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TRENDS IN MARKETING

ANALYTICS

DAVID
CIBI SELVAKUMAR NASSCOM
DEEPAK PRABHU
Marketing Analytics
GANAPATHYKAMAL Report

Operations in San
Marketing Research
250+ employees Francisco
and Advanced Analytics
and India
AbsolutData Proprietary and Confidential
Sections

Marketing Analytics Overview

Trends in Marketing Analytics

Key Challenges for Industry Players

Way forward

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Marketing analytics enable CMOs to
make data driven decisions
Sales & Marketing issues addressed leveraging analytics
Bottom line impact

Price & Sales and Product


Branding CRM
Promotions Distribution Development

 Who aremy  Howshould  Who aremy  Howshould  What new


Strategic customers? I price the best I distribute products to
products? customers? products? introduce?

 What are  What should  How can I  Whattrade  What


their needs? the retain & incentives features to
promotion grow them? should I include?
strategy be? run?

 Howmuch  What base  What offers  How much  Which


should I price should should I run to distribute variants
spend on I charge for to win-back through the should I
branding? my product? customers? channels? introduce?

 What  What  How do I  Whichtrade  Should I


message promotions maximize incentives introduce
Tactical
should I should I run response to work best? newer pack
communicate this year? campaigns? types?

Impact

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Marketing analytics solutions
continue to evolve
Illustrative
Evolution of Marketing analytics solutions

Descriptive Prescriptive Executive

 Summarize large “volumes”  Analyze past & large  Incorporate high


Business of data to understand past “variety” of data to “velocity” data to self-
Challenges better predict future better correct & execute better

 BrandTracking
 Market Mix Modelling
CPG  Market Performance  SentimentAnalysis
 Shopper Insights
Dashboarding

Travel  PromotionTracking  Travel Wallet & Share  Contact Optimization


B2C

&  Loyalty Programme  PromotionPerformance  CustomerExperience


Hospitality Performance Forecasting Management

 Store ProfitabilityAnalysis  Market BasketAnalysis  Location basedMarketing


Retail
 Category Management  Sales Forecasting  Product recommendation

 Sales Force Effectiveness  Customer Lifetime Value


B2B

Technology
 Customer AccountDashboards  Price Optimization / Conjoint

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Indian industry has an opportunity to grow
to over $1.2 BN at 25% CAGR by 2020
Illustrative
Marketing Analytics potential for India (in $ billions)

1.4
1.2
1.2

0.8

0.6

0.4
0.2
0.2

0
2012 2020

SOURCE: Industry Reporting; NASSCOM KPO Report; AbsolutData Analysis


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Value chain of analytics work being
delivered from India
High High-to- Medium Medium- Low Illustrative
Medium to-Low

Solutions Global Adoption Current State of Indian service providers

 Real Time Digital Feeds  Services being delivered leveragingexisting


End User App  User Developed Models products developed in mature markets
 Interactive Dashboards  Limited product development

 MarketAssessment  Leveraging / modifying algorithms and


Modelling  CRM methodologies developed in mature markets
 MarketingEffectiveness  Initial investments in R&D have happened

 Metrics Reporting  Being provided extensively as service


Reporting/
 Dash boarding  Product development still in its infancy
Visualization
 Ad-hoc analysis

 Data Integration Mature players with extensive experience


Data Management  ETLservices are present
 Digital Data Integration Providers leverage extensive experience of
delivering IT services over the years

 Data Sourcing Already well entrenched established players


Infrastructure  Data Warehousing in this space
 Tools and Technologies Although it is ubiquitous across geographies,
 Organizational Development India still enjoys a cost advantage

SOURCE: AbsolutData Analysis


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2
Trends in Marketing
Analytics
Trends Implications for Players

 Marketing Analytics engagements are likely to increase in number (more clients) and size
(organization wide implementation)
Marketing Analytics is top on the agenda of
 Players need to focus their sales efforts to CXOs, in addition to BU heads
CXOs
 Solutions are no longer only judged on technical parameters but also on business impact
potential

 Solutions need to adapt to the new realities of larger volume, velocity and variety of data
CMOs are dealing with increasing that are increasingly available in marketing
complexities in the current environment  Players need to develop solutions that are simple to understand and use, to ensure wider
adoption within organizations

 Solution scope is now enterprise wide and that are consistently applicable across business
units across regions
Marketing Analytics solutions now need to  Solutions need to be embedded in IT platforms that integrate well with existing client
integrate with organization wide functions applications
 Players need to upgrade their implementation skill sets across consulting, large scale
project implementation & IT

 Solutions need to be re-worked ab-initio to ensure optimal results


Newer digital platforms are increasingly  Players need to up-skill their IT & data handling capabilities
becoming relevant for marketing decisions  Players need to be flexible in leveraging the various technology platforms as the landscape
is still evolving

 Solutions are increasingly expected to be intelligent and actionable at the hands of non-
Marketing Analytics is increasingly being technical end-users
leveraged real time for execution support  Solutions need to be more plug ‘n’ play and embed well in existing client IT systems
 Solutions need to self correct with minimal human intervention

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3
Challenges in Marketing
Analytics
Challenges Opportunity for Players

 Disaggregate the analytics role into 3 sub-components that are widely available in India –
Players are unable to scale up their
Business / Domain specialists, Technical experts and Data scientists / engineers
analytics capabilities due to a global
 Increase the employable talent for Analytics by increasing or improving skills in areas like
shortage of deep analytics talent
consulting skills and business / domain understanding

Delivering analytics solutions globally needs  Players need to build a well coordinated global delivery model with a mix of onsite talent (for
a balance in solution consistency across solution localization) and off-shore talent (for solution consistency)
regions while retaining a degree of  Players should invest in building on-site / near shore delivery centers to house talent
localization sourced locally

 Players need to invest in employee engagement beyond rewards and focus on meeting
Industry faces a high cost in attrition as
individual’s aspiration on accelerated career development / progression
analytics is a combination of complex skills
 Players need to reduce the time & cost of on-boarding by setting up learning academies
that are hard to find and take time to build
(similar to what IT players have done)

 Players need to build productized solutions, specific to industry verticals, that are proven
Clients are demanding “plug’n’play”
and can be configured easily
solutions that can be setup faster and are
 Players can increase solution fit by co-creating solutions with clients as well as by
more cost effective
incorporating the learning / best practices from their various other experiences

 Players need to be flexible to adapt to the various BIG data technologies while the industry
Leveraging BIG data requires players to
continues to evolve
have new skills especially in technology and
 Players need to invest up-front in building new frameworks / solutions to incorporate BIG
business integration
data into the current traditional solutions

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Top predictions of changes in Analytics
for next 5 years
Predictions for Future Illustrative

Predictions Illustrative Examples

 Deep Analytics talent will increasingly  Facebook is already hiring psychology PhDs into
leverage two types of talent - “Computer their Analytics unit to better understand
science” PGs for machine learning individual’s interests and actions in order to
Talent solutions and “Psychology” PGs for appropriately tailor their solution offerings
tailoring solutions that cater to individual
needs / preferences

 “Self-healing / Machine learning  Google cloud based machine learning API helps
technologies will become an indispensible businesses adopt machine learning as a part of
Solution part of mainstream solutions deployed” their enterprises

 “Clients needs of one-stop, end-to-end  IBM has been increasingly consolidating tools
solutions will trigger greater consolidation such as Cognos and SPSS to broaden its
Eco in the industry” analytics portfolio and bundle them along with its
System IT product / services offering. They are also
focusing on big insights and big streams

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THANK YOU