SpotDy Telecom Services

SpotDy USE CASES EBOOK

SpotDy

Top Use Cases for Big Data Analytics in Telecom Services

Arvind Rapaka CEO, SpotDy Inc

Telecom firms generate and consume petabytes of data daily. Learn how to apply data sciences and big data analytics to convert data into insights and gain competitive advantage in the market.

https://spotdy.com

INTRODUCTION

In digital era of this century, some firms use their limited resources effectively & efficiently and emerge as winners! How? They generate useful insights by analysing both structured and unstructured data together irrespective of volume, velocity and variety of the data. Processing increasing volumes of data in a timely manner has become a challenge for telecom companies. Traditional BI approaches often fail to capture actionable information at right time due to inherent limitations. First, it can take a great deal of time to collect, prepare, and analyze all of your fragmented data. Second, most line­of­business professionals have to rely on IT to gather the data and organize it in a data warehouse – a prerequisite for using traditional business intelligence. And often, by the time the data is ready, the business needs have changed or it’s too late to aid in decision making. Third, processing unstructured data from variety of data sources poses challenge using traditional data warehousing technologies. Data warehousing applications are mostly designed to handle structured and limits the ability to analyse the data beyond descriptive analytics. And finally, traditional BI technologies doesn’t effectively use data science technologies and thus limiting predictive insights and impact on overall value chain. Data science maps all of the relevant data, regardless of volume, variety and velocity, into a coherent model to derive meaningful prescriptive (predict, decision, affects) analytics. It is clear ­ unless data is getting transformed into impactful decisions in real time, it is a complete waste of resources and time. Telecommunication service providers are seeing an unprecedented rise in volume, variety and velocity of data due to next generation mobile networks backbones, increased use of smartphones and rise of social media. As the volumes and velocity of network data has increased, the ability to use that data to make time­sensitive decisions extremely difficult. Traditional ETL processing and BI have inherent limitations that impact the ability to produce immediate results.

Telecom service providers should harness big data challenge to differentiate from competitors,

increase revenue and profits through building operational intelligence. Harnessing the data in a right

way will help telecommunication generate new sources of revenue through delivering smarter services,

improve customer experience.

SpotDy BigAITM introduce a completely new model for building operational intelligence, giving

companies a competitive edge by put all their data to work to uncover new insights in timely fashion

without friction. On the other hand, traditional BI have been limited to descriptive reporting which lacks

holistic view of complex and ever changing environment. SpotDy BigAITM real time and prescriptive

modelling will let visualizing information through real­time dashboards helps detect critical events and

take real­time corrective action. Another key aspect of the real time contextual data analytics is moving

from understanding general trends to understanding customers as individuals. Being able to make a

personalized offering increases the success rate of up­sell and cross­sell products and improves

customer experience.

Need of Big Data Analytics in Telecom Big data usually includes data sets with sizes beyond the ability of commonly used software tools to capture, curate, manage, and process data within a tolerable elapsed time. Big data "size" is a constantly moving target, as of 2012 ranging from a few dozen terabytes to many petabytes of data. Big data is a set of techniques and technologies that require new forms of integration to uncover large hidden values from large datasets that are diverse, complex, and of a massive scale. As communications service providers (CSPs) markets reaching saturation and declining average revenue per customer (6.6% YOY), new methods are required to maintain margin. While data analytics is not the only tool that will be used to address the challenges of the telecom industry; new age analytics can be used to help alleviate

Opportunities for differentiation increase as CSPs can make improvements to service

quality, customer experience and product design. Customer churn can be reduced by using predictive analytics to better target churning

subscribers with retention offers. Customer acquisition can be made more cost­ effective when improved accuracy allows

for selective marketing. Networks can be operated more efficiently to derive the maximum value from existing

assets, and can be planned more cost effectively by better matching capacity supply with demand.

How can SpotDy BigAI™ Data Analytics Help? SpotDy’s Big data analytics is the key to unlock insights from variety of data ­ structured and unstructured. BigAI™ platform enables data ingestion from various data sources into Hadoop platform. BigAI™ data science algorithms slice and dice this melting pot of data and organizes the variety of data (customer service phone calls, emails, CRM, transactions, machine data, social media, blogs, online, mobile) into data stores for easy retrieval. BigAI™ visualization layer comes up with canned dashboards for a novice user and a savvy user can use the management console to create own dashboards and beautiful reports. As executives review these reports, they can directly comment on this data or collaborate with their employees using BigAI™ collaboration layer. SpotDy’s BigAI platform makes it easy to:

Combine a firm’s proprietary data with social media and third party data Perform ad hoc­analytics to test hypothesis (what­if scenarios) understand customer journey to micro­target campaigns Identify customer behavior and sentiments to avoid churn

You can answer questions like:

How can we acquire more customers will less cost? What happens in a customer journey? Why are we losing customers? How to predict customer churn? How can we increase customer conversion rate? what product features are mostly used by customers? How to optimize Network infrastructure and future investment?

