CRIF India's 'PRISMATIC' platform is changing the way we look at Geo Insights & Data discovery - Rakesh Rallapali, Practice Lead at Tableau conference, Singapore

As India’s leading credit information bureau, CRIF High Mark Information Services serves the banking and lending industry with accurate, timely reports that define customer risk factors, trends based on geography, and other criteria.

CRIF High Mark packages product data, geographical data, and demographic data as part of a subscription offering to clients. They deliver this data through dashboards shared on Tableau Server. Clients can analyze their own portfolios alongside information from the credit bureau data pool—allowing them to better understand their data and uncover business opportunities.

Even with millions of address records, Rakesh’s team can create maps with just a few clicks in Tableau Desktop. In addition to traditional mapping, the team can also create complex heat maps in less than a day—a process that used to take up to a week.

Tableau: Why were you looking for a business intelligence tool?

Rakesh Rallapalli: Data has become a commodity. We were looking out for ways where we could provide users with more intelligence on demand.

Tableau: What kinds of data do you work with on a daily basis?

Rakesh: We're talking about geographies. We're talking about product lines. We're talking about customer demographics. We're talking about publicly available data to enable non-traditional use cases of the credit bureau industry, such as the insurance sector and the telecom sector.

Tableau: How do you deliver data to clients?

Rakesh: We have packaged all of this onto one single platform, a pre-designed report, be it on-demand data from the bureau or interactive data discovery on dashboards; all of these we have been able to package onto a platform.

Tableau: What kinds of insights do your users extract from the data?

Rakesh: Now if you had to provide all of this information at this grain, you are putting the ability into the hands of the end user to figure out the lending hotspots in the market, risk of concentration, whether their business is spread across a region correctly, whether they have their branch network cover all of this population. So these are the kind of insights that the users have been able to extract out of our systems.

Tableau: What challenges were you facing?

Rakesh: In India we were facing a unique challenge in terms of the volume of the data that we are processing. So just to give you a perspective, we're talking about an address library of about 500 million records across India.

Now a very important part of all of this is to be able to map the data onto geographies, demarcate them well, and map the data comprehensively.

So we have been able to design dashboards that provide users information with over 40 million rows worth of aggregated data. Now put this into the context of geography and we are talking about 36 Indian states, more than 650 districts in India.

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