ma foi analytics: an overview
TRANSCRIPT
Towards a customer centric organization
Ma Foi Analytics Offerings
2
Contents
• Customer Centricity: Our Solutions Philosophy
• Our Solutions
• ASAaP: Analytics Services-As-a-Platform • CAPstone • Servesmart • PreciseMetrics
• About Ma Foi Analytics
Customer Centricity Our Solutions Philosophy
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Building customer centric strategies is critical to business growth, but are we equipped?
Customer-centric strategy drives better customer experience and engagement - Acxiom Perspective
Demographics Alone Are Not Enough - Entrepreneur.com
Customers demand and expect a consistent brand value proposition - IBM CEO Study
the prominence of
customer centricity what businesses
need to stay ahead
1. aggregation of structured & unstructured data for insight generation & business action
2. recognizing the mutable elements of customer dynamics, and build growth strategies with predictive analytics
~50% of all marketers consider obtaining a single customer view critical to their long-term success - Tealium Report
3. being ahead of the curve in crafting pre-emptive & corrective real time strategies, specially critical with the shortening of customer decision cycle
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To us, recognizing the core and mutable dimensions of the customer is the first step towards customer centricity
Activity & Transactions
Referral Loyalty
Customer Service Product Utility
Speed & Ease Touch point
Delivery
Customer Service Pricing Brand
perception Product Features
Demographics Lifestyle Psychographics Social Presence
Unified Customer
View
Identity Expectations
Behavior Experience
a framework to capture, integrate and generate actionable insights on all dimensions of customer elements
Feedback Collection
Tools
On Field Sales Tools
Trigger Based Action
Tools
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EPOChTM
Effective Targeting Models
Social Media Analytics
Engagement Trigger Rules
Behavioral Segmentation
Forecasting Models
Propensity Modeling
Behavioral Scorecards
Activity & Transactions
ReferralLoyalty
Customer ServiceProduct Utility
Speed & EaseTouch point
Delivery
Customer ServicePricingBrand
perceptionProduct Features
DemographicsLifestylePsychographicsSocial Presence
We offer contextual customer centric solutions for effectiveness, efficiency & growth, crafted on our proprietary Big Data platform
ASAaP Intelligence Our Solutions
Airlines Wealth Management Retail Banking Property & Casualty Insurance
Industry Coverage
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ASAaP Intelligence: Analytics Services-As-a-Platform
Our unique enterprise-wide analytics solution that brings together the best of tailored traditional human intelligence based insights processes, and the speed & scalability of Big Data technology, to go beyond intelligent insights alone, in creating intelligent next business action widgets
Algorithms/Statistical Models via Word/Powerpoint reports
Large Dedicated Analysts Team
Structured Data
Conventional Retainer Model
Ma Foi’s ASAP Model
Cost Savings ~ 35% Time Savings ~ 25%
Fewer Data Scientists
Structured Data
Unstructured Data
Epoch Self -Service web/mobile
based user centric solutions
Traditional Data Analytics Tools/Techniques
Advanced Big Data Analytics Platform
Manual processes – errors/rework
No real-time business actions
Lower lifetime cost
Faster deployment
Real –time business actions
Higher cost & build time
Agility>>Real-time data visualization and predictive algorithms deployment
Convenience>>Self-service web/mobile based business centric solutions
Scalability>>Robust Big Data Platform enabling fast scale up at fractional costs
Our “ASAaP Intelligence” solution provides:
(over conventional retainer model)
Accuracy>> Fully automated platform based processes cut errors and re-work to zero
Tailored outcomes>>Your business specific problems solved with your data (& other data) by experienced data scientists
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Data Treatment (One time)
How it works? C
on
ven
tio
nal
Ret
ain
er
Mo
de
l
Understand Business
Requirements
Develop Transition
Plan Hire
Analytics Talent
Test Technology/ Data Environment
Ma
Foi’s
Pla
tfo
rm
bas
ed
Mo
de
l
Define project scope
Model Development
(One-Time Build)
Develop Analysis Plan
Data Treatment
Periodic New Data Pulls & Refresh
Model Deployment
Model Update/Tweaks
Prepare Reports
Socialize Findings
Address Feedback/
Standardize Process
1 2
3
4
5 6
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Understand Business
Requirements
Define project scope
Real Time Deployment/
Refresh
Develop Analysis Plan
Model Deployment through EPOCh
1 2
3
5
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Platform-based self service widgets
On the go self web/mobile self-
service tools
• Low Training cost • Reduced FTE cost
• Hiring • Technology infrastructure setup
Assessment Engagement Delivery
• Reduced run/refresh time • Greater reliability through automation
& standardized protocols
• One time platform based setup
• Iterative manual exercises
Model Development
(One-Time Build)
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• Manual reporting • Time lag
• Self service
• Shorter time to action • Greater end user engagement &
adoption
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How does it add to your business?
