Utilizing Big Data to Optimize Customer Value Management Strategies
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Transcript of Utilizing Big Data to Optimize Customer Value Management Strategies
BUSINESS GROWTH
© 2014 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA
Utilizing big data to optimize customer value management strategies
Elan Rosenberg Business Development Director Marketing Analytics
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A leading supplier of Revenue Analytics solutions to communications and digital service providers
Founded: 2001
300 employees in 15 locations worldwide
Deployed at 7 out of the 10 largest operators in the world
150 customers in 64 countries
Processing 2.45 Billion subscribers in deployments globally
Saving over $12 Billion to providers annual revenue
Partnering with world leading vendors
What You Should Know ABOUT US
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How can big data help us look differently at our customer base?
What if you identify that these are all one family with different kind of data users?
Daughter
Mother Father Son
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And what if you knew that they are mainly interested in Football?
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So, how can this optimize our marketing activities?
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The Williams Family
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Profession Freelance architect
Hobbies Fashion, sports (tennis),
news (business, entertainment)
Profession Marketing professional
in an int’l firm
Main Usage Patterns Voice, WhatsApp, Skype,
frequent roamer, news apps
Devices Laptop, tablet, iPhone5s
Devices Laptop, tablet, Nexus 5
Main Usage Patterns Voice, internet browsing,
tethering
Hobbies Sports (football, basketball) and cooking
Debra
George
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University student Hobbies – music, sports (rock climbing, scuba diving) Devices – laptop, tablet, iPhone 4s Main Usage Patterns – Voice, Facebook, Skype, WhatsApp
High school student Hobbies – movies, sports (dancing, swimming) Device – Galaxy S2 Main Usage Patterns – Voice, WhatsApp, Instagram, YouTube
Elementary school student Hobbies – Reading, sports (biking, skateboarding) Device – low-end smartphone Main Usage Patterns – Voice, WhatsApp, Facebook, internet browsing
Mike
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Back to the CSP’s reality…
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Tools to support a non-technical marketer with quick path from ideation to actionable results
Complexity of getting near real-time data insight supporting informed decisions
Lack of subscriber insight for personalized user experience
Multiple and disparate data sources Access, collection, enrichment, analysis
Quick, relevant and cost-effective launch of new services and propositions
Base Management Challenges & Needs
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How does the CSP see the Williams family today?
Debra − Private account
− Plan: bundle of 3 GBs data, unlimited nat’l/int’l voice/sms
− Silent roamer (mainly WiFi)
Colin − On a student plan in a competitor network
Mike – Prepaid SIM
– No visibility on demographics
– Plan: recurrent bundle of 500MBs data, 500 minutes, 500 SMS
– Occasionally exceeds data allowance
George – SOHO account
– Plan: bundle of 5 GB data, unlimited nat’l voice/sms
– Never exceeds data allowance
?
Jessica − On the same account as Debra
− Plan: bundle of 1 GB data, unlimited nat’l voice/sms
− Regularly exceeds data allowance
?
Debra
Jessica
George
Mike
Colin
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Top-up stimulation offers
Mobile data dongle Cloud storage
Standard roaming package Extra SIM for a tablet
Bridge data bundle Data bundle upsell
…and what can it offer them?
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Debra
Jessica
George
Mike
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Utilizing big data analytics
Data Available Customer attributes, XDRs, DPI, device, location, data bundle utilization, point of sale, invoice, top-ups, etc…
Insights Correlations, relationships, patterns, habits
Correlations – social circles, families, SMBs
Patterns of use – profile enrichment Interests Gender and age groups Influencers (new offers, retention) Needs and communication habits as
individuals and as a group/segment
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What can big data analytics reveal about the Williams family?
?
?
Family Circles
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What can big data analytics reveal about the Williams family?
?
Age Group (8-13)
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What can big data analytics reveal about the Williams family?
?
Gender
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What can big data analytics reveal about the Williams family?
Interests
Family Circles
?
?
Age
Gender
Devices
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What can big data analytics reveal about the Williams family?
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Now what can we offer them?
Shared, multi-device, data family plan
Acquisition campaign – add another family member
Migration of prepaid to post-paid
Special data roaming rates
Device upgrade supporting LTE *
Promotions on a special occasion to a sports event
1 month free offer for a Mobile HDTV sports pack
* “Apple to be the most desired brand among American teenagers” (Piper Jaffray’s 25th bi-annual teen survey)
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Let’s zoom out to a full customer base family analysis
Tethering and multi-device usage
Correlation between # data users and family ARPU/Usage
Families data usage characteristics
Family size distribution
Influencers
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cVidya Enrich – Your Guided Path to Actionable Insights
Self-service environment for Telecom marketers
Pre-modeled customer data analytics with use cases focusing on different business objectives
Identifies potential target micro-segments for different marketing activities
Impact analysis of potential offers on targeted segments
Combines advanced analytical models, based on machine learning sophisticated algorithms
Greater visibility of meaningful data
THANK YOU! www.cvidya.com
Elan Rosenberg Marketing Analytics Business Development Director
Email: [email protected]
Mobile: +972.54.561.5661