HANA Solution - CRM Analytics for JLR

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


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

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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

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360o view of the customer

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Demographic Analysis

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Customer Preferences

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Predictive Analysis

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Update from CRM to Dashboard via HANA

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SAP CRM

SAP BusinessObjects Dashboard


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Mobility Dashboards - Classification of Revenue

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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

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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

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Thank you

HANA Solution - CRM Analytics for JLR

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Transcript of HANA Solution - CRM Analytics for JLR