Context - Christine Removille

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Del curso dictado por ESSEC Business School

Case studies in business analytics with ACCENTURE

calificaciones

ESSEC Business School

Case studies in business analytics with ACCENTURE

calificaciones

Curso 3 de 4 en SpecializationStrategic Business Analytics

Who is this course for ? This course is RESTRICTED TO LEARNERS ENROLLED IN Strategic Business Analytics SPECIALIZATION as a preparation to the capstone project. During the first two MOOCs, we focused on specific techniques for specific applications. Instead, with this third MOOC, we provide you with different examples to open your mind to different applications from different industries and sectors. The objective is to give you an helicopter overview on what's happening in this field. You will see how the tools presented in the two previous courses of the Specialization are used in real life projects. We want to ignite your reflection process. Hence, you will best make use of the Accenture cases by watching first the MOOC and then investigate by yourself on the different concepts, industries, or challenges that are introduced during the videos. At the end of this course learners will be able to: - identify the possible applications of business analytics, - hence, reflect on the possible solutions and added-value applications that could be proposed for their capstone project. The cases will be presented by senior practitioners from Accenture with different backgrounds in term of industry, function, and country. Special attention will be paid to the "value case" of the issue raised to prepare you for the capstone project of the specialization. About Accenture Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions—underpinned by the world’s largest delivery network—Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With more than 358,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com.

De la lección

Digital Transformation in the Media, the Financial Services and the Retail Sector

During this module, different real-life examples will be discussed. Christine Removille, Digital Marketing Lead at the European Level, will present a data-centric digital transformation at a French TV company: Canal +. Edwin Van der Ouderaa, Financial Services Lead, will then explain how digital developments and data are disrupting the financial service sector.At the end of each video there will be quiz questions. Do not hesitate to consult additional books, websites and examples about this topic! The objective with this final MOOC in the Strategic Business Analytics specialization is to assess whether you now master the different concepts that are implemented within this field.

Context - Christine Removille7:41

Solution and success factors - Christine Removille15:03

Conoce a los instructores

Nicolas Glady
Associate professor, at ESSEC Business School
Marketing Department

[MUSIC]

Good morning, good afternoon everybody.

I am Christine Removille.

I am leading digital marketing for Accenture to Europe and

and I used to lead Accenture Analytic in France, [INAUDIBLE] in Belgium.

As part of this role, I was leading a major

digital transformation at a client called Canal+.

Canal+, for those of you who don't know about it.

Canal+ is a French TV player part of the group.

And Connect Plus is providing movies, video on demand, and

mainly or content and services to the TV viewers across devices.

Whether it is TV, whether it is mobile, whether it is iPad,

and other devices that end consumers are looking at.

So when we started engaging with this client, it was actually in the year 2008,

and at the time Accenture used to implement

large ERP transformation, many on the back office side.

And then we started navigating to the front office.

So talking to the business owners.

And we met with the business owners,

we realized that there are a couple of issues that CANAL+ was facing at the time.

The key issues were there is

an ecosystem of a TV environment is totally transforming.

So people like yourself are not only watching movies and

programs or shows on TV anymore, you're also watching it through various devices.

We saw also with expansion of non-paid TV and we need to know about Canal+ today and

what else is the times TV, a paid TV station.

So we see the explosion of access to programs for free.

And also at the time, consumers have been tremendously changing.

So you see a lot of change.

People change TV programs and then to be a lot less loyal to TV programs and

TV channels today than they used to be in the past when they had a lot more

limited access to TV and less choices when they are approaching TVs and content.

So we came into the environment to help address those key issues for the client.

And the approach we took is actually very simple and straightforward.

So first of all, we explain to Canal+

that analytic need to come at the core of the enterprise.

So, a need to become like the backbone of the enterprise.

Reason being, that if Canal+ wants to be able to increase their sales,

increase our shelf market, increase our customers stickiness,

they need to better understand the consumers.

Once we better understand the consumers, what they're looking at,

what they want of TV programs, then we analyze those data,

we make some inside out of it, recommendations KPI and

then we make sure that we provide the right content, the right segment,

to the right consumer, at the right time, according what he is or she is looking

at or, actually wishing to get tomorrow, but not being aware of it today.

To do this project, Accenture wrote five capabilities.

Number one is marketing.

It's critical that to do this anality transformation,

it's critical we understand marketing.

We understand the end consumer.

We understand what it takes to increase customer loyalty.

What it takes to have a new consumer to canal+, what it takes to

make sure the consumer is not leaving via tv program and so on.

So you need to understand marketing and we brought these expertise to the project.

Certain expertise is advance analytics so in house we have set stititions.

People who have mathematical degrees and

are able to build to transform the data into inside that we can act on.

The third capability is data management.

So you can imagine if you want to capture consumer and behavior,

you need to be at each of a touch point of a consumer interaction,

not only with your company, you have to in this case, but

also the consumer touch point within his own life.

So I'm the consumer.

What did I do today?

Which would impact the TV program I'm going to watch tonight?

What it is I have been Googleized on the internet,

which would impact whether I'm keen to watch rugby tonight or football tomorrow.

So what it is that I did in my daily environment, which would impact whether I

watch Canal+ on a [INAUDIBLE] TV channel, and I'm happy about it.

So the daytime management capability is important.

So in our team, we do have data expert.

People who are able to identify the data sources

because it's a multi-source environment.

People who are able to store data because of course, we need to

keep the confidentiality of those data, and that's a lot of data we need to store.

And people understand big data, so

you probably heard about big data technologies.

And for Canal+ we need to make sure we embrace all those data, we store them,

and we manage it in a technology which is all putting off so

it can all go into a big data environment.

The fourth capability is around what I call Enterprise Architect.

Enterprise architect that is somebody who understand each of the key capability well

enough to guide Canal+ into the end to end transformation.

So, when the data manager need to talk to the marketing expert, when the marketing

expert need to talk to advanced analytic guys, so how does it all work together?

It's all the more like an orchestra chief, right?

So somebody who is really coordinating the different pieces of a puzzle.

And it's extremely important to have that in house,

to help Canal+ transform their program.

The fifth capability, which is, of course,

a core of Accenture for is IT.

This program cannot happen without IT.

And of course, we have people who understand solutions in the market,

so we can test them.

Who understand new big data technologies.

Understand the cloud environment, and

all the technologies that we are using today, to make Canal+ a success.

So we have both five capability in house.

With your, the program manager.

And how did it happen?

So what where the various pieces

to make it a success because I tell you it is a success today.

We started in 2008, for a six year transformation,

and today the CEO himself called it a success.

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