Business Analytics Assignment Group 2 Rishi Raj Behera

Business Analytics Assignment Group -2 Rishi Raj Behera Avinash Kerketta Priyanka Mohanta Swagatika Sahu Ransoth Nikhil Raj Ambati Giridhar Ravikumar Palarapu Pavan Kumar

What are the factors that drove Bharti Airtel towards adopting data warehousing and business intelligence initiative? • Too much data but no actionable information and insights • Different application system for different business area prevented seamless flow of information • Duplication in data and process created many problems such as system failure, inconsistency, and partial view of customer information • Decision making was non standardized with high level of human intervention resulting in different service level in different areas

What functionalities of BI has Bharti Airtel been using? What were the objectives of using BI? Bharti Airtel has been using BI which includes query , reporting, Online Analytical Processing, Data Warehousing, data mining, forecasting and statistical analysis. Its objectives were as follows: • Leverage data to improve overall decision making and efficiency • Retain customers by improving service levels • Earn more profit by cross selling products to its customers • Gain various insights in form of reports, scorecards and forecasts • Empower its executives in taking informed decisions about different aspect of business

Do you consider implementation of the business intelligence at Bharti Airtel is successful? Justify. Implementation of business intelligence at Bharti Airtel is considered successful. It helped in • Slashing churn rate to 2% from 3% • Providing insights about various discrepancies in reporting • Segmenting customers and market products to targeted customers • Improving productivity as managers could take proactive decisions • Taking data oriented decision and change internal control system • Identifying high value segments and acquire customers through a productsegment fit.

How is the customer value chain enabled by data warehousing and business intelligence systems? • Analyzing usage and recharge patterns, Bharti Airtel is able to understand its customer, cross-sell its products, create differentiation and increase usage by creating customized plans. • Using data warehousing and business intelligence systems, Bharti Airtel is able to roll out different set of services and prioritize its customer segment based on ARPU • Bharti Airtel was able to provide centralized customer services and common brand experience anywhere in India

What are the challenges and constraints Bharti Airtel is facing or would be facing in future with reference to BI? • Analyzing unstructured data such as video, voice, emails and online reviews available on social media and other sources to gain customer insights. • Complex analysis of data that are in terabyte and petabyte at CDR level on real-time basis • Automatic analysis and mining of feedbacks available in non-English language • Apply real-time BI in order to identify VAS customers to drive ARPU and target marketing and for prediction such as churn • Lack of fully integration of customer facing applications and manual intervention • Manipulation of call drop and customer service data to avoid actions and simultaneously be rewarded

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