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IBM Business Analytics

IBM Business Analytics. Rajesh Shewani Technical Sales Leader – India/SA rshewani@in.ibm.com. Smarter Telecom addresses three key issues. IBM Telecom Frameworks: Bridging the gap between business & IT Data Management for Telecom Networks: Fault and Performance Management

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IBM Business Analytics

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  1. IBM Business Analytics Rajesh Shewani Technical Sales Leader – India/SA rshewani@in.ibm.com

  2. Smarter Telecom addresses three key issues • IBM Telecom Frameworks: Bridging the gap between business & IT • Data Management for Telecom • Networks: Fault and Performance Management • Effective Software Delivery for Telecom • Access the information you need - anytime, anywhere • Optimizing Business Processes using Filenet BPM • Customer Churn & Insight for Telecommunications • Dynamic Business Process Management ENABLING NEW BUSINESS MODELS DIFFERENTIATE THE CUSTOMER EXPERIENCE IMPROVE OPERATIONAL EFFICIENCIES

  3. 83% Business Analytics 76% Virtualization 71% Risk Management & Compliance 68% Mobility Solutions 68% Customer & Partner Collaboration 66% Self-service Portals Application Harmonization 64% 64% Business Process Management 61% SOA / Web Services 60% Unified Communications Source: IBM Global CIO Study 2009, n = 2345, 3

  4. Customer Profitability Dynamic Demand Planning Financial Risk Insight Information Agenda New Investments Increasingly Focus on OptimizationOrganizations Striving for Competitive Advantage Business Optimization Growth is 2 Times Faster than Business Automation Competitive Advantage Call Center Operations Supply Chain Management ERP & Financials Application Agenda Faster Processing, Reduced Costs

  5. Business Analytics • Instrumented • Interconnected • Intelligent • Instrumented • Interconnected • Intelligent Financial Management Information LedTransformation Revenue Expenses PERFORMANCE OptimizesBusinessPerformance DECISION MAKING How are we doing? TRUSTED INFORMATION Why? DATA What should we be doing? Assets

  6. FINANCE MARKETING HR SALES OPERATIONS CUSTOMERSERVICE PRODUCTDEVELOPMENT IT Optimizing Business Performance Decide & Act 6

  7. FINANCE MARKETING HR SALES OPERATIONS CUSTOMERSERVICE PRODUCTDEVELOPMENT IT Optimizing Business Performance How are we doing? Why? What should we be doing? 7

  8. Informed, Aligned Decisions and Actions FINANCE MARKETING HR Decide & Act SALES OPERATIONS What should we be doing? CUSTOMERSERVICE PRODUCTDEVELOPMENT Why? How are we doing? IT 8

  9. For Example……. Immediate Insights to Business Performance Scorecards & Dashboards Why? How are we doing? ? Decide & Act 9

  10. Example: Cognos Mobile Delivers Cognos 8 BI content to mobile users Can view and interact with the exact same reports that have been authored for the Web, PDF… Leverages the Cognos 8 platform, including security Rich native client purpose-built for BlackBerry, Windows Mobile, Symbian 10

  11. Immediate Insights to Business Performance For Example……. Scorecards & Dashboards Reports Why? How are we doing? ? Decide & Act Immediate Insights 11

  12. Immediate Insights to Business Performance For Example……. Scorecards & Dashboards Real Time Monitoring Reports Why? How are we doing? ? Decide & Act Immediate Insights 12

  13. For Example……. Ad Hoc Query Scorecards & Dashboards Why? Decide & Act Decide & Act Decide & Act Deeper Analysis of Trends & Patterns 13

  14. For Example……. Trend & Statistical Analysis Ad Hoc Query Why? Decide & Act Decide & Act Decide & Act Deeper Analysis of Trends & Patterns 14

  15. For Example……. Trend & Statistical Analysis Ad Hoc Query Content/Text Analytics Why? Decide & Act Decide & Act Decide & Act Deeper Analysis of Trends & Patterns 15

  16. For Example……. How are we doing? Predictive Modeling What should we be doing? Decide & Act Foresight to Plan & Allocate Resources 16

  17. For Example……. How are we doing? Predictive Modeling Decision Management What should we be doing? Decide & Act Foresight to Plan & Allocate Resources 17

  18. For Example……. How are we doing? Predictive Modeling Decision Management Planning & Budgeting What should we be doing? Decide & Act Foresight to Plan & Allocate Resources 18

