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8/9/2019 ABIBA Segmentation Profiling
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Abiba Systems | www.abibasystems.com
ABIBA
8/9/2019 ABIBA Segmentation Profiling
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Abiba Systems | www.abibasystems.com
About ABIBA Systems
ABIBA Offerings
Analytics Overview
Customer Lifecycle
Analytics Solutions from ABIBA
ABIBA Segmentation Methodology
Advantages of prebuilt solutions
Why ABIBA ?
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Abiba Systems | www.abibasystems.com
We are a Technology firm focused on being a Business Intelligence & Analytics partner of
choice for Global Corporations
We use advanced analytics tools customized to meet industry specific requirements.
Our approach
We understand the business, the business user requirements and then provide the most
appropriate and cost effective solution.
Our solution highlights
Right B.I solution
Rapid deployment for quick wins
User friendly solutions to improve end user product utilization
Lower TCO to ensure higher ROI
ABIBA Management
Promoter team have several decades of experience globally in companies in Europe,
North America, Asia and Africa
Senior management team is highly qualified with experience in management and
technology
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Abiba Systems | www.abibasystems.com
Products
TeleView TM
Champion TM
TIMSTM
PI Miner
ManufacturingIntelligence
BI Consulting:
BI Strategy, Scopingand Selection
BI System design/architecture
Technical and businessuser training
BI System performanceanalysis &
improvement
Solutions and Services -
3DM Approach
Datamart andEnterprise Data
Warehouse
Data Sourcing -ELT/ETL/EAI
Data Mining andanalytics
Data Management
Process improvement& workflow solutions
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Analytics is the science of examining business data to identify historic trends and
patterns, predict potential trends and to analyze the effects of certain decisions or
events.
The goal of analytics is to improve the quality of decision making in business by
gaining in-depth knowledge of past, current and future performance.
Type of Analytics :
Descriptive Analytics: It describes the distribution of the data as well as
cluster the data into more homogeneous groups
Predictive Analytics: Predictive Analytics tries to predict the value of
one or more responses in a data set
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Abiba Systems | www.abibasystems.com
Improved Sales
Identify segments and launch targeted acquisition campaigns
Improve the forecasting of acquisitions and plan support activities
Increased Customer service and satisfaction
Increase customer retention
Develop effective loyalty programs to improve stickiness
To analyze QoS across different segments Improved effectiveness of marketing activities
Product development based on customer segmentation
To design campaigns considering the responses of earlier campaigns
Risk management
To determine risk profile of customers and predict potential defaulters
To avoid acquiring specific segments of customers who are more risky
Enables better decision making
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Revenue
Time
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Sales &Marketing
CustomerAcquisition
ChurnModeling
Campaigneffectiveness
Salesforecasting
Market MixModeling
Finance
Credit RiskManagement
Revenueoptimization
Product &segment
profitability
Operations &Network
Supply chainOptimization
Capacityforecasting
CostSimulation
CustomerServices
CustomerLifetime
Value
Loyaltymanagement
QoS analytics
HumanResources
AttritionModeling
Recruitment
StrategicPlanning
Market Entrystrategy
MarketSegmentation
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Identify your profitable segments and their behaviorEstimate the life time value of your customer segments for better marketing
Identify the most sensitive customers for cross selling/up selling
Identify customers likely to respond to promotional offers
Predict the potential churn individual subscriber and segment
Identify the most risky customer segments and list at-risk customers
Identify the customers who are going to default or delay the payment
Forecast Sales, Revenue, Churn, Default and other critical attributes based onhistoric performance.
Response Modeling
Churn Prediction
Risk Models
Forecasting
Segmentation &Profiling
Return
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Customer segmentation is a process that divides customers into smaller groups called
segments. Segments are to be homogeneous within and desirably heterogeneous in
between.
Need for Segmentation
Marketers are increasingly recognizing that the success of their marketing campaigns ; equally
important is to ensure they're talking to the right people and ensuring they have the right message.
Both targeting and messaging are made easier when a marketing team has the ability to segment its
audience according to meaningful criteria and tailor their communications to the attributes of this
audience segment.
ABIBA Profiler offers some of the most advanced segmentation capabilities available on the
market today, enabling marketers to create segments according to almost any combination of
criteria available in their target database.
MARKET 1 MARKET 2
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Objective : A large telecom provider with over 5mn post paid subscribers, wanted to identify
potential defaulters and build effective collection strategies. It adopted an analytics
framework to develop customer segments and collection scorecard.
