BUSINESS ANALYTIC SOLUTIONS Customer Analysis and Retention for Telecommunications Business Analytic Solution Sendhil.P Team SAP July, 2010

BUSINESS ANALYTIC SOLUTIONS

Customer Analysis and Retention for TelecommunicationsBusiness Analytic Solution

Sendhil .PTeam SAPJuly, 2010

© SAP AG 2009. All rights reserved. / Page 2

1. Key Industry Issues

2. SAP Business Analytic Solution overview

Agenda


Maximizing Revenue from Customers What does this mean?

Top Executive Issues

How do I identify hidden revenue opportunities within my customer base? (Pain Point: Cannot effectively analyze churn and KPIs across all channels)

How can I retain my high-value customers with the right retention offers? (Pain Point: Lack simple “what-if” analyses to model retention offers)

How can I increase cross-sell and up-sell effectiveness through cross-channel coordination? (Pain Point: No ability to drill into specific channel for deeper analysis)

How can I build long-term customer relationships with intelligent customer interactions? (Pain Point: Difficult to create dimensional views of customer relationships)

How can I maximize the value of marketing efforts? (Pain Point: Lack ability to compare campaign performance across channels, regions and lines of business)

Customer Analysis and Retention What does this mean?

C-Level Executive Comprehensive view of key financial and operational KPIs for

360º view Quick visibility into emerging trends to isolate on geographic

and/or product issues

VP of Marketing Identify best customers to acquire, up-sell/cross-sell to increase

ARPU Identify drivers of churn and emerging trends to take pro-active

measures

VP of Sales Identify best customer targets to acquire and price bundles that

are most attractive Best products and price bundles to offer for up-sell, cross-sell

VP of Customer Services KPI visibility across key customer segments gives insight into

which customers require focus Visibility into most effective campaigns/offers by type, channel,

and product

Customer Analysis and Retention Solution Overview

Customer Pain Points Addressed Lack of insight and ability to identify customers at risk Inability to accurately target customers for acquisition,

cross sell and up-sell Identify best targets for acquisition, X-sell/up-sell

Lack of early visibility into performance of marketing campaigns

Inability to track industry leading KPIs

Key Function & Features Intuitive, function-based dashboards Pre-built data models Pre-defined reports Track 34 industry KPIs for fast deployment

Value Proposition Increase efficiency of retention activities Increase ARPU of existing customers Increase efficiency and yield of marketing campaigns Accelerate time to value through pre-defined and relevant

industry analytics content

Campaign Analysis

Churn Analysis

Customer Analysis

CARTSolution


Discover areas and potential causes of declining or lost revenue

Strategic Assessment

Comprehensive view of key financial and operational KPIs for multi-service providers

Quick visibility into emerging trends and allows users to isolate on geographic and/or product areas causing issues

Supports the addition of external competitive information to provide relevant performance benchmarks

Executive Dashboard



Diagnose churn drivers to gain insight into potential root causes

Churn Analysis

Quickly uncover the likely drivers of churn along with any emerging trends

Identify the impact of churn across the customer base by analyzing tenure patterns

Dimensional flexibility to drill into regions, channels, or products. Visibility into ARPU Bins, Plans, and demographics is also available to provide a comprehensive overview.

Churn Analysis



Isolate on key segments to focus marketing activities

Customer Analysis

KPI visibility across key Customer Segments gives further insight into which customers require focus

Ability to perform quick what-if analysis to determine improvement levels in Churn and ARPU to hit targets

Dimensional flexibility to understand behavioral patterns and outcomes across value based and demographic segments

Customer Analysis



Analyze campaign performance to ensure maximum effectiveness

Campaign Analysis

Visibility into most effective Campaigns/Offers by Type, Channel, and Product

Simple What-If to determine impact of enhancing Accept Rate on campaign metrics

Dimensional flexibility to understand campaign performance across segments and consumption patterns

Campaign Analysis



Reports and Ad Hoc Analysis

Drill to additional details to further diagnose product or regional details.

Users easily build custom report views on the fly with point and click to produce reports that can be delivered via PDF, presentations, e-mail, etc.

Leverage robust Universe to extend analysis capabilities

Analytic Applications from SAP BusinessObjectsStandardized Architecture Designed for Scale and Extensibility

Virtual Source Table Structures

Mapping Rules Virtual Target Schemas Schema Definitions Interface Files for SAP Administration Manual User Manual

Relational Schema Stored Procedures Working Sample Database Business Objects Universes Web Intelligence Reports Xcelsius Dashboards

Technical ContentTechnical Content

SAP BusinessObjects Portfolio

Web Intelligence

Web Intelligence

Xcelsius, Explorer…Xcelsius,

Explorer…

Multiple Disparate Data Sources

Industry LOB Data Model BusinessObjects

Universes etc.

Dashboards, Reports, Guided Analysis

DataFederator

Services*Services* Assessment Data Source & KPI Mapping Delivery & Implementation Project Management Training

* - For Fee

Governance Risk &

Compliance

Governance Risk &

Compliance

BPC, PCM & Strategy Mgmt…

BPC, PCM & Strategy Mgmt…

3rdParty

In-House

Analytic Application Architecture

Thank you !

© SAP AG 2009. All rights reserved. / Page 17© SAP 2009 / SAP Confidential Page 17

Business Analytic SolutionsDeployment Implementation Assets

Visualization and Semantics 34 KPI’s against 4 primary hierarchies (Product,

Region, Customer Segment, and Channel) 4 Dashboard Views 3 WebI Reports Universe with roughly 100 unique attributes

available for further ad hoc analysis

Data/Connectivity 25 QaaWS queries 18 Interface Tables 13 tables in a relational star schema 31 Virtual tables inside 1 Data Federator Archive 1 Demonstration Database Archive

Supporting Technical Delivery 41 DDL Scripts supporting the definition of the

RDBMS 4 SWF files connected to a backend 1 BIAR file containing SAP BusinessObjects middle

layer content

Technical Documentation Installation Manual User Guide Administration Manual

Service offering from Global Field Services for BAS deployment

Documents

BUSINESS ANALYTIC SOLUTIONS Customer Analysis and Retention for Telecommunications Business Analytic Solution Sendhil.P Team SAP July, 2010