独家
从银行到电信巨头，大数据意味着大生意
大数据有它的早期采用者和通常的嫌疑人:银行、零售连锁店和电信。但现在它的吸引力正在扩展到几个类别和企业。
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BSNL视人力资源转型为转折点
在2022年至2032年的10年期间，平均每年将有近2000名员工退休，这使该公司成为一个更专注于与私营行业企业——Reliance Jio、Bharti Airtel和Vodafone Idea——竞争的组织。
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和其他行业一样，大数据也有自己的早期采用者和通常的嫌疑人:银行、零售连锁店和电信。但现在，它的吸引力正在扩展到多个类别和企业。
IBM Commerce India/SA业务主管尼桑特•卡拉(Nishant Kalra)表示:“消费品牌81%的首席营销官认为他们对客户有全面的了解，但只有22%的客户认为一般零售商了解他们。”第一个挑战是:将客户作为个体来捕捉，不仅关注交易数据，还关注他们的兴趣、偏好和互动。第二个挑战:消费者旅程的变化，50%到80%的购买过程发生在品牌有机会说话之前。Kalra困惑地说道:“我们如何才能跨渠道无缝地提供整合体验?
营销分析公司笛卡尔咨询公司的创始人兼总经理桑迪普•米塔尔说:“这是一种技巧，但要在更好的信息和可预测性下做出决定。”
答案似乎就在数字中，并知道如何利用它们。
大数据是线上和线下公司试图解决个性化挑战的方式。这是一个美丽的新世界，它需要大量的左脑运算能力，同时也需要传统的右脑创造力。
这样做的目的是:让消费者感觉不那么像一个只剩下一点点隐私的测试对象，而更像一个成功抢到最好产品的品牌特别有价值的赞助人。以下是四家公司的做法。
右脑、左脑:大数据是线上和线下公司试图解决个性化挑战的方式……这需要左脑大量的数字运算能力，同时也需要右脑的创造力。
IBM / Matrimony.com 现在的婚姻是由数据决定的
IBM表示，Matrimony.com确定细分市场、定制营销活动和发布广告的时间缩短了90%。
任何印度人都会告诉你，结婚是一件严肃的事情。对一个以撮合他人结婚为业的网站来说更是如此:Matrimony。com。150个定制网站、呼叫中心甚至实体网点，在任何给定时间都有大约300万用户，传递相关信息的任务变得异常复杂。更不用说给用户无缝体验，而不管使用哪个接触点。
IBM商务印度业务负责人尼桑特·卡拉说:“对一家银行来说，频繁更换员工是件坏事。对于Matrimony.com来说，这很好。任务:如何跨多个通道传递一致的消息?如何让用户选择付费服务?”
这家网络公司面临的最大挑战是，它的数据是基于开源标准的。IBM应用其预测工具来分割数据，分配权重，并围绕这些构建活动。例如，它帮助该网站开展了一项活动，鼓励用户更新个人资料，提供更多信息，这大大提高了他们找到匹配对象的机会。Kalra说:“我们从预测分析和营销活动解决方案开始，这些解决方案在多个渠道(包括实体店)实时推出。”
一旦用户开始用数据丰富自己的资料，Matrimony.com就能向他们发送潜在灵魂伴侣的资料，并为其付费服务提供服务。数据帮助实现的第三个目标是，在潜在联盟失败的情况下，提供下一个最佳选择。
Askme(和AskmeBazaar) - 她想要的一切
Askme每月超过7000万次搜索产生70亿个数据点……再加上特价商品和分类广告，这个数字将是原来的10到20倍。
令人毛骨悚然，她觉得。网上怎么知道她需要一个杜帕塔来搭配她刚买的库塔?然后它会建议搭配配饰。“这是什么魔法?”她喊道。然而，不需要霍格沃茨学位，只需在一英寸的理智范围内跟踪个人。我们的数字足迹所揭示的只是冰山一角。
想想在本地搜索和分类门户网站Askme及其在线市场AskmeBazaar上发生了什么。该公司在其网站上捕捉消费者旅程中的每一个接触点，然后改进算法，以大量提供量身定制的体验。目标:创造意外的时刻。Askme集团首席营销官Manav Sethi表示:“未来将属于那些创造个性化体验的人，这些体验将建立用户粘性和粘性。”让我们面对现实吧，四大或五大电子商务公司吵着要你刷手机，它们之间并没有什么区别。
