BUSINESS GROWTH

© 2014 – PROPRIETARY AND CONFIDENTIAL INFORMATION OF CVIDYA

Utilizing big data to optimize customer value management strategies

Elan Rosenberg Business Development Director Marketing Analytics

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A leading supplier of Revenue Analytics solutions to communications and digital service providers

Founded: 2001

300 employees in 15 locations worldwide

Deployed at 7 out of the 10 largest operators in the world

150 customers in 64 countries

Processing 2.45 Billion subscribers in deployments globally

Saving over $12 Billion to providers annual revenue

Partnering with world leading vendors

What You Should Know ABOUT US

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How can big data help us look differently at our customer base?

What if you identify that these are all one family with different kind of data users?

Daughter

Mother Father Son

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And what if you knew that they are mainly interested in Football?

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So, how can this optimize our marketing activities?

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The Williams Family

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Profession Freelance architect

Hobbies Fashion, sports (tennis),

news (business, entertainment)

Profession Marketing professional

in an int’l firm

Main Usage Patterns Voice, WhatsApp, Skype,

frequent roamer, news apps

Devices Laptop, tablet, iPhone5s

Devices Laptop, tablet, Nexus 5

Main Usage Patterns Voice, internet browsing,

tethering

Hobbies Sports (football, basketball) and cooking

Debra

George

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University student Hobbies – music, sports (rock climbing, scuba diving) Devices – laptop, tablet, iPhone 4s Main Usage Patterns – Voice, Facebook, Skype, WhatsApp

High school student Hobbies – movies, sports (dancing, swimming) Device – Galaxy S2 Main Usage Patterns – Voice, WhatsApp, Instagram, YouTube

Elementary school student Hobbies – Reading, sports (biking, skateboarding) Device – low-end smartphone Main Usage Patterns – Voice, WhatsApp, Facebook, internet browsing

Mike

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Back to the CSP’s reality…

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Tools to support a non-technical marketer with quick path from ideation to actionable results

Complexity of getting near real-time data insight supporting informed decisions

Lack of subscriber insight for personalized user experience

Multiple and disparate data sources Access, collection, enrichment, analysis

Quick, relevant and cost-effective launch of new services and propositions

Base Management Challenges & Needs

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How does the CSP see the Williams family today?

Debra − Private account

− Plan: bundle of 3 GBs data, unlimited nat’l/int’l voice/sms

− Silent roamer (mainly WiFi)

Colin − On a student plan in a competitor network

Mike – Prepaid SIM

– No visibility on demographics

– Plan: recurrent bundle of 500MBs data, 500 minutes, 500 SMS

– Occasionally exceeds data allowance

George – SOHO account

– Plan: bundle of 5 GB data, unlimited nat’l voice/sms

– Never exceeds data allowance

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Jessica − On the same account as Debra

− Plan: bundle of 1 GB data, unlimited nat’l voice/sms

− Regularly exceeds data allowance

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Debra

Jessica

George

Mike

Colin

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Top-up stimulation offers

Mobile data dongle Cloud storage

Standard roaming package Extra SIM for a tablet

Bridge data bundle Data bundle upsell

…and what can it offer them?

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Debra

Jessica

George

Mike

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Utilizing big data analytics

Data Available Customer attributes, XDRs, DPI, device, location, data bundle utilization, point of sale, invoice, top-ups, etc…

Insights Correlations, relationships, patterns, habits

Correlations – social circles, families, SMBs

Patterns of use – profile enrichment Interests Gender and age groups Influencers (new offers, retention) Needs and communication habits as

individuals and as a group/segment

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What can big data analytics reveal about the Williams family?

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Family Circles

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What can big data analytics reveal about the Williams family?

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Age Group (8-13)

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What can big data analytics reveal about the Williams family?

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Gender

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What can big data analytics reveal about the Williams family?

Interests

Family Circles

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Age

Gender

Devices

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What can big data analytics reveal about the Williams family?

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Now what can we offer them?

Shared, multi-device, data family plan

Acquisition campaign – add another family member

Migration of prepaid to post-paid

Special data roaming rates

Device upgrade supporting LTE *

Promotions on a special occasion to a sports event

1 month free offer for a Mobile HDTV sports pack

* “Apple to be the most desired brand among American teenagers” (Piper Jaffray’s 25th bi-annual teen survey)

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Let’s zoom out to a full customer base family analysis

Tethering and multi-device usage

Correlation between # data users and family ARPU/Usage

Families data usage characteristics

Family size distribution

Influencers

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cVidya Enrich – Your Guided Path to Actionable Insights

Self-service environment for Telecom marketers

Pre-modeled customer data analytics with use cases focusing on different business objectives

Identifies potential target micro-segments for different marketing activities

Impact analysis of potential offers on targeted segments

Combines advanced analytical models, based on machine learning sophisticated algorithms

Greater visibility of meaningful data

THANK YOU! www.cvidya.com

Elan Rosenberg Marketing Analytics Business Development Director

Email: elan.rosenberg@cvidya.com

Mobile: +972.54.561.5661