Students to work on 3 case studies described below and upload the answers to

the portal.
Case Study 1 : Analytics for Credit Card business of a Bank

C-Trust Bank is a large bank operating in the Asia pacific region. It is one of the largest banks in the
region in terms of deposits, loans and assets but is still a minor player in credit card industry. There has
been a decline in the average amount charged annually by bank card holders and the bank is now keen
to evolve a strategy to help improve its market share, both in terms of number of cards issued and total
volume of billing charged to the cards. C-First is proposing to achieve this by encouraging frequency of
use of the credit cards, acquiring new customers and retaining quality and preferred card holders. It is
also proposing to develop new credit card products to different segments of the target market.

The economic condition of the region has been improving over the years and credit cards as a form of
payment system has also benefited from this.

Now to evolve the marketing strategy for it credit card product, C-First bank first assesses the size of its
target market.

Credit cards are usually owned by person aged 20-65 belonging to medium to high income class
category and this is the class considered capable of using credit cards. In couple of years it is estimated
that 55% of the population of this region in this age group will belong to the target segment for owning
a credit card.

Players in the credit card market are usually numerous and similar in operation. The players typically
extend their distribution channels to reach more and more customers. They have telemarketing, direct
sales and outside agents to promote their cards and acquire new card holders. Sometimes, in order to
enhances sales, the merchant’s partner with card companies to create special events and promotions
for 0% interest offer and/or special deals for installment buying of electronic equipment or home
appliances.

To acquire new customers and increase market share, typically credit card companies target specific
markets and tailor their card features to fit the needs for this specific market. Thus some card
companies target to women card holders with specific perks and discounts where women shop for
medical benefits for women. Some players target young professionals where cards have annual fees that
can be paid in monthly installments as opposed to the standard practice of the industry of a onetime
yearly payment. Sometimes, the players offer discounts and free gifts etc.

There are several kinds of reward programs which are offered by credit card companies to retain and
maintain loyalty from the card holders. A minimum amount of purchase by the card holders entitles
them to equivalent number of points. The cardholders can accumulate those points and then can
exchange those points for a variety of products and services that card companies offer.
What people look for in credit cards are various convenience features to facilitate purchase of items.
However, the features needed in credit cards are different in different economic segments. For class A
and B, the customer looks for features such as:

1. International acceptance
2. Accessible payment centers
3. Higher credit limits
4. Wide acceptance

However for class C category, customers look for:

1. Low interest rates

Credit cards are predominantly used in departmental stores, restaurants, supermarkets, drug stores,
electronic stores, etc. The main acquisition channel is usually through applying to the banks and
through their sales agents.

Analyze the case carefully and answer the following questions:

1. What challenges are faced by C-First bank? Analyze whether it is worthwhile for the bank to
focus on credit card business.
2. What are the top metrics you will analyze, which will help the bank in increasing the market
share?
3. What kind of data models may suit the bank, which will help achieving its objective of growing
credit card business?
4. Analyze whether any big-data analysis will help the bank with an objectives of increasing market
share. Explain.
Case Study 2: Reducing customer churn for a telecom company

Allytel plc is a leading telecommunication company operating in multiple countries in the Middle East.
Headquartered in Dubai, the company ranks 2nd among mobile service providers, in terms of subscribers
in the countries it is operating. The product offering include 2G,3G and 4G wireless services, mobile
commerce, fixed line services, high speed home broadband, DTH, enterprise services including national
and international long distance services to carriers. It had more than 100 million customers across its
operations.

Allytel has been facing stiff competitions especially from new entrants in the markets, which are 4G only
operators. Recently customer churn has increased significantly, threatening to Allytel’s lead position in
the market. The cost of acquiring new customer is higher than retaining the existing ones. Customer
experience is co-related with customer loyalty and revenue. In order to improve customer experience,
Allytel analyzes a number of factors such as demographic data (gender, age, marital status, and
language preferences), customer preferences, house hold structure and usage details (internet usage,
value-added services, etc.) to model customer preferences and offer a relevant personalized service to
them. This is known as targeted marketing, which improves the adoption of mobile services, reduces
churn and thus increasing revenue of MSPs. The services are marketed to customers through a call or
text message. The responses are recorded for further analysis.

Customer call records and complaints analysis has been showing that primary factor of issues where
around network speed and accessibility. The complaints have not been uniform through various
locations and time of the day. Customer service and network maintenance teams were giving different
pictures of causes of the problems and there was no unison among reason and the degree of its linkage
to customer churn.

As such Network Analytics is identified as the next big initiative within management of Allytel. Here it
plans to monitor the network speed and manage the entire network in effective way. The objective is to
resolve the network problems within few minutes and help improve the quality of the service and
customer experience. With the diffusion of the smart phones, based on the analysis of real-time location
and behavioral data, location based services/context based services can be offered to customers when
requested. This would increase the adoption of mobile services.

Analyze the case carefully and answer the following questions

1. What analysis you would suggest to pinpoint the cause of the customer churn. How would
you suggest Allytel reduce the churn.
2. Which analytics methods and metrics you would suggest Allytel take up.
3. The prime competition is from 4G only operators. Should Allytel discontinue 2G/3G
services? What factors you would analyze in arriving at this decision.
4. Do you think Allytel should jump into Big data band wagon? If so, justify.
Case Study 3: Infosys helps world tennis to keep its fans hooked

Infosys analyzed decades of tennis data to change how fans experience the sport.

Research over the internet to get the details of above case study and answer the following questions:

1. Which is the digital property Infosys developed? Who are the owners of this property? Who are
the end users?
2. Give a glimpse of data Infosys analyzed while arriving at the digital solution.
3. Explain how tennis federations business had positive impact due to this solution.
4. You can observe that various key learning you had in the business analytics course being applied
in this real life case study. Can you explain in your own words, your observations in this case
study, based on the learnings you had in the course.