期待同样的折扣和200万sku。价值主张是什么?”塞西问道。这一价值主张被淹没在有关消费触发因素和消费者历史的海量数据之下。
但如果营销人员不能利用数十亿数据点来创造个性化体验，那么整个工作都是毫无意义的。
例如，杂货店的未来在于根据Lalitaji的消费历史预测她接下来需要什么。而且不止于此。通过映射消费者身份和购买模式，Askme可以帮助宝洁的客户转变为联合利华的忠实用户，反之亦然。
“大数据可以给公司带来优势，成为战略业务杠杆。这就是长尾理论发挥作用的地方，”塞西说。
铃木马鲁蒂- 从kitna deti海到kitna data海
Maruti Suzuki早在2006年就意识到，他们的经销商坐拥大量需要汇总、组织、清理和分析的数据。
当客户关系管理人员开始谈论大数据时，大多数营销人员更喜欢躲在石头下面。Maruti Suzuki副总裁兼营销主管Sanjeev Handa却不是其中之一。大数据引起了他的兴趣。“如今，它是来自你的手机、信用卡、电视观众测量仪表甚至飞机的数据库流。过去两年收集的数据总量超过了整个人类文明收集的数据总量，而且是以zettabyte (1 zettabyte = 1,000,000,000 Terabytes)为单位的。”
不过，对大数据的认识并没有让他陷入炒作周期。
“我们使用过去30年积累的1500万客户的相关数据。我们不想知道每一个细节，只想知道他们的简介、好恶、保险状况等。”
马鲁蒂铃木早在2006年就意识到，他们的经销商坐拥大量需要清理和分析的数据。
“去年，纯粹因为数据挖掘，我们多卖出了5万辆汽车，”他说。这相当于该年度销售额的4.5%。他们计划到2020年通过客户关系管理计划销售200万辆汽车。内部目标是通过数据库管理获得10%的销售额。
他说，数据库管理并不昂贵，尤其是“我们在广告上花了几亿美元”。这只是一种精确的努力——例如，跟踪拥有同一款汽车五年的客户，帮助他们通知经销商向他们追加销售。高端经销商网络Maruti Nexa也是数据挖掘的副产品。心理测量显示，更多的人选择乘坐商务舱，保留客户关系经理，从马鲁蒂(Maruti)转向福特(Ford)。这就是诱因。”
马欣德拉俱乐部- 计算你的假期
通过数据挖掘会员过去的度假行为，定制和个性化的邮件被发送出去，通常带有优惠。
阻碍品牌深入研究数据和分析的主要挑战之一是一个显而易见的问题——缺乏丰富的数据。就马欣德拉俱乐部而言，缺乏数据并不是挑战。成立近20年，帮助该品牌建立了关于其18万会员基础的惊人广度和深度的数据。Mahindra Holidays首席营销官迪帕利·奈尔(Deepali Naair)表示:“例如，拥有18万会员的数据库，而不是180万会员的数据库，可能是一种优势，因为它使数据更易于管理。”
度假，尤其是在印度，既取决于气候，也取决于度假时间，这对于马欣德拉俱乐部所处的行业来说，造成了入住率不稳定的挑战。通过“重塑需求”项目寻求数据以解决这一问题。这个想法很简单:通过接触会员，鼓励他们全年计划度假，解决季节性导致的入住率低的挑战。也许让人们在雨季去果阿，在炎热的夏天去斋沙默尔。Naair表示，在对会员过去假期行为的数据挖掘和其他分析的支持下，他们发出了定制和个性化的邮件，通常还会分层提供优惠。“重塑需求”的会员夜率超过15%。营销分析公司笛卡尔咨询(Cartesian Consulting)的创始人兼董事总经理桑迪普•米塔尔(Sandeep Mittal)指出，大数据正在改变企业的生活，因为它能够非常快速地构建假设或发布业务挑战，并通过多个数据源的相关性实际得到结果。
IBM Commerce India/SA业务主管尼桑特•卡拉(Nishant Kalra)表示:“消费品牌81%的首席营销官认为他们对客户有全面的了解，但只有22%的客户认为一般零售商了解他们。”第一个挑战是:将客户作为个体来捕捉，不仅关注交易数据，还关注他们的兴趣、偏好和互动。第二个挑战:消费者旅程的变化，50%到80%的购买过程发生在品牌有机会说话之前。Kalra困惑地说道:“我们如何才能跨渠道无缝地提供整合体验?
