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Big Data: Real-life examples of Business Value Generation
Richard Brown Global Programme Leader Big Data & Analytics
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
Over 40% of the companies that were in the
fortune 500 in 2000 were not there in 2010
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
Big Data: A confluence of Sources and Technology
New
Opportunities
New
Sourc
es
Public
Social
Geo RFID
Meters
Mobile
Web
New
Technolo
gie
s
Sensors
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
4 Ways in which the opportunity is being exploited
Improving Revenue New products and different
markets
Cost Reduction
Data as a Revenue
Stream
Improving Revenue Existing products & services
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
US Retail Chain
Hadoop: Data storage cost down from $30k/Tb $1k/Tb.
The Situation The Solution The Benefits
Massive EDW
4000 stores
650m SKUs
50 Tb per day
440 node Hadoop
cluster
POS, Inventory, Social
Data optimized
across EDW &HDFS.
Max use of Opensource
$23m saving p.a.
Higher level of
forecast accuracy
Improved collaboration
with vendors
Improved data integrity
Cost
Reduction
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
60% of Hadoop implementations are for new business applications
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
More sophisticated models: Cross-selling example
Event calendar
Sales history, events and customer buying history
This customer fits
demographic profile A they are
buying product
X then the model proposes
product Y.
Event calendar
Sales history and event calendar
Modified offer selection based
on the fact that the world cup
is running.
Sales History People who bought product A
bought product B.
Event calendar
Sales history, events and customer buying history + social media
Either customer specific or
general + what is trending.
Existing
Revenue
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
You only need to be
a few % points better
to pull away from the
competitors
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
Insight at the point of action
Online enquiry
Service B
Product A Product selected
Up-sell
x-sell
Customer
Sales history
Web
transaction
Success rate from 5% → 20%
Stock out
in store
Source D
Source C Sources
indentified Supply
Available
stock
Delivery lead
times
On-shelf Availability up 7%
Product in transit
– RFID location
Model of
optimum revenue
for replenishment
scenarios
Shipping
partner:
Route data
Current
performance
of supply
routes
Stores: live sales
performance
Competitor sales
data in locality
from 3rd party
provider
Recent social
media activity
Success rate for
product in x-sell
scenario
Customer web
profile data
Predictive model
of customer
response
Available
Products
Recent call
history:
Sentiment data
Existing
Revenue
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
Global Media & Entertainment company Existing
Revenue
Rapid correlation of social media and operational data
The Ask The Solution The Benefits
How to improve box
office takings?
Social media analysis
• Sentiment
• Mentions
Theatre counts
Key influencers
Format release
analysis
Improved release
schedules
Improved marketing
effectiveness
Rapid response to
market changes
Improved yields
($ m)
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
$ 90 Billion: Global Pharmaceutical Promotion Spend in 2012*
$19.7 Billion: Pharmaceutical Promotion Spend in 2012 in European Union (EU5).**
European Pharmaceutical
*Source: Cegedim Strategic Data, “2012 Pharmaceutical Promotional Spending: Global Trends”.
** EU top 5 = France, Germany, Italy, Spain, United Kingdom.
Physicians are key opinion leaders on drug
selection
Selection of right Opinion Leaders can allow
more effective targeting of marketing funds
More effective identification of Opinion
leaders can deliver significant ROI.
Emerging Trends in European Pharma Market.
As Pharmaceutical promotional spends shrink (EU5 -3.6% in 2012 *) and sales force is reduced, effective
identification segmentation and targeting of doctors becomes important.
1-to-1
Physician
interaction
(Detailing)
Direct to
Customer
Existing
Revenue
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
Opinion Leader Identification Process
Network Influence
Score gives measure of
Influence in the Referral
Network of doctors.
Publication Score gives
measure of Influence in
Publication activities.
Prescription Score gives
measure of Influence from
drugs’ Prescription activities.
Affiliation Perception
Score gives measure of
perception based on
affiliations to Prestigious
Hospitals & Academic
Institutes.
Social Media Score gives measure of influence in
social media, blogs etc.
Opinion Leaders
Prescription Data
Publication Data
Referral Data
Survey Data
Social Media Data
Affiliation Data
Existing
Revenue
Referral Data of doctors.
Prescriptions Data.
3rd Party Survey Data.
Hospitals, Institutes &
Academic Institutes
affiliation Data.
PubMed Data for medical
publications; clinical trials,
research papers, news
etc.
Pharma blogs, forums
and other social
networking sites.
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
“Shifting sands”
In today’s information
landscape new islands
of value are appearing
across organisation &
industry boundaries
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
Global Telecommunications Provider
Opening up new revenue streams
The Ask The Solution The Benefits
Traffic volumes
Plan the network
Data to help
negotiate with
partners
Socio-thermodynamic
modeling
Network modeling
Fault and fraud
detection
Traffic imbalance
analysis
Major cost saving
Increase customer
service / response to
issues
Identified new
business opportunities:
• New markets
• New customer
.
New
Revenue
15
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
Data Monetization Data
Monetization
“Data is the new oil.”
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
Public Sector
Fraud Detection
Crime Prevention
Service Optimization
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
How are organisations getting there?
Dig
ital C
apabili
ty
Leadership Capability
The How:
Successful transformations depend as much
on how firms manage digital transformation than solely on
implementing new technologies
The What:
Using digital technology to transform the customer
experience, operational processes and business models
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
How are organisations getting there?
Dig
ital C
apabili
ty
Leadership Capability
DIGITAL MASTERS FASHIONISTAS
CONSERVATIVES BEGINNERS
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
Revenue Generation
Dig
ital C
apabili
ty
Leadership Capability
Revenue Generation
+9%
-10% -4%
+6%
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Big Data: Real-life Examples of Business Value Generation | Richard Brown
Profitability
Dig
ital C
apabili
ty
Leadership Capability
Profitability
+26%
+9% -24%
-11%
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Copyright © 2014 Capgemini. All rights reserved.
Big Data: Real-life Examples of Business Value Generation | Richard Brown
It is not from the edge You need Vision, Strategy
and Business & IT working together
The information contained in this presentation is proprietary.
Copyright © 2014 Capgemini. All rights reserved.
Rightshore® is a trademark belonging to Capgemini.
www.capgemini.com/bim
About Capgemini
With almost 140,000 people in over 40 countries, Capgemini is
one of the world's foremost providers of consulting, technology
and outsourcing services. The Group reported 2013 global
revenues of EUR 10.1 billion.
Together with its clients, Capgemini creates and delivers
business and technology solutions that fit their needs and drive
the results they want. A deeply multicultural organization,
Capgemini has developed its own way of working, the
Collaborative Business Experience™, and draws on Rightshore®,
its worldwide delivery model.