wipro.com Media Capabilities Enhancing user experience

Transcription

1 wipro.com Media Capabilities Enhancing user experience

2 Content consumption Content consumption is evolving at an unprecedented pace. The increase in internet speed and availability of devices capable of supporting digital media are changing the rules of the game. The users are in the driver s seat and have 3 key requirements - know me, value my time, and speak my language. Current challenges Advertisers and publishers are trying to understand and adapt to this changing landscape. They need to: Understand the pulse of the user such as likes and dislikes, and the when, why, and where associated with the media consumption. Ensure that content is relevant, consistently updated, and in line with current media consumption patterns. Optimize content for social media and search engines to enhance audience reach across multiple channels, platforms, and devices. Harness real-time, analytics-based advertising campaigns in line with present standards and trends. Enhance user experience by consistently tracking and optimizing ongoing campaigns. Understand, target, and engage specific audience groups in the context of the brand itself. Optimize operational costs, increasing revenues, and staying ahead of the competition. Our solutions How can Wipro enable you to consistently engage and connect with your users? We can assist you with: Understanding and analyzing consumer behavior while delivering content in line with current trends. Enhancing the value of your content through personalization and recommendation. Leveraging advanced analytics to improve your brand s return on investment (RoI) through contextual and targeted advertising. Connecting advertisers seamlessly with engaged users using custom ad integration. 2

3 The Wipro Edge With Wipro, you can achieve this and much more. Our broad range of value-added services spans the entire range of content, marketing, social, and ad operations. Media monitoring services Using our proprietary AI platform, DCxM, along with a blend of discovery and understanding systems, predictive analysis, robotics, and knowledge virtualization, we can automate the process of media monitoring across print and digital and deliver meaningful insights to brands, publishers, and advertisers. Segments Decisions Powerful executions Single view of customer Empower retail marketers in-better decision making Insights Figure 1: Customized Dashboards Billing discrepancy management solution We reduce campaign billing issues and overall costs by leveraging ApolloTM, our proprietary advertising billing discrepancy management solution. By bringing together the billing processes of the entire ad-serving food chain, we use rule-based detection and pattern-based prediction systems to reduce false positives and improve advertisers RoI and yield management. Data Handling Detection Layer Outcomes Data Cleansing Transformation Tokenizing Big Data Analytics Machine Learning Algorithms Automation of Data flows/detection Dashboards Detailed Reports Case Management Security and Data Resilience Key benefits in Advertising spend discrepancy management Figure 2: Benefits offered by Wipro's billing discrepancy management solution 3

4 Social media services We like to listen and learn from your customers and use that insight to proactively engage with your target audience. Our Social Media Command Center maps and analyzes consumer perceptions, extracts actionable insights, and implements them to reach out to customers, resolve their issues, and respond to their needs. Figure 2 illustrates how this solution works. Wipro s Social Media Command Center Understand online customers LISTENING Know what they think? Map customer perception Normalize data tuning REPORTING Analyze data set Product & Marketing Actionable insights gained Where to reach customers Contact Center PLAN EXTRACT ENGAGE What medium to deploy Resolve customer issues Proactive Outreach team PRIORITIZE RESPOND Figure 3: Overview of Wipro's social media services Ad optimization analytics engine Using a transparent system to weave together expansive data sets, we drive user actions, uncover and respond to emerging market trends and run scenario simulations to develop optimized business plans. This, allows you to optimize inventory performance and derive the most out of your customers behavior patterns. Wipro s Ad Optimization analytics engine Bring dispersed data at one place ATTRIBUTION Transparent system to take measurable actions Determine campaign interactions to drive user actions OPTIMIZATION SALES Identify & immediately react to market trends Uncover new insights as they happen Run scenarios for business planning AD OPERATIONS CENTER ALLOCATION Optimize inventory performance Capitalize on buyer behaviors Reorganize and Re-evaluate strategies ANALYTICS TEAM Ad verification Ad trafficking Ad optimization Respond Figure 4: : Overview of Wipro's ad optimization analytics engine 4

