Turning big data into a big advantage alteryx webinar


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You hear a lot about big data these days, and no industry deals with the volume, velocity and variety of data like the communications industry. But having big data and being able to harness the potential of it are two completely different things.

This webinar will review the market conditions and potential applications for strategic analytics within the communications industry, and describe how service providers can use this insight to:
1) Integrate data from Planning, Operations, and other departments to find hidden opportunities
2) Make faster, more informed network and customer decisions, with the data to back them up
3) Identify new market and service opportunities before their competition
4) Get an intimate understanding of their customers' preferences in order to improve retention rates
5) Drive a measurable improvement in revenue, network performance and operational efficiency

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Turning big data into a big advantage alteryx webinar

  1. 1. Strategic Analytics: Turning Big Data Into a Big Advantage A Light Reading Webinar Sponsored by
  2. 2. Today’s Presenters Ari Banerjee Senior Analyst Heavy Reading Bob Laurent Communications Industry Marketing Manager Alteryx
  3. 3. OPERATOR PAIN POINTS• Looking for customer profitability analysis• Trying to avoid fraud and revenue leakage• Need for real-time customer assistance• Inability to optimize network resources and offload traffic• Need for integration of various systems and devices• Data silos are too spread out• Lack of information about customers• Must have better forecasting for new product rollouts
  4. 4. What do Operator’s want? On a scale of 1 to 5, where 5 is "a huge problem" and 1 is "not a problem at all," please rate the following competitive challenges for your company. (Data cut by Wireless Operators) Unable to convert huge amount of data into real-time actionable 3.89 insight Slow time to market with product launches and changes to plans 3.82 Inability to provide real-time upsell of services 3.82 Inability to provide customers with self-controlled spending limits 3.55 Top 3 Inability to provide creative charging packaging for advanced data 3.54 competitiv services e challenges Inability to provide creative package bundles 3.5 for wireless Inability to provide effective loyalty programs 3.46 operatorsInability to allow customers to change their service plan themselves 3.05 Source: Heavy Reading, 2011 (n=60) 2.5 2.75 3 3.25 3.5 3.75 4 • Service providers surveyed feel that the inability to convert huge amounts of data into real-time actionable insight is one of the leading reasons for competitive challenges • The second leading reason is slow time to market with product launches and change to plans followed by the inability to provide real-time upsell of services
  5. 5. Key reasons why offers and promotions are difficult to implement What are the key reasons why offers and promotions are difficult to implement in your current environment across data and non-data services? (Please choose all that apply) Disparate product catalogs 30.0% 16.7% 60.0% 33.3% 37.5% Siloed billing platforms 20.0% 66.7% 60.0% 44.4% 50.0% Lack of single place for charging and QoS rule management 50.0% 41.7% 60.0% 44.4% 62.5%Existing BSS systems lack real-time transaction management ability 60.0% 33.3% 40.0% 88.9% 50.0% Lack of unified view of subscribers and their services 40.0% 41.7% 80.0% 77.8% 50.0% Lack of unified offer management capability 70.0% 58.3% 60.0% 44.4% 75.0% 0% 50% 100% 150% 200% 250% 300% 350% APAC NAR South America Europe MEASource: Heavy Reading, 2011 (n=60)  CSPs clearly feel that the lack of a unified offer management capacity and lack of unified view of subscribers are the key reasons why offers and promotions are difficult to implement
  6. 6. Integrating Data Sources Continue to Challenge CSPs What are the top 3 operational challenges that are a priority?• Operators, regardless of type Top 3 operation challenges select integrating data sources as their #1 challenge Ability to integrate all necessary data 2.75 sources• Removing IT from the process of developing reports is still a critical Ability to create ad-hoc reports for business stumbling block, business users users 2.4 must be able to create themselves Availability of advanced analytics 2.2• CSPs still have operational capabilities stumbling blocks to being smarter about the business Meeting batch window for data 1.8 consolidation and loading• Operators struggle to understand the impact of operational issues across wireline, wireless and Meeting batch window for standard reports 1.55 cable as well as across specific products N = 50 0 0.5 1 1.5 2 2.5 3 Source: Heavy Reading, 2011
