Solving Real Business Problems with Big Data: Measuring Customer Loyalty in the Connected World

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Solving Real Business Problems with

Big Data: Measuring Customer Loyalty

in the Connected World

Real Time Market Data & Analysis for the Telecom Industry

2Who is Comlinkdata?

We’re solving

real business

problems using

big data and

analytics

A leading provider

of real-time market

data on the buying

behaviors of

communications

customers.

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3Building A Big Data Business

Founded

Comniscient

Technologies

Core

Switching

Methodology

Developed

Initial data

visualization

and

validation

Correlation

and testing

against

public data

Market

testing and

beta

customers

Core product

team hired.

Launched

Comlinkdata

brand.

SaaS

Platform

general

availability

Key renewals

fueled by 2nd

SaaS offering

MarketVision

Launched U.S.

wireline

platform

Release

date for

Voice of

Customer

platform

Roll out

MarketVision

for wireline

Launch Canada

product

Launch

connected

consumer

branding

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3

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4

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4So what’s the business problem?

• Which service providers

own each individual

relationship?

• Which customers are

most valuable and where

can I find them?

• Which acquisition and

retention campaigns are

most effective?

• How well are my

competitors performing?


5 We’ve started with the relationship that

matters most currently

Customer and their

wireless service provider


6The days of loyalty are fleeting.

• No contract plans

• BYOD offers

• Early termination fee payouts

• Competitive new & current customer offers

• No exclusive devices

• Standalone OTT offers


7The “Who,” “When” & “Where”

Real-time Switching Data50,000+ transactions per day

18MM+ transactions per year

3 Terabytes of Disk Space

4 years of data and growing


8To understand why, we source

supplementary data

Real-time Telecom

Switching DataAdvertising Spend

Direct Mail Volume

Device Portfolio Coverage/Speeds

Social Media

Marketing Events

Distribution

Demographics


9The real value is in the “why”

Our Marketing Events

database notes that

Sprint ran a promotion

for MVNO Boost Mobile

where it offered $100 to

switch, but suspended

the promotion between

June 30 and July 31.


10 Data Flow

S

3SQL Server

EC2

Job

Scheduler

Application

Servers

EC2


11Data flow timeline


12Data-Powered Products

Our products must be

highly customizable to

work appropriately for

the different types of

clients we have


13Front end framework

Java Servlets API1. Parse queries

2. Fetch data

3. Construct JSON

Service Layer

Web ApplicationJavascript, HTML5,

CSS3jQuery, AngularJS, D3.js,

Twitter Bootstrap, Font

Awesome

Front End


14Business case: Measuring

retention of most loyal customers

Recently, Sprint has done a better job at holding onto

high-value customers, but AT&T has been losing their

most loyal at a higher rate.


15VOC Data Flow


16VOC Data Vendor Timeline


17VOC Business Case: Measuring

loyalty during outrage

In June 2013, the press revealed that Verizon had provided the

NSA with millions of phone records. Twitter outrage ensued.


18 Nearly 60% of Tweeters who mentioned

leaving their carrier on 6/6/13 cited leaving

Verizon, but we saw no effect on loss share.


19What challenges lie ahead?

As the ecosystem of connected devices expands, the subscriber

/service provider relationship will become more valuable and more

difficult to understand

Finding the right additional data sources to expand our product

capabilities

Increasing volatility in the industry will make buying behavior

attributions more challenging

With long-tenured customers proving to be increasingly vulnerable,

we may need to redefine high-value, low-value and loyalty.

Technology

Solving Real Business Problems with Big Data: Measuring Customer Loyalty in the Connected World