5 Intelligence services powers media monitoring One of our clients, a leading European media monitoring and reputation intelligence service provider, had expanded its business through rapid acquisitions. This led to high operational costs and increased pressure on margins. We helped the client integrate system interfaces and standardized processes to optimize efficiency. We also moved certain tasks to low-cost transactional process hubs to enhance economic benefits. With our solutions, the client reduced operational costs by 40% while automation and process integration reduced the average time to market by 20%. Client Background Key challenges and business drivers - Strong competition in the European market from global players. Time to market and efficiencies are key to success Has grown through acquisitions therefore brining in disparate systems & processes Increased pressure on Margins High operational costs Client: Our client is Europe's leading Media monitoring and reputation intelligence service provider FTE Size: 100, Location: Kochi, Language: English and German Geography: UK, Ireland and Germany The Opportunity Key Deliverables Intelligence Services Media monitoring to identify content/news of relevance to the Customers/Brands/ Agencies Reputation intelligence and insights Solution Standardization and transformation of processes System interface integration/automation to optimize efficiency and time to market Language neutralization of certain tasks and movement to a low-cost transactional processing hub (back-office) for cost benefits. Business Impact Operational Efficiency 40% reduction in operational cost 20% reduction in average time to market through automations and process efficiencies Rework Reduction 50% reduction in report creation rework by improving the first time right percentage 5

6 Deep brand insights for a leading retailer Wipro, in partnership with a leading global search engine, delivered a better landing page experience for its users by connecting them to useful, unique, and original content minus any advertising overload. We also moderated ads and content by removing or delisting fraudulent websites, low-quality content, and malware. This helped eliminate shopping and commerce risks through increased monitoring by investigating fraudulent transactions and maintaining a regularly updated blacklist. Business Problem Social teams faced problems in sentiment analysis and insights. Many neutral sentiments are actually constitute of a positive dimension at the brand level and then a negative mention at the brand or at a feature level. The current listening NLP engine was not capturing this deep insight. Partnered with CMO team to deliver brand and social insights with customized dashboards Provided real-time view to CMO team with cross-channel interaction data Created a deep dive analytics using a custom defined algorithm that's capable of splitting statements at brand > product > feature level" and presented to customer" Our approach with DCxM Benefits Granular view of audience across Segments leading to targeted campaigns Real-time visibility into campaign performance Empower retail marketers in better decision making 6

7 We partner with a world leading search engine Enhance landing page experience Users get useful, unique and original content, devoid of advertising overload Landing page and data validation on shopping sites and identifying clear actions against policy and business rule violations - both on product listings and websites Delisting websites that appear to offer services or products but intend to defraud users/lead to further Ads FTE Size: 500, Location: Hyderabad Language: English Geography: All English speaking countries Process overview: Profile and UGC (user generated content) review and moderation, Ad review and listing review Review and removal of spam - malware, low value content, Ads aimed at defrauding the users Review Ads against applicable laws, regulations and policies Recommend and disapprove - Ads, content, domains or accounts basis the severity of policy Maintain ad relevancy Eliminate commerce risk Review and manage all questionable activities related to orders placed Take actions on orders such as pass, cancel or hold Review fraudulent transactions detected by system and cancel the orders Maintain and update fraud blacklists Review submitted 'feeds' containing product information for policy and safety (fraud protection) Review and compare information included in the 'feed' against the landing page to ensure no sites are luring users by posting false claims. Eliminate shopping risk 7

8 About Wipro Wipro Limited (NYSE:WIT) is a leading information technology, consulting and business process services company that delivers solutions to enable its clients do business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 degree view of "Business through Technology. By combining digital strategy, customer centric design, advanced analytics and product engineering approach, Wipro helps its clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, strong commitment to sustainability and good corporate citizenship, Wipro has a dedicated workforce of over 170,000, serving clients in 175+ cities across 6 continents. For more information, please visit wipro.com or write to us at info@wipro.com DO BUSINESS BETTER CONSULTING SYSTEM INTEGRATION BUSINESS PROCESS SERVICES WIPRO LIMITED, DODDAKANNELLI, SARJAPUR ROAD, BANGALORE , INDIA. TEL : +91 (80) , FAX : +91 (80) Wipro LTD 2017 IND/ARUN/JAN-DEC 2017 No part of this booklet may be reproduced in any form by any electronic or mechanical means (including photocopying, recording and printing) without permission in writing from the publisher, except for reading and browsing via the world wide web. Users are not permitted to mount this booklet on any network server.