  19. Three Questions for Business Insight • What happened? • How many, how often? • Where exactly is the problem? • Why is this happening? • What actions are needed? • What will happen next? • What if these trends continue? • What are the risks or opportunities? Key Business Questions How arewe doing? Why? What should we be doing? Rear View Current View Forward-Looking View Examples of Business Insight • Balance sheet, profit and loss, and cash flow statements • Revenue and cost variance analysis • Customer, product and market profitability • Spend optimization • Working capital analysis • Market, customer and channel pricing • Sales and supply chain effectiveness • Cash forecasting • Scenario-based planning and forecasting • Strategic investment decision support • Volatility and risk-based predictive and behavioral modeling Source: 2010 IBM Global CFO study 19

  20. Telecom solution areas

  21. IBM Customer Solutions Services Licensed Billing \ Usage DW Demographics SPSSData Collection(Text Analytics - Extranet Customer Intimacy Customer Data

  22. IBM Cognos Consumer Insight Corporate Reputation Customer Care Competitive Analysis Campaign Effectiveness Product Insight COMPREHENSIVE ANALYSIS SENTIMENT • Keyword Search • Dimensional Navigation • Drill Through to Content • Dimensional Analysis • Filtering • Voice AFFINITY ANALYTICS EVOLVING TOPICS • Relevant Topics • Associated Themes • Ranking and Volume • Relationship Tables • Relationship Matrix • Relationship Graph Business Drivers Product Capabilities Source Areas FACEBOOK BLOGS DISCUSSION FORUMS TWITTER NEWSGROUPS MULTILINGUAL

  23. IBM Cognos Consumer Insight

  24. IBM Cognos Consumer Insight

  25. IBM Customer Solutions Services Licensed Billing \ Usage DW Demographics SPSSData Collection(Surveys + Text Analytics) Customer Intimacy Customer Data

  26. IBM Customer Solutions • Quantify Sentiment • Predict Satisfaction (where there is no feedback) • Score Churn Likelihood • Advanced Segmentation • Forecast When Customers Will Churn • Score “Next Best Offer” For Retention & Upsell Insight Services Licensed Billing \ Usage DW Demographics SPSS Customer Intimacy Data Collection(Surveys + Text Mining)) Customer Intimacy Cognos Consumer Insight Customer Data SPSS

  27. SPSS Predictive Models CDR’s

  28. Predictive Analytics determines propensity to churn for every single customer Low risk High risk

  29. Telco Analytics Solution Approach Cognos • Plan & Forecast • Driver Based Revenue Forecasting • Marketing Expense Planning • Traditional BI • CXX Dashboards • Churn Performance \ Analysis • Historical Call Center \ Sales Performance • Real-time BI • Call Center Monitoring • SLA Monitoring • Prepaid Usage\Revenue Irregularity Monitor Understand & Manage SPSS • Quantify Sentiment • Predict Satisfaction (where there is no feedback) • Score Churn Likelihood • Advanced Segmentation • Forecast When Customers Will Churn • Score “Next Best Offer” For Retention & Upsell Insight Services Licensed Billing \ Usage DW Demographics Accountability SPSS SPSSData Collection(Surveys + Text Mining) Cognos Consumer Insight Customer Data SPSS

  30. Telco Enterprise Dashboard Churn Softrware Implementation Accelerators: • Cognos Analytic Warehouse – Human Resources • Cognos Analytic Warehouse – Financial Performance • Infosphere Telco Data Warehouse – Operational Metrics • Planning Templates (Blue Prints) - CAPEX,Revenue + Expense Planning • Real-time Call Center \ SLA Management Templates (Blue Prints)

  31. Telco Analytics Solution Approach Cognos • Plan & Forecast • Driver Based Revenue Forecasting • Marketing Expense Planning • Traditional BI • CXX Dashboards • Churn Performance \ Analysis • Historical Call Center \ Sales Performance • Real-time BI • Call Center Monitoring • SLA Monitoring • Prepaid Usage\Revenue Irregularity Monitor Understand & Manage SPSS • Quantify Sentiment • Predict Satisfaction (where there is no feedback) • Score Churn Likelihood • Advanced Segmentation • Forecast When Customers Will Churn • Score “Next Best Offer” For Retention & Upsell Insight Services Licensed Billing \ Usage DW Demographics Accountability SPSSData Collection(Surveys + Text Mining) Customer Data

  32. Call Center Optimization Does saving 1 minute matter?

  33. ‘Before vs. After’ Customer Service Center Utilization %…integration of business KPI’s/metrics into workflows Cognos Enabled Action No Corrective Management Action • More Churn Reduction Calls More • More Selling Calls Per Day • Higher Sales Close Rates • Greater Consistency in Call Handling • More Customer Service Calls • Managers actively notified and taking corrective action • Check with agent when utilization is outside of tolerance (86 % – 92%) • Throttle outbound activity • Close Rates increase 44% • Overstaffed • Incorrect allocation of inbound availability vs. outbound activity.