Real­World Use Cases Big data presents CSPs with challenges along 3V dimensions and struggling to build effective marketing, service and retention strategy.

Volume: According to recent research, the amount of data growth that CSPs has to handle is doubled in the past three years and growing exponentially and much of it coming from new sources including blogs, social media and networks.

Variety: With increasing social media and mobile usage, CSPs has to handle variety of data is created from multiple channels such as online, call centre, app stores and social media including Facebook, Twitter and other social media platforms. It presents huge challenge for CSPs to build a coherent data model from structured data, semi­structured and unstructured data.

Velocity: The always on digital consumers create change dynamics of data in the speed of light. They equally demand fast response from CSPs to satisfy their personalized needs in real time.

Rising to the challenges and leveraging on the opportunity in Big data along 3Vs, CSPs need to harness with prescriptive analytics to provide deeper insight into intelligence that are hidden in Big data of vast volume and broad variety.

Figure: Harness Big Data using SpotDy BigAI™ Platform

Customer Analytics

Reduce Churn Churn is expensive. Customer loyalty is key to revenue growth. According to independent research, annual churn rates for CSPs average between 10 percent and 67 percent. Understanding who your customers and prospective customers are while keeping existing customers in cost effective way is important.

SpotDy BigAITM big data and analytics platform enables service providers to analyze customer behaviour from both inside and outside (Social, Web etc) the CSPs for opt­in subscribers and combine it with subscriber profile to identify retention policy on individual basis. Benefits include:

Identify the characteristics of churn to predict customers who might want to leave and help

CSPs to deploy timely programs to retain those customers looking to make a change.

Analyze historical data from both inside and outside (Social, Web etc) the CSPs to

understand the key factors that drive customers away.

Visualize the churn patterns in real time so that CSPs can build marketing campaigns

driven by data to make the best retention possible.

figure: benefits of Reduce churn

360 Degree Customer View

Understanding the customer insights is important for CSPs to translate into competitive advantage and

increased profits. Also, customer insights can help differentiate and become a market leader in a

saturated and highly competitive sector. Consequently, telecoms companies are investing more time

and resource into getting more customer segmentation and insights right.

SpotDy BigAITM big data and analytics platform enables service providers to capturing information

about customers and help understand myriad of complex data in real time to align with business

objectives and ensure insight remains focused on the bottom line. It combines data exploration, data

governance, data access and visual analytics in a solution that harnesses the volume, velocity and

variety to improve the customer experience.

Benefits include:

Build market­focused analytics. Help understand how customers communicate and

proactively respond to their customer’s changing behaviour.

Analyze historical data from both inside and outside (Social, Web etc) the CSPs to

understand the key factors that drove Customers away.

Visualize the customer analytics in real time so that CSPs can build marketing campaigns

driven by data to make the best marketing and sales decisions.

figure: benefits of Customer Analytics

Sales And Marketing

Smarter campaigns

Campaigns at most service providers are based on customer profile data with demographics information (age, income, gender, profession, etc.) combined with fairly simple rules such as sending the subscriber an offer to renew their contract prior to expiration at a favorable price. Service providers have a wealth of data about subscriber usage and location, however, do not often have tools to analyze it. SpotDy BigAITM big data and analytics platform enables service providers to analyze subscriber usage and digital behavior (channel interaction, social media) for opt­in subscribers and combine it with subscriber profile to identify and deliver targeted offers in real­time. Benefits include:

Driving real­time contextual, targeted marketing offers resulting in higher acceptance rates and revenue

Increasing customer loyalty and satisfaction Reducing time and cost for developing campaigns

Geo Intelligence Marketing

The proliferation of smart phones presents new opportunities and challenges: consumers want the

best deals for all purchases based on their real­time location while requiring the services provider to

honor their privacy preferences and provide only relevant offers when requested/opted­in.

SpotDy BigAITM enables service providers to analyze real­time location data over time for opt­in

subscribers to understand subscribe lifestyle. Combining lifestyle and mobile profiles with subscriber

usage and digital behavior allows service provider to create targeted offers for opt­in subscribers. This

drives much higher response rates for marketing offers, resulting in higher revenue.

