions

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• In an increasingly volatile world, hindsight is a poor tool to create insight

• Past trends tend to be poor predictors of future possibilities

• Today’s insights would be tomorrow’s hindsight

• Organizations with capability of learning from hindsight and ability to do

well in the future through foresight will thrive

THE POWER OF ANALYTICS – KEY TAKEAWAY

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Leader in Business Analytics

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“One cannot be in business today with

yesterday’s methods and practices and be in

business tomorrow”

THANK YOU