营销分析公司笛卡尔咨询公司的创始人兼总经理桑迪普•米塔尔说:“这是一种技巧，但要在更好的信息和可预测性下做出决定。”
大数据是线上和线下公司试图解决个性化挑战的方式。这是一个美丽的新世界，它需要大量的左脑运算能力，同时也需要传统的右脑创造力。
这样做的目的是:让消费者感觉不那么像一个只剩下一点点隐私的测试对象，而更像一个成功抢到最好产品的品牌特别有价值的赞助人。以下是四家公司的做法。
右脑、左脑:大数据是线上和线下公司试图解决个性化挑战的方式……这需要左脑大量的数字运算能力，同时也需要右脑的创造力。
IBM / Matrimony.com 现在的婚姻是由数据决定的
IBM表示，Matrimony.com确定细分市场、定制营销活动和发布广告的时间缩短了90%。
任何印度人都会告诉你，结婚是一件严肃的事情。对一个以撮合他人结婚为业的网站来说更是如此:Matrimony。com。150个定制网站、呼叫中心甚至实体网点，在任何给定时间都有大约300万用户，传递相关信息的任务变得异常复杂。更不用说给用户无缝体验，而不管使用哪个接触点。
这家网络公司面临的最大挑战是，它的数据是基于开源标准的。IBM应用其预测工具来分割数据，分配权重，并围绕这些构建活动。例如，它帮助该网站开展了一项活动，鼓励用户更新个人资料，提供更多信息，这大大提高了他们找到匹配对象的机会。Kalra说:“我们从预测分析和营销活动解决方案开始，这些解决方案在多个渠道(包括实体店)实时推出。”
一旦用户开始用数据丰富自己的资料，Matrimony.com就能向他们发送潜在灵魂伴侣的资料，并为其付费服务提供服务。数据帮助实现的第三个目标是，在潜在联盟失败的情况下，提供下一个最佳选择。
Askme(和AskmeBazaar) - 她想要的一切
Askme每月超过7000万次搜索产生70亿个数据点……再加上特价商品和分类广告，这个数字将是原来的10到20倍。
令人毛骨悚然，她觉得。网上怎么知道她需要一个杜帕塔来搭配她刚买的库塔?然后它会建议搭配配饰。“这是什么魔法?”她喊道。然而，不需要霍格沃茨学位，只需在一英寸的理智范围内跟踪个人。我们的数字足迹所揭示的只是冰山一角。
想想在本地搜索和分类门户网站Askme及其在线市场AskmeBazaar上发生了什么。该公司在其网站上捕捉消费者旅程中的每一个接触点，然后改进算法，以大量提供量身定制的体验。目标:创造意外的时刻。Askme集团首席营销官Manav Sethi表示:“未来将属于那些创造个性化体验的人，这些体验将建立用户粘性和粘性。”让我们面对现实吧，四大或五大电子商务公司吵着要你刷手机，它们之间并没有什么区别。
期待同样的折扣和200万sku。价值主张是什么?”塞西问道。这一价值主张被淹没在有关消费触发因素和消费者历史的海量数据之下。
但如果营销人员不能利用数十亿数据点来创造个性化体验，那么整个工作都是毫无意义的。
例如，杂货店的未来在于根据Lalitaji的消费历史预测她接下来需要什么。而且不止于此。通过映射消费者身份和购买模式，Askme可以帮助宝洁的客户转变为联合利华的忠实用户，反之亦然。
“大数据可以给公司带来优势，成为战略业务杠杆。这就是长尾理论发挥作用的地方，”塞西说。
铃木马鲁蒂- 从kitna deti海到kitna data海
Maruti Suzuki早在2006年就意识到，他们的经销商坐拥大量需要汇总、组织、清理和分析的数据。
当客户关系管理人员开始谈论大数据时，大多数营销人员更喜欢躲在石头下面。Maruti Suzuki副总裁兼营销主管Sanjeev Handa却不是其中之一。大数据引起了他的兴趣。“如今，它是来自你的手机、信用卡、电视观众测量仪表甚至飞机的数据库流。过去两年收集的数据总量超过了整个人类文明收集的数据总量，而且是以zettabyte (1 zettabyte = 1,000,000,000 Terabytes)为单位的。”
不过，对大数据的认识并没有让他陷入炒作周期。
“我们使用过去30年积累的1500万客户的相关数据。我们不想知道每一个细节，只想知道他们的简介、好恶、保险状况等。”
马鲁蒂铃木早在2006年就意识到，他们的经销商坐拥大量需要清理和分析的数据。
“去年，纯粹因为数据挖掘，我们多卖出了5万辆汽车，”他说。这相当于该年度销售额的4.5%。他们计划到2020年通过客户关系管理计划销售200万辆汽车。内部目标是通过数据库管理获得10%的销售额。
他说，数据库管理并不昂贵，尤其是“我们在广告上花了几亿美元”。这只是一种精确的努力——例如，跟踪拥有同一款汽车五年的客户，帮助他们通知经销商向他们追加销售。高端经销商网络Maruti Nexa也是数据挖掘的副产品。心理测量显示，更多的人选择乘坐商务舱，保留客户关系经理，从马鲁蒂(Maruti)转向福特(Ford)。这就是诱因。”
马欣德拉俱乐部- 计算你的假期
通过数据挖掘会员过去的度假行为，定制和个性化的邮件被发送出去，通常带有优惠。
阻碍品牌深入研究数据和分析的主要挑战之一是一个显而易见的问题——缺乏丰富的数据。就马欣德拉俱乐部而言，缺乏数据并不是挑战。成立近20年，帮助该品牌建立了关于其18万会员基础的惊人广度和深度的数据。Mahindra Holidays首席营销官迪帕利·奈尔(Deepali Naair)表示:“例如，拥有18万会员的数据库，而不是180万会员的数据库，可能是一种优势，因为它使数据更易于管理。”
