2019 Finalist

Digital Transformation of Print Media Sales

Bennett Coleman & Company Ltd. (Times Group)

New Delhi, India

Category Culture and People

Media associated with this campaign

Overview of this campaign

Top Objectives

Build a Dynamic Pricing application and develop an ecosystem to achieve the following

  1. Increase Yield by predicting client centric prices, palatable in the market
  2. On-the-go pricing decision through a Mobile app
  3. Address inacuracies and inconsistencies in legacy model 
  4. Enhance engagements between sales and pricing teams
  5. Lend transparency in the negotiation process

Results for this campaign

Top Achievements

  1. Increases Yield / Profits by 4-5%
  2. Revenue impact of USD 10 mn
  3. Achieves Consistency and Accuracy
    • Utilises Machine Learning to predict right price (75% accuracy)
    • Services 1500 sales personnel and over 1 million transactions through an App
  4. Drive productivity - Increases speed of business
  5. Empower People (Internal Efficiencies)
    • Lends Transparency by capturing ZOPA (Zone of Possible Agreement)
    • De-risks churn
  6. Real-time dashboards in Tableau
    • App's Performance
    • Decision Support Systems
  7. Future Ready - can be integrated with third party CRM tools


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