Methodology: Subscriber Segments were developed based on collectability and amount at
stake along with collection score card based on certain key parameters like outstanding, time
on network, historical payment behavior. Based upon the findings the telecom provider
segmented post paid subscriber base to create customer segments coupled with collection
scorecard to direct its collection strategies on specific customer groups likely to default
Results: Collections (amount collected) improved by 15% and lower default rate by 12 %
( for key segments)
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Objective: To compete with other providers of mobile telecommunications in the post paid
segment, Vodafone realized it is important to know enough about your customers and to
know the wants and needs of your customers for post paid business customers. The total
number of postpaid business users (Corporate Scheme) at Vodafone is more than 800,000.
Methodology :The customers were segmented based on behavioral and geographicalvariables like average call duration, average no calls received per day, average no calls
originated per day, daytime calls, % of weekday calls, % of calls to mobile phones, average no
sms received per day, average no sms originated per day, % international calls, % of outgoing
calls within the same operator, zip codes and so on
Result: Vodafone segmented its business customers into 6 different segments. It was able toidentify 2 most lucrative segments of the 6 and came out with special market offerings for
them. This move increased the response to the marketing campaigns launched.
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Objective : Volvo Cars wanted to increase its online campaign ROI.
Methodology: Volvo Cars devised a system to segment it's customers into 3 segments hot
leads, normal leads and poor leads based upon the behavioral data like pages they visited in
it's website, the time spent, the type of ads they respond to and so on. If a customer is
categorized into hot leads then he is funneled into the next stage wherein he is invited fortest drive or given a free brochure. After information is collected from the customer then
loop is finally closed with a sales pitch.
Result: This segmentation methodology helped Volvo to identify the right customers and
save costs on the brochure and increase the responsive to the market offering.
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Segmentation is normally performed along with the following demographic, geographic, psychographic,
and behavioral variables
Behavioral segmentation variables include product usage rate and end, brand royalty, benefit sought,
decision making units, ready-to-buy stage, and so on. This set of variables is considered to be pivotal in
any datamining application
Demographic segmentation variables describe characteristics of customers and include age, gender,
education, occupation, income, religion, marital status and so on. Note that demographic segmentation
normally refers to segmentation with these demographic variables.
Geographic variables include various classification of geographic areas, for example, zip code, state,
country, region, climate, population, and other geographical census data. Note that this information can
come from national census data
Psychographic segmentation variables describe life style, personality, values, attitudes, and so on. Notethat psychographic segmentation normally refers to segmentation with these psychographic variables.
Past business history, Customers' past business track records can be extremely useful for segmentation.
This may include total amounts purchased, purchasing frequency, (credit) default records, (insurance)
claims, responsiveness for marketing campaigns, and so on
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Data
understanding
Data
PreprocessingSegmentation Visualization Scoring
Data sample is collected from the source systems:
The sample collected is based on the data model for the particular requirement. The basic data model
is reconfigured after discussions with the domain experts of the client.
Data preprocessing for analysis:Once the samples are collected from the analytical datamart, it is preprocessed to be used in
modeling. Typical pre-processing activities done in the modeling engine are binning, example
selection, feature selectionand standardization
Segmentation:
The preprocessed data is then used for segmentation. The variables are chosen and the number of
segments are specified.
Visualization:
The segments formed can be viewed in the form of classification trees and also in the form of
dendograph.
Scoring : The model is then scored with the customer records
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Integrated solution having data handling, segmenting, profiling and analysis tools
seamlessly integrated Provides choice of display Decision Trees, Dendograph
Pre-built models for key business functions
Works on multiple OS Windows and Linux
Multiple modes of data capture
Scalable architecture Client Server and web-based deployment models
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Single Vendor One Stop shopAll software tools required for solution are provided by us.PLUS implementation and support if required.
Business user driven implementation Minimal dependency on analysts, a scarce resource in
many markets
Ease of use Customisable GUI, workflow guiding model building
High level of configurability and customisation suits rapidly changing market dynamics
Pricing flexibility In-house, proprietary solutions gives greater flexibility
Off-shore driven deployment If data can be provided offshore
Lower overall TCO upto 40% lower than other industry standard tools
Enhanced Security Features -Role-based views for all employees
Quick Deployment - organizations can simply adopt or tailor the predefined reports and
metrics in a packaged analytic application
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Abiba Systems | www abibasystems com