  7. 7. Advanced analytics overarching architecture for service providers 6
  8. 8. Holistic integration of Data critical for efficiency & optimum customer experience What benefits do you think you’ll obtain by integrating data from diverse sources? (Select up to three answers by indicating 1, 2 and 3 according to priority, with 1 being the most important and 3 being least)120100 4.8% 33.3% 36.4% 80 42.9% 50% 69.2% 60 100% 31.8% 44.4% 40 16.7% 52.4% 20 31.8% 30.8% 33.3% 22.2% 0 Up-sell services Enhance experience Optimize network Better SLA management Prevent leakage/fraud Pre-emptive assurance Least important Important Most Important Source: Heavy Reading, 2010
  9. 9. Different Approaches to Analytics• Mapping (GIS) tools• Visualization tools• Traditional BI and analytics tools• Data warehouse solutions• Strategic analytics tools
  10. 10. What are the Most Strategic CSP Decisions? Strategic Planning: Engineering: is our LTE which markets should network where our we expand service to? best customers travel? Marketing: what new Operations: how do we services would raise minimize network our strategic value? outages and truck rolls? CEO: how do I evaluate Customer Care: another carrier’s how do we reduce footprint for M&A? customer churn? Expanding your business with Driving more revenue from your confidence existing network© 2012 Alteryx, Inc. Confidential. 9
  11. 11. Strategic Decisions Require Data Product Customer Revenue Local Network Network Element Mgmt. Mgmt. Mgmt. Data Planning Operations Mgmt. Business Support Systems (BSS) Operational Support Systems (OSS) • Product/service availability • Equipment inventory • Product/service pricing • Facility assignment • Marketing promotions/discounts • Capacity planning • Store locations • Service order entry/activation • Partner management • Wireless coverage • Customer service history • Call detail records (CDR) • Customer care history • Service availability/SLAs • Customer-facing IT infrastructure • Equipment provisioning • Billing records • Equipment monitoring/alarms • Etc, etc, etc. • Etc, etc, etc.© 2012 Alteryx, Inc. Confidential. 10
  12. 12. …But, We Live in a World of BIG DATA Product Customer Revenue Local Network Network Element Mgmt. Mgmt. Mgmt. Data Planning Operations Mgmt. Business Support Systems (BSS) Operational Support Systems (OSS) Device Generated Data Cloud Applications Social Media© 2012 Alteryx, Inc. Confidential. 11
  13. 13. Recap: Top 3 operation challenges for a CSP And, connecting users with the data they need is a significant challenge N = 50 Source: Heavy Reading, 2011© 2012 Alteryx, Inc. Confidential. 12
  14. 14. Full Spectrum of Packaged MarketEnterprise Data & Customer Data Enrich Integrate Analyze Share Integrate massive Use Put strategic insight and volumes of analytical, spatial, and analytic applications in disparate data predictive tools to the hands of decision generate network and makers customer insight © 2012 Alteryx, Inc. Confidential. 13
  15. 15. Strategic Analytics: Applications in Many Industries Marketing Modelg & Cable/ Data Service Restaurants Technology Broadband Consulting Retail Consulting Telecom Consulting Media Providers Analytics Modling & Consumer Modling & Data Real Estate Products Government Technology Financial Consulting Auto Consulting Other Analytics Analytics© 2012 Alteryx, Inc. Confidential. 14
  16. 16. Application: Subscriber Churn Mitigation FACT: Do the math… Wireless service demand is saturated with 99.3% expected Assume Subscriber Base = 10 million by 2013 Churn Rate = 4.0% per quarter FACT: 400,000 subscribers are leaving every quarter 3% to 5% of the wireless @ $50.85 per month: industry’s 302 million subs Revenue loss per quarter = $40.68 million switch carriers every quarter FACT: With similar churn rates, the compounded loss is: Average revenue per user Loss in One Year: 1.6M subscribers = $529 million (ARPU) is $50.85 Loss in Two Years: 3.2M subscribers = $2.03 billion If you can lower your churn rate by even 0.1% (to 3.9%): Savings in One Year: 40,000 subscribers retained = $13.2 million Savings in Two Years: 80,000 subscribers retained = $50.8 million© 2012 Alteryx, Inc. Confidential. 15
  17. 17. Many Variables impact a Customer’s Experience Billing Tower Locations Customer Care Store Locations Contract Details Usage Data Device Details Demographics© 2012 Alteryx, Inc. Confidential. 16
  18. 18. Customer Experience Management programs can drive a significant reduction in churn Billing Tower Locations Customer Care Store Locations Contract Details Usage Data Device Details Demographics© 2012 Alteryx, Inc. Confidential. 17
  19. 19. Application: Capital Budget Optimization FACT: FTTH deployment cost = $1,704 (average) per HH© 2012 Alteryx, Inc. Confidential. 18