度假，尤其是在印度，既取决于气候，也取决于度假时间，这对于马欣德拉俱乐部所处的行业来说，造成了入住率不稳定的挑战。通过“重塑需求”项目寻求数据以解决这一问题。这个想法很简单:通过接触会员，鼓励他们全年计划度假，解决季节性导致的入住率低的挑战。也许让人们在雨季去果阿，在炎热的夏天去斋沙默尔。Naair表示，在对会员过去假期行为的数据挖掘和其他分析的支持下，他们发出了定制和个性化的邮件，通常还会分层提供优惠。“重塑需求”的会员夜率超过15%。营销分析公司笛卡尔咨询(Cartesian Consulting)的创始人兼董事总经理桑迪普•米塔尔(Sandeep Mittal)指出，大数据正在改变企业的生活，因为它能够非常快速地构建假设或发布业务挑战，并通过多个数据源的相关性实际得到结果。
Big data, like every other industry, has its early adopters and usual suspects: banks, retail chains and telecom. But now its appeal is extending to several categories and businesses.
According to Nishant Kalra , business leader, IBM Commerce India\/SA, \"81 per cent of the CMOs in consumer brands believe they have a holistic view of customers, but only 22 per cent of customers believe the average retailer understands them.\" The first challenge: to capture customers as individuals, focusing not merely on transaction data but their interests, preferences and interactions. The second challenge: changes in the customer journey with 50 per cent to 80 per cent of the buying process taking place before the brand gets a chance to speak. \"How do we seamlessly give an integrated experience across channels?\" puzzles Kalra.
Says Sandeep Mittal, founder & MD of marketing analytics firm Cartesian Consulting, \"The trick but take the decisions with better information and predictability.\"
According to Nishant Kalra , business leader, IBM Commerce India\/SA, \"81 per cent of the CMOs in consumer brands believe they have a holistic view of customers, but only 22 per cent of customers believe the average retailer understands them.\" The first challenge: to capture customers as individuals, focusing not merely on transaction data but their interests, preferences and interactions. The second challenge: changes in the customer journey with 50 per cent to 80 per cent of the buying process taking place before the brand gets a chance to speak. \"How do we seamlessly give an integrated experience across channels?\" puzzles Kalra.
Says Sandeep Mittal, founder & MD of marketing analytics firm Cartesian Consulting, \"The trick but take the decisions with better information and predictability.\"
<\/div><\/div>The answer it would appear is in the numbers and knowing what to do with them.
