Ms. Sridevi’s next part of the lecture threw light on what Infosys has in its bag to offer in the field of analytics. She talked about customer insights (web-based segmentation), customer profitability (providing differentiated services to the customers), attrition analysis (customers that leave you), transnational behaviour analysis, loyalty analysis, campaign analysis, marketing promotion as well as social and web analysis. She also explained as to why attrition is a crucial factor, the reason being that making a new customer is costlier than regaining or retaining an old one.
On the importance of campaign analysis, she explained about the expenditure on campaigns for different loyalty levels of customers.
Ms. Sridevi discussed the uplift modelling, also known as incremental modelling, which is a predictive modelling technique that directly models the incremental impact of a treatment (such as a direct marketing action) on an individual's behaviour.
She covered topics like operational analytics, risk and compliance analytics, customer life cycle, web analytics, predicting web path (market basket analysis algorithm). She also introduced us to the newer methods used nowadays- uplift modelling, machine learning, Markov’s chain (which tells us that our current position decides our next position), continuous learning, factorial design and survival analysis.
Lastly, she talked about the latest telematics techniques namely social media, real time analysis, image analytics (for frauds), drone data analytics, electronic gadgets data.
Ms. Sridevi kept the lecture an enthusiastic two-way interaction and introduced us to a whole new world of analytics with several dimensions which couldn’t have been possible otherwise.
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