Big data analytics is being used throughout the world, in all sorts of different industries for a raft of different processes. However, there are still a lot of people out there who aren't aware of just how widespread big data truly is. That's why we at SAS like to use case studies that relate to sectors everybody understands. Big data examples from real life help to simplify the processes involved, and lay the benefits on the table for all to see.
And where better to look than the automotive industry. For over a century, car manufacturers have been bastions of innovation, continually pushing themselves and their products forward with new technology and fresh approaches. Today, we stand on the cusp of another automotive innovation, with electric and self-driving vehicles poised to completely change our world. Of course, big data has played a part in this shift, and will only become more important as automotive businesses use analytics for everything from optimising manufacturing to improving customer satisfaction.
Car manufacturers using big data analytics
Big data analytics has been used in all sorts of different aspects of the car manufacturing and selling process. While some brands started using analytics earlier than others, it's really been the rise of modern technology that's turbo charged the way information is collected and used. The modern car collects an incredible amount of data, thanks to an array of sensors, processors and other on-board tools that record an enormous volume of information - traditionally to make it easier to conduct repairs or quickly identify a fault.
"The information gathered from connected cars is invaluable commercially."
Long-term however, 'connected vehicles' with internet access will make all of this data immediately available to manufacturers, unlocking a new range of abilities such as remote patching, error testing and, of course, advanced analytics.
"As big data is gathered from the multitude of sensors, inferences can be drawn regarding consumer behaviour, for instance establishing if there is a link between the music people listen to and drive-through restaurants they frequent. These kinds of connections can impact advertising resource allocations and budgets, and thus the information gathered from connected cars is invaluable commercially," explains NetworkWorld.
The future of analytics in the automotive industry may be improving on-road performance and the driver experience, but big data is already being used by the world's biggest car brands to foster loyalty and keep customers coming back for more. For a great example of this, look no further than SAS's own relationship with Maruti Suzuki.
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SAS business analytics case study: Maruti Suzuki
When it comes to treating customers well, Maruti Suzuki knows a thing or two. In fact, the business has been ranked at number one on J.D. Power's customer satisfaction list for the past 14 years. Part of the reason why is the way that the brand has embraced new technologies, most recently data analytics in order to adopt an innovative 'Market to One' approach, where every single customer receives an individualised approach. It's certainly paid off, with Maruti Suzuki seeing growth of almost three per cent in the first seven months.
Behind this success is Maruti Suzuki's relationship with SAS, which allowed the business to create a holistic view of their 10 million customers.
"The campaign effectiveness is significantly higher than earlier." Rajesh Uppal Executive Director of IT and CIO Maruti Suzuki
Uppal explains that SAS provided a great solution by allowing for many different data sources to be easily integrated into one, as well as taking responsibility for implementation.
Check out the video below for more insights into how Maruti Suzuki is using SAS products and solutions to drive customer satisfaction.
What businesses can learn from automotive brands
Now, not every business has access to the funds or technological innovation of the world's biggest automotive brands, but that certainly doesn't mean there are no lessons to be learned from the successes of companies like Maruti Suzuki. First and foremost, what we can see from the world of car manufacturing is that it's possible to use analytics for all sorts of different purposes, depending on the type of data that can be collected. No matter what your product is, the growing ubiquity of the Internet of Things (IoT) is making it easier than ever to capture information, and adopting this functionality can be vital to gathering relevant information about your customers and improving their experiences.
Secondly, analytics can be used for more than just improving your product or service. It can also revolutionise the way that you treat your customers during the marketing process, moving from a blanket approach to a more tailored, individual style that has the potential to pay huge dividends - both in securing new business and retaining existing clients.
Regardless of your analytics goals, having the right partner can make all the difference. Get in touch with SAS today to find out how we can help you achieve your goals.