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Luiz Rodolfo M. Pires
SAS Senior Consultant
Telecom Industry Specialist
How to Gain Competitive
Advantage with Advanced
Analytics in Telco Market
Apr 2015
Communications TRENDS
• Data is key revenue growth driver – steady voice decline
• Missing opportunity to monetize data tsunami
Reduce growth in traffic
Reduce network costs and improve efficiency
Increase revenues via new pricing models
• Churn continues
• Global networks reaching their limits – investments needed,
prioritization
• Infrastructure deals between CSPs
Data Traffic Challenges
Data Yields not commensurate
with the network investments
2009 2013Data Revenue
Revenue and Data Traffic Indexed to 100
• Customers using a larger portion of their data buckets
• Also lower yields on added data buckets
Data traffic growth significantly outpacing revenue growth
Approaches to improve data yields, in conjunction with LTE deployments
Content Providers
• 3rd party pays (800 data
services)
• Location/ Commerce Services
• QoS premium
• Revenue sharing models
– advertising/ contextual
contentSubscribers
• Tiered pricing plans
• Shared Device Plans
• BYOD Offers
• Dynamic offers
• Spend caps
• Off peak pricing
Network Operations
• Optimize network
efficiency
• Wifi/ 3G offloading
• Network Throttling
• Application Tiering
• Video rate limiting
• Pacing
Granularity required to:
• Deliver/ monitor and control unique experiences
• Pricing/ offer management
• Monitoring and delivering against targeted QoS
Carriers - Ubiquitous Broadband Coverage:
Increasing speeds & connectivity – wireless, wireline
122
38
183
57
Smartphones Tablets/ Modems
2011 2012 2011 2012
50%
50%
Rapid smart-device adoption
• 62% mobile market penetrated
• Smartphones accounted for 85-
92% of postpaid quarterly phone
sales
• Additionally, 70% home
broadband penetrated
Exploding wireless traffic
Sources: CTIA, The wireless association semi-annual survey, October 11, 2012,
http://www.ctia.org/media/press/body.cfm/prid/22
Video First! Plans
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Leveraging Advanced analytics to improve functional efficiencies
as well as cross-functional impacts…
Core Business Areas
NETWORK & OPERATIONS
Capacity Planning & Deployment
Network Optimization
Service Assurance/ SQI Analytics
Call Center Analytics (force,
volume planning)
Capacity Planning & Optimization
Field Operations
CUSTOMER MGMT.
Acquire/ Upsell
Detect Churn earlier
Social Network Impacts
Promoter Insights
Optimize Offers and
Marketing Campaigns
Audience Intelligence
MARKETING MGMT.
Pricing Modeling
Revenue Assurance
Credit Risk
Demand Forecasting
Fraud Prevention
Intelligent Store
Clustering
DATA MONETIZATION
Intelligent Messaging
Mobile Commerce
Location Based Offers
Enrich Loyalty Card
Programs
Real Time
IMPROVE existing
processes
EXPLORE new
areasSupporting Functions
HUMAN RESOURCES
•Workforce Analytics
COLLECTIONS/ FRAUD
& ASSURANCE
•Collections Analytics
•Customer Risk
Assessment
•Fraud Assessment
FINANCE & TREASURY
•Profitability Management
(Product & Segment)
•Risk Management
•Pension/ Investment Portfolio
Management
SUPPLY CHAIN
• Forecast/ Demand planning for handsets/ data cards and other inventory
• CSP Market Situation & Role of Analytics
‒ Churn Management: leveraging unstructured & upstream churn detection
‒ Care/ Operations leveraging unstructured analytics
‒ Network Analytics
‒ Location Analytics
‒ Data Monetization
• Integration between SAS and esri
• CSP Market Situation & Role of Analytics
‒ Churn Management: leveraging unstructured & upstream churn detection
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Adding new sources/categories to improve customer management
CRM CDR/ IPDRsHandset &
Network
Clarify
(Contact
Centers)
Competitive
info.Web (.com)
Bundled billing
infoSocial Media
• Customer (CRU/ IRU/
Bus Owners,
Household, etc.)
• Credit score
• Sales channel
• Subscription date
• Contract Expiration
date (for all lines)
• Upgrade eligibility
date
• Port Date
• Billing & Payment
activities [Rate Plan
data incl upgrade,
discount history]
• # lines
• Life events
• SOC data
• Dispute data
• Customer survey
data*
Calls/ SMS trends
• To & From
Number
• Date & Time
• Call Duration
• Drop calls
• Text patterns
• Usage trends
Data usage
• IP Address
• Sites visited
• Apps used
• Up/ Down Speeds
• Etc.
• Handset Make
• Handset Model
• Handset
Technology
• Operating
System
• IMSI
• IMEI
• Lat/ Long
• Geo location
• SGSN/ GGSN
• Cell Technology
• Calls
• Problem code
hierarchy
• Resolution code
• CSR
• Workgroup
• Avg call handle
time
• CSR Notes*
The data category
above is a proxy
for “Interaction
management, i.e.
all channel
interaction (e.g.
stores, contact
centers, etc.)
• Competitive
promotions
by channel/
geography
• Visitor ID
• Subscriber ID
• Visit recency
• Session count
• Session avg
• Engagement
level
• Session affiliate
• Offer bundles
(video – all
services, HSI,
voice, etc.)