Shorter time to action Through real time, auto
push E-mail alerts
Better Adoption through user specific insights & self service
capabilities
PerformancePulse Improved Reliability through standardized
data treatment protocols and automation
Intelligent Business Action
through predictive analytics
Cost Savings ~ 35% Time Savings ~ 25%
(over conventional retainer model)
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Bridge portability between legacy & new age systems
using ready to use adapters
Adopt data aggregation framework to consolidate
data across functions
Apply in-built advanced algorithms such as regression,
forecasting & segmentation
Test strategy scenarios using in built simulation features pre-
rollout of strategy
3. Integrate Intelligent Analytics Layer
2. Capture & Consolidate Data
4. Apply actionable insights in operations
Operationalize insights through custom UIs for real time
decision making
Run & modify business initiatives using trigger alerts &
dynamic data analysis
Sales Spend by Channel
View Returns
Campaign Analysis
ASAaP @ Work – An Illustration
Assessment Engagement Delivery
Review existing systems and estimate efforts to bring in
interoperability
1. Scope out Business Requirements
Assess business objectives and draft a contextual solution offerings set
CAPstone Our Solutions
Airlines Wealth Management Retail Banking
Industry Coverage
http://mafoianalytics.com/capstone
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Rapidly evolving market environment necessitates effective measurement of customer experience and identification of resultant customer behaviour
An approach to link experiential drivers to behaviour
Redefining customer experience measurement mechanisms….
Our Philosophy
Customer Experience Data: C -Sat Survey
Customer Behaviour Data: Purchase Value, Purchase Frequency , Loyalty Metrics
f (Customer behaviour) = (X1,…,Xn) y
Key experiential drivers of behaviour
For e.g. X1= service quality
For e.g. Xn=Time lag between experience and its translation to behaviour
CAPstone
Our Approach Explore Discover Deploy Manage
• Detailed evaluation of “as is” customer satisfaction capturing tools and techniques
• Evaluation of existing reporting mechanism
• Need gap analysis • Establishment of
customer behaviour metrics
• Test hypothesis on behaviour metrics
• Build and deploy survey instrument
• Survey analysis and model development
• Measure customer experience
• Link customer experience to behaviour
• Develop cloud based scorecards to manage and monitor performance on continuous basis
1 2 3 4
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CASE STUDY: AN ENGAGEMENT & RETENTION TOOL
Business Context CAPstone Delivery Framework Business Impact
•The client, a leading healthcare intermediary based in US, was looking to drive revenue through better engagement and retention among its existing customers, which were hospitals
•The client already had completed a exhaustive segmentation exercise and was conducting regular customer satisfaction surveys
•Established link between stated customer experience and actual behaviour to identify the experiential drivers of customer behaviour
•Deployed performance scorecards and an alert system to provide timely & account/segment specific insights
1 Segmentation: Leverage existing client member segmentation data
2 Experience Measurement: Leverage existing customer survey data in conjunction with segmentation data
3 Analysis: Identify experiential drivers of behavior and establish a link between experience and behavioral parameters
4 Management: Design dynamic cloud based Scorecards that capture changes in member behavior to enable strategic and tactical interventions at each member/facility level
CAPstone @ Work
ServeSmart Our Solutions
Airlines Property & Casualty Insurance Retail Banking
Industry Coverage
http://www.mafoianalytics.com/servesmart
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ServeSmart- A Comprehensive Customer Feedback Management Solution
Design
Design customized feedback forms to capture guests’
feedback on key parameters
Capture
Deploy forms on iPads to capture feedback from multiple
customer across locations
Monitor Act
View integrated feedback via interactive dashboards
Review feedback, identify problem areas and prioritize
action
ServeSmart offers a comprehensive customer feedback management solution that helps to capture, analyze and review feedback to ensure enhanced engagement at customer level and effective monitoring at management level. It comprises an engaging tablet based customer interaction application in the front end and an interactive web based dashboard at the backend making customer experience
management intuitive, interactive & insightful.
