Analytics in hospitality can be used for 1. Customer Segmentation 2.Cross-Sell and Up-Sell 3.Customer Retention and Loyalty 5.Forecasting and Optimization 6.Campaign Management 7.Customer Life time value

2. The Power of Analytics
Clarity on constantly
evolving Business Dynamics
Data Disabled Decisions
Data backed decisions
are more contemplative
and thus wiser
Data Enabled Decisions
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3. Agenda
• About the Company
• Capabilities
– Service Offerings in Pre-Paid
– Service Offerings in Post Paid and Data business
• Sample Case Study: Prepaid Churn Prediction
– Problem Description
– Methodology
– Validation
– Implementation
• Case Studies
• Clientele
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4. About the Company
Gmid Associates combines industry knowledge, advanced analytics, and technology to
deliver solutions that enable our clients to take better business decisions. Using
techniques in statistics, econometrics, and operations research we help embed Data
Driven capabilities into the decision making processes of our customers.
Some of the benefits of associating with us are -
 In-depth domain expertise in Telecom and BFSI
 Superior product and service quality
 Highly qualified and experienced team
 Significantly less turnaround time
 Price advantage over established players
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5. Overview – Gmid
Experienced Team - Delivery Across the
Professionals with 7 years of
International Experience Globe – Analytics Partner
Industry Knowhow – Best Talent of the nation –
Graduates from IITs and IIMs
Complete Lifecycle of Industry
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6. Not just support, WE are a part of YOU
• Prompt Client
Communication
• Round The clock Delivery
• Strict Quality Control
Mechanisms
• Process-Oriented Work
Environment
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7. Capabilities
Customer
Segmentation
Cross-Sell
And Up-Sell
Customer
Retention
and Loyalty
Forecasting
Lifetime Value
and
of customer
Optimization
Churn
/Retention
Analysis
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8. Service Offerings In Hospitality
Customer Segmentation
Cross-Sell And Up-Sell
Customer Retention and Loyalty
Forecasting and Optimization
Campaign Management
Customer Life time value
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9. Customer Segmentation
Problem Description
• For any effective campaign, proper customer segmentation is a
must. The major challenge is to recognize the preferences of its
customers and then to effectively offer the products and
services that enhance customer satisfaction and sales.
How will the Model Help?
• Identification of the major key drivers that affects the decision of
the customers.
• Identification of the profile of major segments of the customers.
• Automation of the segmentation based on statistical techniques
than rule based system
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10. Cross-sell/Up-sell Model
Problem Description
• Cross-Sell Analytics helps to increase the value of
customer relationship, increase product penetration and
hence increase revenue per customer and profitability.
How will the Model Help?
• Identification of preferences of the customers and
targeting the customer with right services.
• To identify the key factors that affect cross-sell/up-sell
behavior
• To help in bundling of services offerings to the customer
based on his/her profile.
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11. Customer Retention and Loyalty
Problem Description
• Customer acquisition and retention is a major Challenge in any
industry. Loyal and happy customers not only increase the per
person revenue but help in building the brand and new customer
acquisition through references.
How will the Model Help?
• To identify the group of services the customer is more likely to buy
together
• To create the basket of services that can be offered together like air-
ticket bookings, pick updrops , tour packeges etc..
• To identify linkage between the customer segment and the services
bundles which they are more likely to buy
• To suggest combination of best customer segment and the services
offerings
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12. Demand and Forecasting Model
Problem Description
• The main challenge in the hospitality sector is to
manage the demand and supply effectively.
How this will Help?
• To predict the demand proactively will help to
optimize the resources for better customer services
• Proactive information about the demand will help in
optimizing the pricing to maximize the profit
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13. Campaign Management
Problem Description
• Based on the customer segmentation, churn score; campaigns are
required to be designed for retention, revenue enhancement
(increasing customer wallet share) and cross-sell and up-sell.
How this will Help?
• Designing different campaigns based on the different scores and
segments. For example, a retention campaign can be designed for
customers having high income and high churn scores
• Historical analysis of the customer responsiveness to particular
channel so that only the particular information is provided to the
customer that he wants
• Historical analysis of customer behavior and his response timing so
that right message could be delivered to him at right time
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14. Life Time Value Model
Problem Description
• All customers are not equally profitable nor do they have
potential to become profitable . The challenge is to identify
different levels of profitability so that differentiated target
strategies could be adopted for customers at different
profitability matrix.
How will the Model Help?
• To predict the Life time value of the customer
• LTV model can be used in designing and budgeting of the
customer acquisition program
• Along with churn scores, the LTV outputs can be used to identify
high value customers and make targeted strategies for them
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15. Pankaj Kumar Jha
Partner, Gmid Associates
Mobile Number
+91-96509-37333
Email
Pankaj.jha@thegmid.com
Web
www.thegmid.com
Thank You
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