Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/14052
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dc.contributor.authorKelkar, Ajay
dc.contributor.authorVardarajan, Girish
dc.contributor.authorV., Bharath
dc.contributor.authorAgrawal, Akash
dc.date.accessioned2015-07-10T05:23:04Z
dc.date.available2015-07-10T05:23:04Z
dc.date.issued2015
dc.identifier.citationKelkar, A., Vardarajan, G., V., B., & Agrawal, A.. (2015). Analytics Driven Cross Sell: How Analytics Boosted Cross Sell Ratios for one of India’s Largest DTH Companies. 4th IIMA International Conference on Advanced Data Analysis, Business Analytics and Intelligence. Indian Institute of Management, Ahmedabaden_US
dc.identifier.urihttp://hdl.handle.net/11718/14052
dc.description.abstractIn India, content distribution in television industry is a high volume and low ARPU (Average Revenue Per User) industry. Even though Direct to Home (DTH) service providers enjoy a higher ARPU owing to their higher penetration in the Urban markets, they still report ARPU to be less than 5-6$ per month. With such low revenue per user, profitability is the biggest challenge faced by such service providers. Every DTH provider usually has more than 20 value added offerings including but not limited to interactive channels, movies on demand, mobile applications, HD services etc. India being so diverse in its culture and the television consumption patterns and due to wide variance in the economic strata of the subscribers, it becomes very important to identify the right product for the right customers. We built next product purchase algorithms called Subscriber Preference Modeler (SPM) for one of India’s largest DTH Company. These algorithms aim to cross sell bundles as well as a number of unique services such as gaming applications. We have described how analytics & smart use of Big Data played a leading role in improving cross sell and reducing churn rates to industry best levels. We have articulated the techniques used on imperfect data and how they impacted business. In this paper, we have described how unique attributes of ethnicity and innovative analytics techniques were used to build the SPM engine which has now become the principal cross sell engine for the DTH Company.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management, Ahmedabaden_US
dc.relation.ispartofseriesIC 15;076
dc.subjectPredictive Analyticsen
dc.subjectCross Sellen
dc.subjectDTHen
dc.subjectData Fusionen
dc.titleAnalytics Driven Cross Sell: How Analytics Boosted Cross Sell Ratios for one of India’s Largest DTH Companiesen_US
dc.typeArticleen_US
Appears in Collections:4th IIMA International Conference on Advanced Data Analysis, Business Analytics and Intelligence

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