Databases Reference
In-Depth Information
systems such as billing, customer care, call detail records, and network data to develop
a subscriber's behavioral model and to understand a customer's habits such as what
delivery format subscriber prefers or their call frequency to off-net users. You will also
need external data originating from social networks to determine subscriber's influence
within their social circle. You can potentially use the social network data to develop
targeted marketing campaigns as well as initiate real time actions toward customers while
at the same time notifying network services and IT systems.
Increasing revenue per user is always a CSP's priority, by developing a
comprehensive data platform consisting of both internal data and external data, you
can develop advanced offer management solutions to help create more innovative and
targeted offering and campaigns for up-selling, cross-selling, new customer acquisition,
and viral marketing. Effective usage of location-based data can also play a significant role
in increasing revenue for mobile services, location-based data enables location based
advertisement, which provides new revenue opportunities for wireless carriers.
Profitability, customer churn reduction, and increase in wallet share solely depend
on obtaining data that is coherent and current across CSP's entire business portfolios.
Making sense of structured and unstructured data to understand the behavior and
transaction patterns of customers in real time is critical, as is social network and
sentiment analysis. Effective usage of the variety of data sources will help operators take
preventive actions so that they can avoid churn or customer dissatisfaction by providing
targeted promotions or preemptive service assurance at the moment and in a way that is
most relevant to the customer.
Use of traditional metrics, such as Average Revenue Per User (ARPU), Minutes of Use
(MOU), Count of Customers, and Churn (i.e., adds, disconnects, transfers, migrations) are
useful to analyze the current state of business; however, there is a greater need to analyze
data to understand customer experience across fixed, mobile, broadband, and media
entertainment services. There is a general understanding that next-generation services
encompass seamless communication and media consumption experience for the customer
through leveraging high-speed broadband networks, smart devices, and media rich content
irrespective of whether the communication network is fixed, wireless, or mobile.
As a consequence of the changes in customer behavior, customers are more likely
to churn. CSPs can, however, retain and grow their customer base by investing in next
generation technologies and rich media content partnerships. CSPs can also provide
seamless customer experience across fixed and mobile networks by means of analytics on
customer behavior to provide relevant content and services that are perceived as valuable
to them.
To improve service qualities, you will need real-time feeds from network and back
office systems. These data will enable you to analyze network performance, service
catalogs, and service fulfillment around advanced network functions like real time
network planning to improve service performance by correlating subscriber information
with network performance.
Experimentation and Discovery
Now that you have an idea about the type of data sources you need to acquire, now it's
time to understand what kind of experimentation and discovery you can do with this
acquired data. Table
9-1
outlines a high-level view of activities.