ServeSmart Solution Framework
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Retail Banking – Nurturing relationship beyond transactions
“Know exactly what your customers’ value”
“Resolve issues as soon as they arise”
“Slice and dice data to read in between the lines”
“Generate simple performance reports”
“Capture feedback in a fun and engaging way”
Design Capture Monitor Act
ServeSmart Customer Feedback Application
Customizable templates for better engagement
Simple rating based questions on banking services related experience
Instant alert generation via sms/email for delay in service
Additional Information on customer for potential upsell/cross sell opportunities
Hotel
Restaurant
Insights
Comprehensive view of customer feedback across branches
Drill down analysis to understand, prioritize, assign and resolve issues
Export data in excel format for report generation
Analyze individual verbatim responses from customers to improve branch performance
ServeSmart Dashboard Application
Servesmart @ Work
PreciseMetrics Our Solutions
Airlines Property & Casualty Insurance Retail Banking
Industry Coverage
www.mafoianalytics.com/precisemetrics
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PreciseMetrics – A Complete Marketing Analytics Suite
A comprehensive customer analytics solution providing intuitive visualization & actionable insights
1 2 3 4
PreciseMetrics Solution Framework
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Apply contextual in-built advanced
analytics algorithms
Customer Demographics
Travel Patterns
In Flight Activity
Data across different stages of customer
journey are stored in different platforms
Aggregate Data
Online Activity
Generate Insights
Initiate & modify timely marketing initiatives using trigger alerts
KPI Forecasting
Predictive Modeling
Lifetime Value Estimation
Customer Segmentation
Take instant business action
PreciseMetrics @ Work Insights generation for customer centricity for Airlines
About Ma Foi Analytics
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Organization Overview
Data Agnostic. Method Agnostic. Outcome Driven.
Owns a Proprietary in-house Big Data platform for creating customized apps and
analytically powered solutions
Ma Foi Analytics is a data centric insights advisory firm, which is looking to build outcome oriented business solutions by combining capabilities in data sciences (analytics, research) & Big Data Technology ,to help organizations build good strategies , and execute them better. Promoted by serial entrepreneurs Mr. K Pandiarajan, Mrs. Latha Rajan, it is a part of the Ma Foi Group which has a stellar legacy of over 20 years of servicing the management arena. Co-promoted by Satyakam Mohanty, a career analytics professional, Ma Foi Analytics & Business Services Pvt Ltd was founded in 2012 with its headquarters in Bangalore and offices in Chennai & New Delhi.
