This presentation was made at SAS Forum India 2014 by Mr. Manoj Shrivastava, Director - IT, MTS India. In this presentation, he talks about the various learnings derived from his experiences with BI and campaign management implementations.

1. My Learning from customer analytics and
campaign management implementations
Manoj Shrivastava
Director-IT
MTS India

2. 2
What makes me share?
• 16 Years of Telecom IT
experience
• 13 Years Experience in
Analytics
• 3 Implementations of
Analytics and Business
Intelligence over 12 years

3. Disclaimer
3
The presentation is very prescriptive (professorial)

4. 4
Lesson #1: Show them what they want
• The business user does not
understand jargons – You
have to show them the actual
useable insights during POC
• After POC the business user
should be able to interpret
the insight

5. 5
Lesson #2: BI is not an IT Project
• The ownership of BI implementation and success cannot be of IT
alone of business alone
• It has to be shared 50:50

6. 6
Lesson #3: Analytics is not reporting nor
dashboarding
• Dashboards, Reporting (canned and ad hoc), are parts of BI but
they are not the sole purpose why you implement it.
• Find a measurable business outcome e.g. profits, churn target,
turnaround time measured in currency terms to implement a BI
project

7. 7
Lesson #4: Measure and Celebrate
• The business outcome should be periodically measured and
propagated to the management
• ROI should not just remain as a budgetary exercise but also
transform to reality

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Lesson #5: Data is not always of quality
• 100% data quality is a myth.
Many professionals do not
start the BI journey till they
attain 100% data quality.
• They are still waiting for it

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Lesson #6: Close looping is mandatory
• I have done few projects where there was no automated close
looping of analytics outcome.
• The idea was that the users will do it.
• BI requires continuous improvements and will become outdated
otherwise.

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Lesson #7: BI is a journey not a project
• Big Bang approach does not work in BI. You cannot aim for
Usage Analytics, Network Analytics, Financial Analytics and
Predictive Analytics all at once.
• The sheer size of the project over whelms you.
• For business it becomes difficult to absorb all this together

11. Thank you