• Promotion
• Support
• Other sites
Legend:
• Orange font: Potential new data sources to mash on these customers to understand churn
prediction
* Unstructured (text fields)
The data categories to analyze below is organized by data sources (groups)
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Website Visits
Moving Churn Detection “Upstream”
1
Agenda
• CSP Market Situation & Role of Analytics
‒ Care/ Operations leveraging unstructured analytics
Case Description
1Field Notes Text:
Detect emerging topic, with or without prior knowledge of topic
2
Call Center Notes:
Summarize what customers are talking about bases on taxonomy
Identify emerging topics over time
3
Online Data (social media and help documents):
Extract social media and summarize key issues and influential users
Index help documents for enhanced search and relevance
4
Surveys:
Leverage survey response and associated demographics to predict ratings and net
promoter scores
Innovation Leveraging Text Analytics2
Chat Analysis SENTIMENT & TONAL ANALYTICS
2
Operationalizing the Insight
• Distinguish chats that are service-related vs ad-hoc questions and quantify the
value
• Enhance understanding of conversion impact and serve as data input for
modeling efforts (campaign response models, forecasting, etc.
• Consistent reporting leveraging an intuitive/ relevant taxonomy
(chat categories and subcategories)
• Forecast topics and proactively generate alerts highlighting issues
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Opportunities for Early Discovery
• Monitor Trouble ticket Topics over time
2
Internet Security Certificate topic disappears in this timeframe
High volume topics:• Internet Services Down
• Internet Slow Connection
• Return Modem
• Wireless Network
Agenda
• CSP Market Situation & Role of Analytics
‒ Network Analytics
Analytics Role APPLYING ANALYTICS TO 3 KEY AREAS OF NETWORK MANAGEMENT
Improve
Network
Planning/
Efficiency
Service
Management:
Focus on QoE
Reduce Data
loss/ non-
billed revenue
I II
III
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Network Planning/ Efficiency• Analytics Enabled Data Service Planning
3 months 9 months
Network Traffic & Saturation probability Traffic Trend By Application
Handset capabilities (2G,3G, 4G) with underlying assets
“63% of 3G handsets got only 2G network service”
Facebook37%
YouTube11%HTTP
10%
BitTorrent9%
Mail4%
Video3%eDonkey
3%
Other3%
Apple2%
skype2%
WhatsApp1%
Apple OS1%
Music1%
Windows Update
1%
Gtalk1%
Other13%
Agenda
• CSP Market Situation & Role of Analytics
‒ Data Monetization
Data Monetization (Insights to LBS Services)
Data volume
High Low
HighLow
Raw Data LBS ServicesInsightsProcessed
DataPresentation
• Annonymized
• DSP like model
Data value
Serv
ices
Clie
nts
(SA
MP
LE
)
• Aggregated
• Data Storage/
Management
• Data Mining/
Science
• Analytics/ Predictive
modeling
• Insight in
intelligible formats
• BI/ Performance
Mgmt. Software
• Interaction with
consumers (offers,
loyalty)
• APIs – access
platform & data
• Connected Lifestyle
Dynamic Insights
Initiatives AT Mobile operators & Others
Communications/ Cable/ Others
• Address 1:1 marketing through mobile devices and measurement for markets
• Use SAS to mash VZ data, Experian, BlueKai (demographics) and AirSage,
NewField (location) for DMA level insights
• Success with NFL
Customer Insights
Platform
• Testing 6 use cases with pilot customers
• Leveraging location information & Prism (Neilson) segmentation data
• Re-engaging with SAS
• SAS UK, largest IT/ Operations partner --- chose SAS for integrated stack
• Success with location based loyalty, offers/ coupons
• Very interest lessons on data management (privacy), location/ geo fencing, real-
time analytics & message delivery (xMS channel)
• Founded by 3 US wireless carriers, AT&T, T-Mobile & Verizon
• Started with NFC based payment service
• Early signs to work with SAS for their mCommerce/ mAdvertising platform
Customer Insights Platform
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Geofence tripped; offers and messages sent in real-time. Location and context considered in real-time
As customer engages, send targeted content based on context and analytics
Cross-sell/ Upsell offers delivered to customer upon check-out (multi-channel)
Post-sale triggered messages delivered to drive loyalty, likelihood to return and repeat purchase
Identifying the customer & their prior multi-channel interactions based on opt-ins
Targeted/ analytically driven offers and messages delivered to consumer
C op yr i g h t © 2012 , SAS Ins t i t u te Inc . A l l r i g h ts r eser v ed .
Outbound campaign designed and executed in Customer Intelligence
Studio
Campaigns designed and Planned with SAS Customer
Intelligence & Data Mgmt.
Post-sale triggered messages delivered
to drive loyalty, likelihood to return
and repeat purchase
Event detected Inbound/Real-time Campaign(s) invoked
Visual Analytics
Marketing Operations
Analyze Campaign Effectiveness
CI Studio (Outbound)
CI Studio (Real-time Decision Manager)
CI Studio (Outbound/Inbound)
• Integration between SAS and esri
Location Analytics for SASDuas Abordagens
ArcGIS ServerSAS BI OLAP Clients
SAS Visual Analytics
ESRI Map Component
SAS Server
ArcGIS Desktop software
SAS Bridge for ESRI
SAS Bridge for ESRI
SAS Bridge for ESRI
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