Tripod of services- The Ma Foi Advantage
• Double Digit Employees • Launch of first product
• First Indian Client • Acquisition of
PebblePath
Q2’ 2012
• Inception in Bangalore
• First employee
Q4’ 2012 Q2’ 2013 Q4’ 2013
OUR PROGRESSION
• Hosted First Marketing Event
• Launched Capstone & PreciseMetrics
People credentials include previous stints in premier organizations such as GE, Genpact,
HSBC, HP , Barclays,Infosys, IBM etc
Has 20+ clients ranging across mid-sized organizations to SMEs in US, Middle-East &
India
Q2’ 2014
• Initiated IOT capability
development • Filed IP patent for
“Epoch”
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Our Team (1/2)
Shobhit has over 11 years of experience in strategic research, sales & marketing enablement and consultative solution design. He has
setup and led research teams supporting initiatives such as Strategy Formulation, Market Assessment, Competitive Benchmarking, Market
Sizing among others. In the past he has worked with leading organizations such as IBM, Infosys & Genpact.
Shobhit holds an MBA in Marketing from International Management Institute, New Delhi.
Shobhit Bahadur Head, Research
Ashish has 11 years of Marketing Analytics experience having worked across both B2C and B2B clients. He has proven experience in
banking analytics, providing consultation across the customer life cycle – covering acquisition, portfolio management and retention. In the
past Ashish has worked with GE and HSBC. In his tenure at HSBC, Ashish headed the marketing analytics team for US Private Label Credit
Cards Portfolio with receivables worth $16 billion.
Ashish holds a Masters in Market Research from Mudra Institute of Communications , Ahmedabad
Ashish Rishi Head, Analytics
Saty spent a decade- first as a GE employee and then with Genpact after its spinoff from GE, working with a wide range of customers
globally, helping them create value in areas like sales & marketing analytics, and market research. He has worked extensively across Sales &
Marketing analytics for Pharma & Medical Devices organizations in the US, working in the US and India. In his last role, he built the Market
Research practice for Genpact, through organic and inorganic means to build up what would qualify on a standalone basis as a US top 50
research services provider during his last 3 yrs at the organisation.
He believes that Analytics-as-a-service is at an inflection point and he would like to be at the forefront of change in this area.
Satyakam Mohanty Chief Executive
Tom has 15+ years of sales management experience having worked across healthcare value chain. Tom started his career with Pharma –
working with Bristol-Myers, Medeva Pharmaceuticals, Novartis, Millennium Pharma and then moved to institutional sales for Eisai Inc. &
Philips Healthcare. In his last role he was responsible for driving devices sales working for ICRco & Suntech Medical. Tom is a dynamic,
results-oriented sales management strategist with a exceptional record of achievement and demonstrated success driving sales growth in
hospitals, while providing award-winning sales leadership in highly competitive markets.
Tom holds a Masters in Business Administration from University of Houston, Texas
Thomas E. Camp, VP, Sales
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Our Team (2/2)
Tuhin Das is a Senior Manager at Ma Foi.
Tuhin has more than 8 years of experience in Marketing and Risk Analytics in the BFSI domain. Being in HSBC for over 4 years, he has
established himself as an experienced professional in the BFSI domain, having worked on customer profitability and customer lifecycle
management - acquisition, portfolio management and retention. During his tenure with Barclays, Tuhin was involved in assessing customer risk
and building Basel II credit risk models.
He holds a Bachelor of Statistics degree from Indian Statistical Institute (ISI), Kolkata.
Vishal Sinha is a Senior Manager at Ma Foi.
Vishal has more than 8 years of experience in the BFSI domain, with global financial services institutions – Capital One & HSBC. Vishal has a
proven track record of delivering business value in the financial sector through data driven analytics solutions.
During his tenure with Capital one, Vishal supported merchant relationships with analytics solutions on Credit Cards, Retail Analytics, Marketing
Strategy & CRM.
He holds a Masters degree in Economics from Jawaharlal Nehru University (JNU), New Delhi.
Satish has around 14 years experience been building and scaling technology solutions targeting consumers and enterprises. Having
started his career at a silicon valley start up, he has spent years building offshore engineering teams attempting to bring the same
silicon valley vigour. A hands-on engineer always thinking about creating frameworks and tools that improves software engineer's
productivity.
Satish is passionate about helping businesses get the best out of their technology investments
Satish Ayyaswami
Vishal Sinha
Tuhin Das