  20. 20. Application: Capital Budget Optimization FACT: It’s hard to build a business case for infrastructure upgrades in rural America, which makes the “Digital Divide” even wider© 2012 Alteryx, Inc. Confidential. 19
  21. 21. Prioritize Markets by Revenue Potential Optimal DMAs© 2012 Alteryx, Inc. Confidential. 20
  22. 22. Predict ROI of Network Upgrades Combine RF planning data Then, overlay demographics and CDR data to with actual drive test data identify high-value customers and prospects© 2012 Alteryx, Inc. Confidential. 21
  23. 23. Other Applications: Competitive Engineering Set-top Box Threat System Analysis Analysis Integration Compare competitive broadband Determine program viewing Combine data from legacy and availability with voice and data preferences by household: next-generation OSS platforms: service terminations: • Enable highly-targeted • Unify facility utilization • Find voice customers ready to advertising options reporting across all services “cut the cord” • Set true advertising rates • Get a real-time view of • Create segmented win-back/ • Utilize demographics to service availability retention campaigns with find similar households • Immediately determine targeted messaging impacted customers during • Increase your strategic • Monitor social media value to advertisers network outages conversations© 2012 Alteryx, Inc. Confidential. 22
  24. 24. Strategic Analytics can also drive Operational Efficiency Previous New Processing Process Hours Processing Processing Time (hh:mm) Gained Time Time Improvement Rate Center Process 120:00 1:33 118:27 99% Marketing Zip Code Process 160:00 1:12 158:48 99% Collateral Map Process 120:00 8:11 111:49 93% Roaming Partner Selection Process 40:00 0:30 39:30 99% FCC Form 477 Report Process 20:00 1:00 19:00 95% Market Map Process 80:00 8:00 72:00 90% 540:00 20:25 519:34 97% 67.5 days 2.5 days 65 days After implementing strategic analytics, U.S. Cellular achieved a 97% reduction in the time to achieve analytic output. They also deferred adding new headcount to their department due to efficiency gains.© 2012 Alteryx, Inc. Confidential. 23
  25. 25. Summary Consider: • Communications Service Providers • 330 million wireless subscribers in the U.S. handle the Volume, Velocity and • collectively send 2.30 trillion text messages Variety of Big Data in all aspects • spend 2.29 trillion minutes talking (CTIA) of their operations Call detail records (CDR) are collected in real time about all aspects of a call, and are retained for up to year (sometimes longer) • Strategic Analytics solves the problem of connecting users with internal and external data • Today’s analytics tools have evolved to include advanced spatial and predictive capabilities that GIS tools and dashboard products can’t match • Strategic Analytics drives faster and more confident network and customer decisions to help you gain a competitive advantage© 2012 Alteryx, Inc. Confidential. 24
  26. 26. To Learn more about Strategic Analytics www.alteryx.com Heavy Reading White Paper @alteryx The Advantage of Analytics in the Communications Industry© 2012 Alteryx, Inc. Confidential. 25
  27. 27. Benefits of Strategic Analytics for YOUR market Wireless Solution Brief Wireline Solution Brief Cable Solution Brief Prioritizing 4G Gaining a Competitive Leveraging your Data to Network Investments Advantage in a Dynamic Become a Strategic Communications Market Network Partner© 2012 Alteryx, Inc. Confidential. 26
  28. 28. Try Alteryx FREE for 30 days Download a Free Trial© 2012 Alteryx, Inc. Confidential. 27
  29. 29. Inspire 2013: Seize the Power of Strategic Analytics March 5-7, 2013 Phoenix Sheraton Downtown Hotel Learn More! www.alteryx.com/inspire “Overall the best single company sponsored conference Ive ever attended.” ─Antoinette Bowen, Sr. Marketing Manager, AT&T Wireless© 2012 Alteryx, Inc. Confidential. 28
  30. 30. Q&A Session Ari Banerjee Senior Analyst Heavy Reading Bob Laurent Communications Industry Marketing Manager Alteryx
  31. 31. Thank you for attending!Replay of the Webinar:http://www.lightreading.com/webinar.asp?webinar_id=30043&webinar_promo=28454Upcoming Light Reading Webinarswww.lightreading.com/webinars.asp
  32. 32. Key Terms• Big Data • Alteryx• Big Data Analytics • Heavy Reading• Big Data Analysis • Light Reading• Humanizing Big Data • Bob Laurent• Strategic Analytics • Ari Banerjee• Predictive Analytics • Customer Experience Management• Data Scientist • Churn Analysis• Data Artisan • Churn Analytics• Data Analyst • Competitive Threat Analysis• Big Data Gap • Set Top Box Analysis• Unstructured data • Engineering System Integration• Analytics Platform • Capital Budget Optimization• Unstructured Data • Operational Efficiency