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Contextual Intelligence 4 Telco with Colin

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  • 1. Bringing Contextual Intelligence for Telco (CIQ4T) Management World 20121
  • 2. Hello, my name is COlin. I‘m your guide through the story about Contextual Intelligence for Telco - CIQ4T.2
  • 3. Contextual Intelligence is • the ability to understand the uniqueness of a person and/or circumstance and • convert that understanding into an opportunity.3
  • 4. Comptel‘s solutions are built on an event – analysis – action strategic framework that leverages the company‘s strengths in • event data processing, • advanced predictive analytics and • action-taking directly onto the network and/or person.4
  • 5. Comptel can help its customers, communications service providers (CSPs), get closer to their customers—fellows like me! The company brings contextual intelligence to telecommunications, calling it CIQ4T. It helps make data beautiful—what a cool concept!5
  • 6. Q: Would you appreciate your mobileYou know what? Nearly one in five of operator being more interactive with youmy friends said that they would be based on how you use its services?willing to pay more than five Source:pounds, euros or dollars extra Vanson Bourne January 2012monthly for faster download rates.Talk to us please to monetise this!6
  • 7. Imagine a CSP with 10m customersYou know what? Q: Would you appreciate your mobilewith 10% of ‗Colin-alikes‘ asNearly one in five of my friends said operator being more interactive with youcustomers. 10m be willing x paythat they would x 10% x 5£ to 12. I got based on how you use its services?60m per five How much wouldmore£than year.pounds, euros or you Source: Vanson Bourneget? Or extra monthly for fasterdollars think of the following top-up January 2012optimisation use case, a greatdownload rates. Talk to me please toexample this!monetizeof contextual intelligence!7
  • 8. Background Location: MEACase study: Pre-paid Top-up Optimisation ARPU: Pre-paid: 13€ 80% Mobile subs: 15 million Churn rate: 1.5% monthly Campaigns: Monthly Target group: 1 million Before Social Links Sub-optimal revenue from Top-up recharge rewards always fixed, No analytics used for prepaid top-up campaigns e.g., 5% of the required action optimising top-up offers Solution ―Top-up 15€ now, Identify those likely to respond positively get 2€ extra!‖ + Tailor personalised required actions Individual offer to all + subscribers Tailor personalised top-up rewards Results Net revenue from single campaign 400,000€ more revenue from a campaign vs. status quo Million € Threefold improvement on operator’s own method
  • 9. Let‘s have a look at the way advanced predictive analytics makes CIQ4T real and results in happier customers like me!9
  • 10. I asked Comptel‘s mathematicians if and how could CSPs improve the situation. I would be Customer willing to pay more for makes the better services, but how Subscriber service usage pattern decision to churn for would CSPs know that various of reasons before I said something? This is what they told me. Customer churns Time10
  • 11. Difference between Predictive method predictive modelling and Analytical algorithm predicts, rule-based methods based on 1000+ individual and social variables, who is in risk of churning before the individual has Customer makes Subscriber service usage pattern made the decision to churn the decision to Rule-based method churn for various Human configured rule of reasons indicates that customer is about to churn due to declining service usage pattern Rule-based method Operator can act, but the prevention does not have Customer the desired effect churns Time11
  • 12. Predictive Modelling Provides Unique Insights into Future Customer Behaviour Difference between Predictive method predictive modelling and Analytical algorithm predicts, rule-based methods based on 1000+ individual and social variables, who is in risk of Customer churning before the individual has makes the Subscriber service usage pattern made the decision to churn decision to Rule-based method churn for Human configured rule various of indicates that customer is reasons about to churn due to declining service usage pattern Predictive method Rule-based method Operator can act before Operator can act, but the the decision to churn is prevention does not have Customer made the desired effect churns Time12
  • 13. Predictive Model Creation and Application Model creation • Fitting a predictive model on a data set where the target variable (for example churn, product uptake or campaign outcome) is known - in past data Predictive Model Creation and Application Historical training data Social Links model fitting Predictive model Model application • Applying a predictive model on the most recent data to predict the value of the target variable in the future Predictive model Most recent Social Links model application Predicted scores data13