Big data is how companies both online and offline are trying to solve the personalisation challenge. It's a brave new world out there, one that requires yes, a great deal of left brained number crunching but also some good old right brained creativity.
The goal: to leave consumers feeling less like a test subject with the barest illusion of privacy and more like a special valued patron of the brand who manages to snag the best. Here's how four companies are doing it.
Right Brain, Left Brain: Big data is how companies, both online and offline, are trying to solve the personalisation challenge... it requires a great deal of left brained number crunching as well as some good old right brained creativity.
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IBM\/Matrimony.com - <\/strong>NOW MARRIAGES ARE MADE WITH DATA<\/em>
According to IBM, time taken for Matrimony.com to identify a market segment, tailor a campaign and launch it has been reduced by 90 per cent.<\/em>
As any Indian will tell you, getting hitched is a serious business. Even more so for a site in the business of getting people hitched: Matrimony. com. With 150 customised websites, call centres and even physical outlets, and an estimated 3 million users at any given time, the task of getting relevant messages across was getting incredibly complicated. To say nothing of giving a user a seamless experience irrespective of which touchpoint was used.
Big data is how companies both online and offline are trying to solve the personalisation challenge. It's a brave new world out there, one that requires yes, a great deal of left brained number crunching but also some good old right brained creativity.
The goal: to leave consumers feeling less like a test subject with the barest illusion of privacy and more like a special valued patron of the brand who manages to snag the best. Here's how four companies are doing it.
Right Brain, Left Brain: Big data is how companies, both online and offline, are trying to solve the personalisation challenge... it requires a great deal of left brained number crunching as well as some good old right brained creativity.
IBM\/Matrimony.com - <\/strong>NOW MARRIAGES ARE MADE WITH DATA<\/em>
According to IBM, time taken for Matrimony.com to identify a market segment, tailor a campaign and launch it has been reduced by 90 per cent.<\/em>
As any Indian will tell you, getting hitched is a serious business. Even more so for a site in the business of getting people hitched: Matrimony. com. With 150 customised websites, call centres and even physical outlets, and an estimated 3 million users at any given time, the task of getting relevant messages across was getting incredibly complicated. To say nothing of giving a user a seamless experience irrespective of which touchpoint was used.
<\/div><\/div>Says Nishant Kalra, business leader, IBM Commerce India\/SA, \"For a bank, churning is bad. For Matrimony.com it's good. The task: How do you deliver consistent messages across multiple channels? And how do you make users opt in for paid services?\"
The No 1 challenge with this born on the web company was its data was on open source standards. IBM applied its predictive tools to segment data, assign weightages and built campaigns around these. For instance, it helped the site run a campaign encouraging users to update their profiles with more information, something that significantly raised their chances of finding a match. Says Kalra, \"We started with predictive analytics and marketing campaign solutions which were rolled out in real time across multiple channels\" including physical stores.
Once the users began to enrich their profiles with data, Matrimony.com was able to send them prospective soul mate profiles and run offers for its paid services. A third objective that data helped with was to serve up the next best option in case a potential alliance fizzled out.
Askme (and AskmeBazaar) - <\/strong>ALL THAT SHE WANTS<\/em>
Over 70m searches per month on Askme produces 7 billion data points... combine it with deals and classifieds, the number would be 10 to 20x more.<\/em>
Creepy, she thinks. How did the Internet know she needs a dupatta to go with the kurta she just purchased? And then it suggests matching accessories. \"What sorcery is this?\" she cries. No Hogwarts degree needed though, one simply stalks the individual within an inch of sanity. And we're just scratching the surface of what our digital footprint reveals.
Consider what transpires on local search and classifieds portal, Askme and its online marketplace, AskmeBazaar. The company captures every touch point in the consumer's journey on its sites and then refines algorithms to churn out tailor-made experiences. The goal: Create serendipity moments. Says Manav Sethi, group CMO, Askme, \"The future will belong to those who create personalised experiences that will build stickiness and engagement.\" Let's face it, there is no differentiation between, say, the top four or five ecommerce companies clamouring for your phone-swipes.
\"Expect the same discounts and 2 million SKUs everybody shouts about. What is the value proposition?\" asks Sethi. That value proposition is buried under mountains of data on consumption triggers and consumer history.
