In today’s data intensive world of communications, the social media networks, connected devices, customer behaviours, government portals, call data records and billing information etc. produce a huge amount of data. It is challenging for telecom operators to deal with this surge in data volumes. However this challenge can be transformed into an opportunity with efficiently utilising big data and big data analytics techniques.
The massive amount of data when captured wisely and analysed professionally can reveal powerful insights. Big data and advanced analytics provide telcos with the tools and techniques to harness and integrate new sources and new types of data in larger volumes and in real-time.
Data analytics can help operators enhance the overall value of their business in regards to service optimization, customer satisfaction and revenues. Let’s take a look at which cases telcos benefit big data analytics the most:
Enhanced Customer Insights
With the help of big data analytics capabilities, telcos can turn an enormous structured and unstructured data into actionable customer insights. The big data that customers generate, with the right analytics, enables telcos to develop enriched 360 customer profiles, establish customer-centric KPIs and develop more targeted offers.
Thanks to advanced data architectures, operators can also store new types of data, retain that data longer, and join diverse datasets together to gain new insights. Let’s see which components of customer data are taken into consideration in order for telcos to reach meaningful customer insights:
Customer Information Data: Customer ID, MSISDN, demographic, services used, spending pattern, usage plan
Device Data: Brand, model, series, applications, technology used, device history
Usage Data: CDR, average revenue, VAS (value added services), mobile Internet usage information (URLs, time spent, content type, downloads)
Location Data: current location, most visited location, roaming data, location services usage etc.
Source: Digital Doughnut