  • 14. One size doesn‘t fit all, but how can CSPs know what fits each person? Don‘t worry—Comptel can help. Marketing insight Demographics prediction Quadplay service upsell New service launch optimisation Discovering ? Male Optimising individual Identification of characteristics service portfolio early-adopters of of prepaid offering for each new technologies, customers customer and and the optimal 30 years with no known Prepaid discovery of optimal launch offer old identify customer way to approach them Revenue stimulation and churn management Proactive churn prevention Prepaid top-up stimulation Port-out destination prediction Step 1: Predicting churners before ―Top-up 15€ Prediction of Competitor 1 the decision to churn is made now, get competitor 2€ extra!‖ port-out destination Competitor 2 Step 2: Customers engaged with for postpaid Prepaid revenue optimisation from top-up personalized “stay-with-us” offers customers campaigns by individual offer to all subscribers Competitor 3 Contextual customer engagement Zero day customer value prediction Contextual prepaid top-up stimulation Service usage based marketing After 60 days Step 1: Step 2: Triggering offers Predicting new Saldo query Offer triggered based on customers‟ future High value customer‟s data ―Need more value with „day zero‟ input data and IN balance? Top- usage and current needs Mid value up 15€ now!‖ engaging them in “Do you currently have slow connection? Turbo optimal way Prepaid top-up offers send at optimal time to Low value ensure best possible take-up rate boost now to receive more bandwidth!”14
  • 15. Key CIQ4T Use Cases Marketing insight Demographics prediction Quadplay service upsell New service launch optimisation Discovering ? Male Optimising individual Identification of characteristics service portfolio early-adopters of of prepaid offering for each new technologies, customers customer and and the optimal 30 years with no known Prepaid discovery of optimal launch offer old identify customer way to approach them Revenue stimulation and churn management Proactive churn prevention Prepaid top-up stimulation Port-out destination prediction Step 1: Predicting churners before ―Top-up 15€ Prediction of Competitor 1 the decision to churn is made now, get competitor 2€ extra!‖ port-out destination Competitor 2 Step 2: Customers engaged with for postpaid Prepaid revenue optimisation from top-up personalized “stay-with-us” offers customers campaigns by individual offer to all subscribers Competitor 3 Contextual customer engagement Zero day customer value prediction Contextual prepaid top-up stimulation Service usage based marketing After 60 days Step 1: Step 2: Triggering offers Predicting new Saldo query Offer triggered based on customers‟ future High value customer‟s data ―Need more value with „day zero‟ input data and IN balance? Top- usage and current needs Mid value up 15€ now!‖ engaging them in “Do you currently have slow connection? Turbo optimal way Prepaid top-up offers send at optimal time to Low value ensure best possible take-up rate boost now to receive more bandwidth!”15
  • 16. Let‘s have a look at another example of how Comptel can help CSPs apply contextual intelligence to help improve their customers‘ lifetime value.16
  • 17. Background Location: APACCase Study: Zero-/One-Day Prediction of ARPU: Pre-paid: 8€ 47% New Pre-Paid Customer Value Mobile subs: 4.3 million Churn rate: 3-4% monthly Before Social Links No insight on new Sub-optimal retention campaigns Reactive and slow subscriber potential value based on flawed future predictions campaign intelligence Solution High value after 60 days Prediction of new customer future value after 60 days with only 1 Mid range after 60 days day input data New customer Low value after 60 days Results Project delivered in 6 weeks 80-90 % correctly after receiving the data predicted future value for Superb results by utilising the target group! nearly 1000 variables
  • 18. CIQ4T helps CSPs get closer to their customers at the right time and with the right action.18
  • 19. It provides improved results from automated actions driven by analytics.19
  • 20. CIQ4T in the nutshell: It involves contextual intelligence, • Provides with improved results from predictive analytics and multiple • Helps CSPs get closer to their automated actions driven by touchpoints, deals with large volumes customerswhen the contextand analytics - when the time is just of data and isright action are operational through right automated actions.20
  • 21. CIQ4T embodies the event – analysis – action strategy through Comptel‘s Customer Engagement Solutions. The concept is always business use case-driven.21
  • 22. Thank you! Let‘s talk about how Comptel can help make your data beautiful!22

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