As the data explosion has been accepted by many, we now need to make the data tangible and

real to be able to create value for customers and businesses. Pragmatic approaches with clearly

defined targeted outcomes must be identified and applied to solve business challenges.

CREATING TARGETED

OUTCOMES

This opportunity crosses many consumer-facing businesses such as healthcare, retail,

hospitality and financial services. For instance, Accenture's data science team helped an online

insurance client reduce churn and improve profitable growth by building an algorithm to

predict the customer lifetime value of all their existing and potential clients. Each customer was

matched to the right offer. The matching helped to retain and attract new customers and drive

profitable growth for the company.

Another fitting example is Accenture's work with one of India's leading travel services

companies to drive sales growth through analytics. Accenture's strong capabilities and

extensive experience in customer analytics and sales transformation have helped the client

grow its holiday business more than 18 percent annually. This omni-channel growth is being

powered by analytics in combination with targeted, customized marketing campaigns focused

on customer propensity to travel.

The ability to understand

individual preferences and

behaviors is allowing

businesses to move from

looking at markets of millions

to looking at a million

markets of one, to get to the

real individual.

THE POWER OF THREE

ACCENTURE BUSINESS JOURNAL FOR INDIA 2018