But if marketers can't leverage billions of data points to create individualised experiences, the entire exercise is pointless.
The future of grocery, for instance, is in predicting what Lalitaji will need next on the basis of her consumption history. And not just stopping there. Using mapped consumer identities and purchase patterns, Askme can help convert a P&G customer into a Unilever loyalist or vice versa.
\"Big data can give the company an edge that becomes a strategic business lever. That's where the long tail comes into play,\" says Sethi.
Maruti Suzuki - <\/strong>FROM KITNA DETI HAI TO KITNA DATA HAI<\/em>
Maruti Suzuki realised as early as 2006 that their dealers were sitting on reams of data that needed to be aggregated, organised, cleaned and then analysed.<\/em>
Most marketers prefer to hide under a rock the moment their CRM guys start talking about Big Data. Sanjeev Handa, vice president and head of marketing at Maruti Suzuki isn't one of them. Big Data intrigues him. \"It is this stream of database from your phones, credit cards, TV audience measurement metres and even airplanes these days. The total data collected in the last two years is larger than the data collected throughout human civilisation and it is in Zettabytes (1 zettabyte = 1,000,000,000 Terabytes),\" says Handa.
Awareness of Big Data hasn't got him caught in the hype cycle though.
\"We use relevant data of the 15 million customers that we have accumulated over the last 30 years. We don't want to know every detail, just their profile, likes and dislikes, insurance status et al.\"
Maruti Suzuki realised as early as 2006 that their dealers were sitting on reams of data that needed to be cleaned and then analysed.
\"Last year, we sold 50,000 extra cars purely because of data mining,\" he says. This was 4.5 per cent of the sales for the year. They plan to sell two million cars through their CRM initiatives by 2020. The internal target is to get 10 per cent of the sales via database management..
And management of database is not expensive, he says, especially since \"we spend crores on advertising.\" It's just a pinpointed effort \u2014 keeping a track of customers who've had the same model of car for five years, for instance, helps them inform dealers about upselling to them. Maruti Nexa, the premium dealer network, is also a byproduct of data mining. \"Psychometrics showed that more people were flying business class, keeping relationship managers and switching from Maruti to Ford. That was the trigger.\"
Club Mahindra - <\/strong>COUNT YOUR HOLIDAYS<\/em>
By data mining members' past holiday behaviour, customised and personalised mailers were sent, often layered with an offer.<\/em>
One of the prime challenges that inhibits brands from deep-diving into data and analytics is an obvious one \u2014 lack of rich data. In case of Club Mahindra, lack of data was not the challenge. Being around for almost 20 years has helped the brand build on a formidable width and depth of data about its 1.8 lakh membership base. Says, Deepali Naair, CMO, Mahindra Holidays: \"Having database of 1.8 lakh members as against 18 lakh members (for example) can be an advantage since it makes the data much more manageable.\"
Holidaying, especially in India, is dependent on both the climate as well as vacation time, which for a category that Club Mahindra is operating in, creates challenges of erratic occupancy. Data was sought to resolve this issue via the 'Reshaping demand' project. The idea is simple: solve seasonality-led low occupancy challenges by reaching out to members and nudging them to plan holidays through the year. Maybe getting people to go to Goa during the monsoons and to Jaisalmer in the summer heat. Backed by the data mining on the member's past holiday behaviour and other analyses, customised and personalised mailers were sent out, often layered with an offer as well Member nights which can be attributable to 'Reshape Demand' are upwards of 15 per cent, shares Naair. Big data is making the difference to the life of the businesses, points out Sandeep Mittal, founder & MD of marketing analytics firm Cartesian Consulting, thanks to its ability to frame a hypothesis or post a business challenge and actually get results with correlations across multiple data sources, very quickly. <\/div><\/div>
The No 1 challenge with this born on the web company was its data was on open source standards. IBM applied its predictive tools to segment data, assign weightages and built campaigns around these. For instance, it helped the site run a campaign encouraging users to update their profiles with more information, something that significantly raised their chances of finding a match. Says Kalra, \"We started with predictive analytics and marketing campaign solutions which were rolled out in real time across multiple channels\" including physical stores.
Once the users began to enrich their profiles with data, Matrimony.com was able to send them prospective soul mate profiles and run offers for its paid services. A third objective that data helped with was to serve up the next best option in case a potential alliance fizzled out.
