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Creating Value from Big Data

Richard Benjamins, Group Director BI & BigData, Internal Exploitation - @vrbenjamins

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Data is growing and will continue to grow

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Organizations that take data serious, perform better

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How to create value from Big Data

Technology& analyticsTechnology& analytics

Allprocesses

Allprocesses

All dataAll dataAll peopleAll people

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Big Data platforms & analytics

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Analytics – Data Science

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Applying it to all business processes (use cases)

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Some Telefonica Initiatives

Video analytics• Upselling

Smart marketing• Real time data snacks

Customer journey analytics• Commercial omni-channel• Digital customer care

Churn reduction• Viral churn• Online channel

Network analytics• Value-based deployment• Upselling (2G – 3G)

Smart Steps

Smart Digits• Fraud prevention• Credit scoring

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For a telco, data sources have significantly increased, enabling a360 customer view

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Empowering all types of people to become more data-driven

Tools to accessdata and insights

Data scientists:courses & events

Product designers:lean start-up and leananalytics

C-Suite:mobile dashboardsand inspirationalevents

Managers:Lean analytics andpredictive analytics tools

Sales people:Dashboard andpredictive analytics tools

Market insights tools

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Data Culture - Adapt or Die

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