Big Data Monetisation : Selected Success Stories · Big Data Opportunity Unlocks Significant Value...

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Big Data Monetisation : Selected Success Stories Dr. David Millán - Director Big Data for Comms & Media, EMEA Data Capital Event, Madrid, November 24th

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 2 Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |

of market value of S&P 500 companies comes from intangible assets

84%

Source: http://www.oceantomo.com/blog/2015/03-05-ocean-tomo-2015-intangible-asset-market-value/


REDUCE OVERALL COST

OF DATA CAPITAL

INCREASE RETURN ON INVESTED DATA CAPITAL

CREATE UNIQUE DATA CAPITAL

1 2 3

ad consumption mobile devices

social media demographics marketing response

customer service

prospects subscribers transactions

Millions of interactions create immensely valuable data


Use Data

Produce Data

10-15%

Most data remains unexploited

Impact on Data Management… Most data remains unexploited

• Smartphones generate 48X more data traffic than basic phones.

• Data tends to generate more data.

6

• Male, above 70 y.o.

• Grew up in England

• Married twice, children

• Successful, wealthy

• Art lovers

What are we missing?

Data tells us many things about our customers but it is often hard to make differenciations with incomplete data

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

multi-channel marketing

product & price strategy

network CAPEX & OPEX optimisation

customer acquisition, retention

programmatic advertising

targeted offers and sales

next best offer

personalised content

Oracle Confidential

Connect the Silos, Understand Customers, Drive Decisions

Voice/data and handset usage

Demographic, user and credit data

Customer contacts and service cases

Consumption logs, clickstream & devices

Network and browsing data

Marketing campaign response

listen better execute smarter learn faster

single customer view

micro-segments

scoring

preferences

behaviour

interests

history

first-party data

third-party data

Social media activity

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential

How Can Companies Benefit From Big Data?

Understand End Consumers Unlock the value of telco

customer big data

Engage with Consumers Deliver compelling consumer

experiences

Monetise First-Party Data Enable business model innovation and agility


Digital services for 3rd parties to enrich their data, their marketing and advertising activities.

Data monetisation value pockets

Revenue leakage containment

External monetisation

Revenue uplift

Internal monetisation

Big Data Opportunity Unlocks Significant Value

9

Cost savings and investment management

Optimise operations and business support systems, driven by better Big Data network insights.

Big Data analytics for extracting incremental value out of geolocation feeds and internet browsing data.

Avoid revenue declines due to churn, downgrades or customer inactivity, analysing network activity and reacting in real-time.


More Value From Internal Explotation In The Short Term But Higher Value From External Monetisation In The Long Term

10

Y3 Y1 Y5

Rev

en

ue

s

Learn scale Accelerate

5-10 years

Time

External Monetisation

Internal Monetisation


Virgin Media Improve Customer Satisfaction

Compelling Event • Low Customer Satisfaction

• Low Net Promoter Score

Data Driver • Customer Satisfaction Surveys

• Content usage and free text data

Use Cases • Discover across All Customer Satisfaction

Surveys

Metrics • Customer Satisfaction Index Surpassing

the Minimum Desired Threshold

• Improved Net Promoter Score by 30%

Products • Big Data Discovery, BDA and OBIEE


Garanti Bank

Compelling Event • Exploiting Omni-Channel Potential

• Credit Risk Analytics in a changing regulatory environment

Data Driver • 450M Transactions/Day as they happen

• Mainframe Applications Data Use Cases

• Next Best Action (RTD, OEP)

• Accelerate Urban and Risk Analytics Metrics

• Time to Data - From Weeks to Minutes

• Time to Analysis - Afternoon to Morning

• Keep 25 Data Scientist Productive Products

• BDD, BDA, BDC, Spatial, OBIEE and RTD.


Generali Gelocation Data Analytics

Compelling Event • Geolocation data not exploited

Data Driver • GPS data from insured cars.

• Vehicle accident report.

Use Cases • Directly analyse the behaviour of insured

clients.

• Fraud detection.

Metrics • Reduce fraud in car accidents.

• Increase access control and filtering capabilities.

Products • Big Data Discovery, Big Data Appliance


Pôle Emploi

Compelling Event • Leverage Labour Pool to Grow Economy

• Focus Staff on Hard Placements

Data Driver • Siloed Stores of Offers and Applicant

Use Cases • Data Reservoir to Consolidate Info

• Advanced Analytics to Perform Job Match

• Fraud Detection

Metrics • Staff Productivity

• Reduce Fraud Rate More Quickly

Products • BDA, R, RTD, NoSQL


Liberty Global Understand First, Buy Content After

Compelling Event • Investment without Facts

• Low Net Promoter Score

Data Driver • Real-time VoD Feeds.

• Videos and Content Watched.

Use Cases • Improve products internally and make

content more relevant to customers

• From reactive to proactive in real time

Metrics • Save Investment in new Content

• Improve Net Promoter Score

Products • Big Data Appliance, Oracle R and OBIEE


Any Questions?

Dr. David Millán

• Email: [email protected]

• Phone: +34 637 203 537

• Twitter: @dmillan82

• Linkedin: davidmillan

16

mailto:[email protected]

tel:+34 637 203 537

tel:+34 637 203 537

Big Data Monetisation : Selected Success Stories · Big Data Opportunity Unlocks Significant Value...

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