Presented by Mr Amit Kumar Sinha, Data Analytics Manager, Information Management, NTUC, at NUS-ISS Learning Day 2019

1. Understanding Business Context
to
Drive Analytics
#ISSLearningDay
Amit Kumar Sinha
NTUC Manager, Data Analytics
EBAC MTech 2014-2016
2nd Aug 2019

2. Agenda
• Introduction
• Operating Model
• Business Context
• Analytics Approach
• Mind Map
• Conclusion
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3. Introduction
Identify the Customer pain points
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4. What’s the business problem ?
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5. #ISSLearningDay
Awarness Pre-Purchase Purchase
Need analysis, Channel Preference,
Campaign Design, Customer
Segmentation, Interest Analysis etc
Product Recommendation, Dynamic
Pricing, Upsell/Cross sell Strategy,
Interaction Sequence, Retargeting etc.
Product Design, Payment Process,
Post purchase service, Customer
Experience, Loyalty points, NPS etc.
Understand the business process

6. Ethics --------Regulatory
Requirements
Customer
Centricity-------
Company
Limitation
Internal
Factors
--------
External
Factors
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Business Problem Context

7. Operating Model
Conceptualization to Productionization
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8. #ISSLearningDay
Be ready with answers 
Do you understand business
context ?
Do you bridge the gap
between business &
technology ?
Are you following agile
methodology?
Is you design customer centric?
Do you have right skill set to
perform analytics?
What’s company risk appetite?
Do you have blessing from top
management ?
-----------------------------
-----------------------------
Understand
Business Problem
Engineer
Model
User Feedback
Validate
Deploy
Iterative Process for Analytics
Operating Model

9. Business Context
Most important part of analytics journey
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10. #ISSLearningDay
Business Understanding Data Understanding
• How am I doing ?
• What are my Business
Drivers ?
• How do we measure
success ?
• Short term & long term
Solution
• Data Quality
• Data Governance
• Data Engineering
• Data Modeling
Wants Possibilities
Business Understanding Data Understanding
Business Context

11. Analytics Approach
Focus on Actionable Insights
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12. #ISSLearningDay
Business Understanding Data Understanding
Business Questions
• Business Process
understanding.
• Customer Centric
Design.
• Pareto analysis to
rank pain points.
Data Exploration Actionable Insights
• Joining dots from various
source systems.
• Start answering business
preliminary questions.
• Identify data quality issues.
• Feasibility study of the solution.
• Current baseline & Uplift
with model.
• Iterative process to
improve model.
• Cost function to evaluate
the model.
Analytics Approach

13. Mind map
Your thought process
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14. #ISSLearningDay
Customer Acquisition
or retention problem
Voice of your
customer
Customer
Engagement Score
Customer life time value
Is it worth acquiring the prospect?
Model Development
Aforementioned problem, Can you
simulated with sample or limited data
points.
Stakeholders
management
Is the model intuitive to understand or
are you throwing technical jargons.?
Productionization of
model
Are you listening to your customer sentiment?
Complete your mind map 

15. Conclusion
It’s about story telling
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16. #ISSLearningDay
01
02
03
04
Understand customer needs
Harnessing insights based on data
Validate your results with stakeholders.
Educate & adopt the learning
Conclusion
Customer life stage, Products & Services need analysis, Financial health
of Customer, Products Holding, Household Analysis etc
Capture data at every interaction touch points, Single View of
Customer, Deep data discovery, Segmentation, Anomaly detection,
Pattern Analysis.
Actionable insights to derive business value. Measurable uplift,
Simplify Analytics outcome & explain in business terms.
Educate team & capture lessons learnt to improve model accuracy for
next phase. Institutionalize analytics learning.

17. Thank You!
amitkumar.sinha@income.com.sg
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