Benefits include:

Driving real­time contextual targeted marketing offers resulting in higher acceptance rate

and revenue, increased customer loyalty and satisfaction and reduced cost for developing

campaigns

figure: benefits of Sales and Marketing

Network Infrastructure Optimization

Network Optimization and Intelligence Infrastructure costs are a major driver of telecommunications profit and loss and network capacity

planning is a key component. Too much infrastructure in a given situation wastes precious dollars

while insufficient infrastructure risks customer dissatisfaction and churn.

SpotDy BigAITM big data and analytics platform enables service providers to reduce infrastructure costs

by using an advanced forecasting methodology that integrated, analyzed, and correlated a variety of

subscriber, network, and location data.

Benefits include:

Help CSPs compare forecasted network traffic against actual traffic.

Provide visualization with clustering and geographic heat map.

figure: benefits of Network optimization

Brand Analytics A brand is sum of all the feelings, thoughts, and recognitions ­ positive and negative that people in the the target audience have about a company , a product or a service. Financial companies spend millions of dollars annually to elevate perception of brand in people’s minds. Often times, its not easy of qualitatively measure the metrics associated with the brand to identify the brand value without proper analytical tools. SpotDy BigAITM big data and analytics platform enables service providers to analyze the company’s structured data and social media(unstructured data) measure brand analytics and thus zoom in to effectiveness of brand promotion activities. with proper data insights, these service providers can effectively use the marketing budget and invest resources in the right channels to increase brand awareness. Benefits include:

measure key brand analytics metrics such as new vs returning users, visitor loyalty & recency, brand lift(likelihood of target action),

Identify and measure traffic from discussion forums/communities and understand how much brand is talked about in general forums

measure search share to understand how many people would prefer your brand when compared to competitors, effectiveness of brand promotion activities when compared to competitor traffic

figure: benefits of Brand Analytics

SpotDy BigAITM Framework for Big Data Analytics

With the explosion of volume, velocity and variety of data, traditional approaches for collecting and processing data have inherent limitations that impact the ability to make informed and timely decisions. SpotDy BigAI™ Platform products introduces a completely new model and analytics using deep data science, giving companies a competitive edge by uncovering new insights in real time. With SpotDy BigAI™, enterprises don't need data scientists and big data teams, instead they need a platform which empowers to build smart analytics. SpotDy BigAI™ has built­in machine learning algorithms to distill actionable insights from very large datasets. By taking the analyse­first approach, SpotDy BigAI™ eliminates the need to spend millions on storage and eschews the time constraints to store, process and serve data.

SpotDy BigAI™ Web Services platform

Features of BigAI™ WebServices™

Data Integration SpotDy BigAI™ Connectors is designed for efficiently to load data into BigAI™ platform. BigAI™ Connectors supports fetching data from various sources like social, structure, JDBC, Web, Object stores like S3 and integrate with BigAI platform as easy as following a wizard. Say goodbye to ETL and defined schemas.

Data Processing SpotDy BigAI™ is world’s first big data science platform. SpotDy BigAI™ offers wide variety data science solutions and powers applications and business process to make effective decisions in real time. SpotDy BigAI™ batch, stream and query engines is ideal for building operational intelligence directly into your applications or offline analytics. This flexibility and ease of use makes SpotDy BigAI™ the ideal platform for building big data applications.

Big Data Visualization SpotDy BigAI™ Dynamic Visualization provides you with

a blank HTML5 canvas to design beautiful infographics

or reports that will automatically update every time the

data is updated. The built­in collaboration platform

enables you to share charts on social platforms, email

and messaging. Even better your visualizations are

consumable on any device.

API Endpoint

API Endpoint will bridge the chasm between data and

delivery. API Endpoint is a purpose­built platform that

provides everything to manage data and deliver right to

your applications. API Endpoint provide services to

measure the success of your API program with

end­to­end analytics.

Collaboration made simple

With SpotDy BigAI™ messaging, you can get more done

with less effort. Conversations are in one place, so

everything is actionable and transparent. SpotDy AI™

messaging also lets you share dashboards or part of

dashboards on social networks and to colleagues right

from the platform so you can get more done with less

effort.

Discovery Tools

SpotDy BigAI™ answers your questions visually.

Architected from the ground up for use in distributed

environments, SpotDy BigAI™ gives you the ability to

full­text search. You can perform data queries that

results in beautiful visualization and changes

dynamically in real­time for on­the­fly data analysis.

Benefits of BigAI™ WebServices™