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Big Data Making Businesses Bigger in 2015

By Ashish Pachory, CIO, Tata Teleservices Ltd.
Tuesday, March 24, 2015
By Ashish Pachory, CIO, Tata Teleservices Ltd.
Tata Teleservices Limited (TTSL) is one of India's leading private telecom service providers, having a pan-India presence across all of India's 19 telecom Circles. The company offers integrated telecom solutions to its customers under the unified brand name Tata Docomo and operates its wireless networks on GSM, CDMA and 3G technology platforms.

With the advent of big data analysis in today's competitive enterprise world, businesses are increasingly embracing the concept of 'you can't manage if you don't measure'. A recent academic research found that companies that have incorporated data and analytics into their operations show productivity rates 5 to 6 per cent higher than those of their peers. The reason is simple: the more information a brand has on its consumer, the better it is able to predict their buying behavior; leading to an increased chance of sale through bespoke product and service offers.

Big Data as Business Transformer

Typically, there are three steps to data mining and interpretation - recognizing what is happening, analyzing how and why it is happening, and leveraging the information. This is the core of using big data; the ability to suggest products based on who you are, what you look at and what you've bought. Several big Indian brands are working to harness consumer data from every available source to make their enterprises customer-centric.

By combining big data and high-powered analytics, it is possible to determine root causes of failures, issues and defects in near-real time, potentially saving billions of dollars annually. It could translate into optimizing routes for many thousands of package delivery vehicles - while they are on the road; analysing millions of SKUs to determine prices that maximize profit and clear inventory; generating retail coupons at the point of sale based on the customer's current and past purchases; sending tailored offer recommendations to mobile devices based on the customer's locations; recalculating entire risk portfolios in minutes; immediately identifying customers who matter the most and also using clickstream analysis and data mining to detect fraudulent behaviour.

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