hana solution - crm analytics for jlr
DESCRIPTION
HANA solution - CRM AnalyticsTRANSCRIPT
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
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Title and Content
1
TCS SAP Business Analytics and Technology Services
Capabilities, Credentials & HANA PoC Presentation to BG
CONFIDENTIAL
June 20, 2013
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
PoC Technical Architecture
SAP
H
AN
A
Social Media Stream
Data Visualization
Dashboards
Analysis
Predictive Analysis
OLAP
SAP
Bu
sin
ess
O
bje
cts
Marketing
Social Media Integration
Sales Account
Management
SAP
C
RM
Data Replication
SLT Process
Data Modeling
Data Views
- 2 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
Analytic views leveraging SAP CRM & HANA
1. 360o view of the customer
Purpose : To show all the relationship events of the customer life cycle till date
Display : Demographic data, Sale data and Chronological list of events for the given customer
2. Demographic analysis
Purpose : To profile the customer demographics and preferences
Display :
a. Sales by age, income, occupation industry
b. Pareto of preferred vehicle options, service contracts and finance options
3. Predictive analysis
Purpose : To identify the right profile with the high propensity to buy and to predict the conversion rate for the selected profile
Display :
a. Target profile – All demographic values reflecting POSITIVE correlation (Beta coefficient) with the conversion rate from lead to customer. The correlation is achieved by running the Predictive Analytics algorithm
b. Predicted conversion rate for the given population of prospects using the established target profile
- 3 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
360o view of the customer
- 4 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
Demographic Analysis
- 5 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
Customer Preferences
- 6 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
Predictive Analysis
- 7 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
Update from CRM to Dashboard via HANA
- 8 -
SAP CRM
SAP BusinessObjects Dashboard
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
Mobility Dashboards - Classification of Revenue
- 9 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
PoC Conclusion
1. Action for the campaign plan - inference from Predictive Analytics
a) Target profile (WHO WILL BUY) :
• Age group <35
• Age group 35-40
• Income group 80K-90K GBP
• Income group 70K-80K GBP
show POSITIVE correlation with the conversion rate
b) Predicted Customer base (WHO SHOULD BE APPROACHED) :
• The top 40% of the population of prospects, picked according to the established profile would provide 50% conversion rate
• Any further selection of prospect would have diminishing return - predicted non buyers growing at higher rate than the predicted buyers
- 10 -
TCS SAP Business Analytics Capability presentation to BG
CONFIDENTIAL
PoC Results and Benefits
Results
It is estimated 40% of prospect population would yield 50% return
There would be diminishing returns for costs/returns if campaigns size is increased
Benefits
Can determine target profile for Campaign based on demographic analysis
Predict prospects with High propensity to buy
- 11 -
Thank you