Technology and Business Intelligence have become integral to enabling growth in major industrial sectors in the country and the Indian Mutual Fund industry is no exception. Keeping In line with the rising interest in BI, US-based leading analytics technology platform MicroStrategy, recently organised an international MicroStrategy Symposia Series. The Symposia spread across the globe, served as a forum for experts to share industry insights and best practices. Anuj Kumar – Chief Operating Officer, Asset Management Services, CAMS and N. Ramakrishnan – Chief Information Officer, CAMS represented the organisation and delivered the keynote address at the Bangalore edition of the symposia series. The event was attended by the crème de la crème of the Information Technology and Business Intelligence industry, including Michael J Saylor, CEO MicroStrategy.
BI services for the MF industry
Computer Age Management Services (CAMS), as a pioneering organization in technology based Mutual Fund investor & intermediary services space in India, had the scientific insight to envisage the business advantage of leveraging data trends in the Mutual Fund industry, early on.
Focused on building several layers of value over and above the core RTA service to bring about a unique value delivery model, CAMS instituted Business Intelligence services derived via Aggregated Data Repository, that compute and interpret valuable industry insights.
MFDEx CAMS data bureau services
MFDEx CAMS data bureau services, which tracks about 92 per cent of the MF industry, has been providing seamless services availed not only by CAMS serviced funds but also those served by competitors, setting new benchmarks for BI services in the MF industry.
Technically, MFDEx is the most comprehensive Data Bureau service designed to present rich, accurate Mutual Fund data in an intelligent structure using multi-dimensional parameterisation.
CAMS deploys MicroStrategy for BI services owing to the former’s good mobile capability and strong mobility strategy, transaction write back facility, outstanding visualization capability and good, flexible partner network.
Powered by MFDEx and MicroStrategy, CAMS has moved on to provide ‘CAMSsmart’ a customised BI service that transforms raw data into actionable insights. Some of the services provided by CAMSsmart include:
- Business performance tracking
- Sales Team performance monitoring, reporting, benchmarking
- Incentive administration
- Predictive Analytics; What-if scenarios
- Sales forecasting
mfCRM+ fundamentally a powerful mobility solution combining the power of CRM and Analytics, is yet another innovation from CAMS’ BI services suite. It has been implemented with 450+ users with a large AMC and soon to go-live with 2 mid-sized AMCs.
What next – the road ahead
With flourishing prospects for the MF industry, CAMS is now working towards next-gen BI services that are focused on cutting-edge technology offerings that are to benefit distributors, sales and selling strategies.