Askme (and AskmeBazaar) - <\/strong>ALL THAT SHE WANTS<\/em>
Over 70m searches per month on Askme produces 7 billion data points... combine it with deals and classifieds, the number would be 10 to 20x more.<\/em>
Creepy, she thinks. How did the Internet know she needs a dupatta to go with the kurta she just purchased? And then it suggests matching accessories. \"What sorcery is this?\" she cries. No Hogwarts degree needed though, one simply stalks the individual within an inch of sanity. And we're just scratching the surface of what our digital footprint reveals.
Consider what transpires on local search and classifieds portal, Askme and its online marketplace, AskmeBazaar. The company captures every touch point in the consumer's journey on its sites and then refines algorithms to churn out tailor-made experiences. The goal: Create serendipity moments. Says Manav Sethi, group CMO, Askme, \"The future will belong to those who create personalised experiences that will build stickiness and engagement.\" Let's face it, there is no differentiation between, say, the top four or five ecommerce companies clamouring for your phone-swipes.
\"Expect the same discounts and 2 million SKUs everybody shouts about. What is the value proposition?\" asks Sethi. That value proposition is buried under mountains of data on consumption triggers and consumer history.
But if marketers can't leverage billions of data points to create individualised experiences, the entire exercise is pointless.
The future of grocery, for instance, is in predicting what Lalitaji will need next on the basis of her consumption history. And not just stopping there. Using mapped consumer identities and purchase patterns, Askme can help convert a P&G customer into a Unilever loyalist or vice versa.
\"Big data can give the company an edge that becomes a strategic business lever. That's where the long tail comes into play,\" says Sethi.
Maruti Suzuki - <\/strong>FROM KITNA DETI HAI TO KITNA DATA HAI<\/em>
Maruti Suzuki realised as early as 2006 that their dealers were sitting on reams of data that needed to be aggregated, organised, cleaned and then analysed.<\/em>
Most marketers prefer to hide under a rock the moment their CRM guys start talking about Big Data. Sanjeev Handa, vice president and head of marketing at Maruti Suzuki isn't one of them. Big Data intrigues him. \"It is this stream of database from your phones, credit cards, TV audience measurement metres and even airplanes these days. The total data collected in the last two years is larger than the data collected throughout human civilisation and it is in Zettabytes (1 zettabyte = 1,000,000,000 Terabytes),\" says Handa.
Awareness of Big Data hasn't got him caught in the hype cycle though.
\"We use relevant data of the 15 million customers that we have accumulated over the last 30 years. We don't want to know every detail, just their profile, likes and dislikes, insurance status et al.\"
Maruti Suzuki realised as early as 2006 that their dealers were sitting on reams of data that needed to be cleaned and then analysed.
\"Last year, we sold 50,000 extra cars purely because of data mining,\" he says. This was 4.5 per cent of the sales for the year. They plan to sell two million cars through their CRM initiatives by 2020. The internal target is to get 10 per cent of the sales via database management..
And management of database is not expensive, he says, especially since \"we spend crores on advertising.\" It's just a pinpointed effort \u2014 keeping a track of customers who've had the same model of car for five years, for instance, helps them inform dealers about upselling to them. Maruti Nexa, the premium dealer network, is also a byproduct of data mining. \"Psychometrics showed that more people were flying business class, keeping relationship managers and switching from Maruti to Ford. That was the trigger.\"
Club Mahindra - <\/strong>COUNT YOUR HOLIDAYS<\/em>
By data mining members' past holiday behaviour, customised and personalised mailers were sent, often layered with an offer.<\/em>
One of the prime challenges that inhibits brands from deep-diving into data and analytics is an obvious one \u2014 lack of rich data. In case of Club Mahindra, lack of data was not the challenge. Being around for almost 20 years has helped the brand build on a formidable width and depth of data about its 1.8 lakh membership base. Says, Deepali Naair, CMO, Mahindra Holidays: \"Having database of 1.8 lakh members as against 18 lakh members (for example) can be an advantage since it makes the data much more manageable.\"