  34. Deliver Service Level Agreements (SLA’s) requiring 2- 4 hour response times when critical metrics are only delivered every hour? • CRITICAL METRICS: • Diagnosis of Problem • Time engaged per task • Severity Level • Technical Support Staff • Management Involvement • Dispatch/Travel • Parts Availability • Alerts / Notifications • Resolution 2 hour Response 4 hour Response SLA Monitoring – Support Response 36

  35. Prepaid Irregularity Detection (Real-time) Noticed surge at 8AM • Collects and aggregates Service Usage Events (EDRs) and Top Ups • Correlation of Revenue to Usage • Dashboards & Alerts for Usage and Revenue outside expectation • By Customer Demographics • By Service Type • By Region • By Time

  36. Telco Analytics Solution Approach Cognos • Plan & Forecast • Driver Based Revenue Forecasting • Marketing Expense Planning • Traditional BI • CXX Dashboards • Churn Performance \ Analysis • Historical Call Center \ Sales Performance • Real-time BI • Call Center Agent Monitoring • Business \ Operations Monitoring Understand & Manage SPSS • Quantify Sentiment • Predict Satisfaction (where there is no feedback) • Score Churn Likelihood • Advanced Segmentation • Forecast When Customers Will Churn • Score “Next Best Offer” For Retention & Upsell Insight Services Licensed Billing \ Usage DW Demographics Accountability SPSSData Collection(Surveys + Text Mining) Customer Data

  37. Telco Planning Examples More accurate planning can be achieved by predicting drivers (ex. Churn  Revenue  Operations Expenses Variance = Unmanaged Performance GAPimpacting investment and spending decisions Telcos are revising & reforecast plans more often as a result. Top Down Planning Finance <--> Operations Driver Based Planning Additional “Non-Financial” Planning Applications Bottom Up Forecast

  38. # of Customers • Churn % • ARPU by Service Exchange_Rates Revenue Forecast Expense & Operating Plans Depreciation Expense Capital Input Useful Life Assumptions Telco CAPEX, OPEX and Revenue Planning Driver Based Multi-Language Multi-Currency Workflow Enabled Financial Statements (Actual vs. Target) Actuals

  39. Telco CAPEX, OPEX and Revenue Planning (Multi-language) Subscriber Counts By Region By Cost Centers By Service By Version By Month

  40. Telco CAPEX, OPEX and Revenue Planning (Multi-language) ARPU By Region By Cost Centers By Service By Month By Scenario

  41. Telco CAPEX, OPEX and Revenue Planning (Multi-language) Expense Plans By Region By Cost Centers By Version By Month

  42. Income Statement Reporting (Multi-Currency Translation)

  43. Forrester Wave Q4 2010 Chart for BI Offerings Highlights IBM is now the clear market leader in Current Offering and Strategy, having jumped ahead of SAP Business Objects. IBM is now only vendor to be recognized as the leader in Strategy/Vision in both the ForresterWave for Enterprise BI and the Gartner Magic Quadrant for BI Platforms. IBM leads the scoring in Current Offering, Architecture, Strategy, Product Direction (only vendor to receive a 5.00), Global Presence, Partner Ecosystem, and Functional Applications.

  44. Gartner – For Predictive Analytics

  45. Performance Management Platform of Choice • Telecom 4 of the world’s 5 largest Telecommunications companies

  46. Other Select IBM Business Analytics Customers

  47. Combined feedback management with text mining and predictive modeling in a Customer Experience Management strategy to attack churn and boost customer satisfaction • Churn reduced from 19% to 2% for broadband customers • Satisfaction increased in over 50% of customers • 23% of “detractors” converted to “promoters”

  48. Combined Feedback Management with Predictive Analytics to improve Marketing efficiency for Customer Aquisition and better cross-sell specific products into existing customer base. • Targeted “best prospects” list • 100% improvement in response for Business Highway acquisition campaign

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