Holidaying, especially in India, is dependent on both the climate as well as vacation time, which for a category that Club Mahindra is operating in, creates challenges of erratic occupancy. Data was sought to resolve this issue via the 'Reshaping demand' project. The idea is simple: solve seasonality-led low occupancy challenges by reaching out to members and nudging them to plan holidays through the year. Maybe getting people to go to Goa during the monsoons and to Jaisalmer in the summer heat. Backed by the data mining on the member's past holiday behaviour and other analyses, customised and personalised mailers were sent out, often layered with an offer as well Member nights which can be attributable to 'Reshape Demand' are upwards of 15 per cent, shares Naair. Big data is making the difference to the life of the businesses, points out Sandeep Mittal, founder & MD of marketing analytics firm Cartesian Consulting, thanks to its ability to frame a hypothesis or post a business challenge and actually get results with correlations across multiple data sources, very quickly. <\/div><\/div>
Follow and connect with us on Twitter<\/a>, Facebook<\/a>, Linkedin<\/a>, Youtube<\/a><\/div>","latestnewsflag":{"minfo":"1.0","minfoseo":"1-0"},"GEListMatchFound":{"minfo":"1","minfoseo":"1"},"authorsplit":{"author":[{"artau":"Ravi Balakrishnan","aunameseo":"ravi-balakrishnan","artauid":"6458","artauemail":[],"auFullName":"Ravi Balakrishnan","pubname":"ET","designame":"Editor","audetailsxml":{"details":[]},"aulinksxml":{"links":{"link":[]}},"auagencyid":"88675387","auagencyname":"ET Bureau","autype":"GENERAL"},{"artau":"Amit Bapna","aunameseo":"amit-bapna","artauid":"479216656","artauemail":[],"auFullName":"Amit Bapna","pubname":"ET","designame":"Editor","audetailsxml":{"details":[]},"aulinksxml":{"links":{"link":[]}},"auagencyid":"88675387","auagencyname":"ET Bureau","autype":"GENERAL"},{"artau":"Delshad Irani","aunameseo":"delshad-irani","artauid":"479203177","artauemail":[],"auFullName":"Delshad Irani","pubname":"ET","designame":"Editor","audetailsxml":{"details":[]},"aulinksxml":{"links":{"link":[]}},"auagencyid":"88675387","auagencyname":"ET Bureau","autype":"GENERAL"},{"artau":"Shephali Bhatt","aunameseo":"shephali-bhatt","artauid":"479230465","artauemail":"shephali.bhatt@gmail.com","auselfimageid":"479230465","auimageid":"00479230465","auimagelen":"200368","auFullName":"Shephali Bhatt","pubname":"ET","designame":"Tech & Culture Reporter","audetailsxml":{"authordetails":"I write human interest features on Tech, Pop Culture, Internet Subcultures, Media & Entertainment. Someone once told me you always do a great job of a story you really care about. It made a lot of sense to me. I believe somewhere something incredible is always waiting to be explored. I like to be the medium that shares the incredible with the rest of the world. When not writing, I draw Venn diagrams of all my life's situations.","details":{"detail":[{"@attributes":{"type":"occupation"}},{"@attributes":{"type":"beat"}}]}},"aulinksxml":{"links":{"link":{"twitter":[],"facebook":[],"googlePlusUrl":[],"contributorUrl":[]}}},"auagencyid":"88675387","auagencyname":"ET Bureau","autype":"GENERAL"}]},"primeid":0,"storytags":{"categoryTag":{"sectionid":"24155893","sectionname":"Enterprise","seolocation":"enterprise","seolocationalt":"enterprise"},"otherTags":null,"filterTags":[]},"formattedTags":{"companyTags":[],"otherTags":[],"newsCategoryTags":[{"name":"Enterprise","seolocation":"enterprise"}],"breadcrumbTags":[],"filterTags":[]},"breadcrumbTags":[],"Alttitle":{"minfo":""},"Altdescription":{"minfo":""},"amp_url":"\/\/www.iser-br.com\/amp\/news\/enterprise\/from-banks-to-telecom-biggies-big-data-means-big-business\/48261898"}" data-news-images="[{"msid":"48261900","msname":"amazing-facts","msnameseo":"amazing-facts","mediatype":"1","artdate":"2015-07-29 10:21:00.0","caption":""}]" data-newsletter-by="0" data-newsletter-date="a" data-hasbottomcarousel="" data-alldetailsopen="0" data-multipleanalyticshit="" data-deeplink="https://ettelecom.app.link?$deeplink_path=" data-socialshareformat="default">
