Big Data Drives Change
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A presentation from Gary Zimmerman of Neustar outlining the need for Communications Service Providers to leverage their information assets to improve their business.
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Big Data Drives Change
- 1. © Neustar, Inc.1 Gary Zimmerman Senior Director, Neustar Big Data Drives Change
- 2. We’re All Connected © Neustar, Inc.2
- 3. © Neustar, Inc.3 » Services like Voice and Messaging now provided by Internet Companies » CSPs must differentiate with Strengths • Trust • Quality of Service • Value Over the Top’s Intrusion
- 4. Market Dynamics – Empowering Customers & Enterprises © Neustar, Inc. / Proprietary and Confidential4 Internet Companies Offer: +Personalized (services, ads) +Global delivery - Best effort experience - Privacy (Trust) Customers and Enterprises Want: Anytime, anywhere, any device Personalized (services, ads) Best quality Simplified trust Communications Service Providers Offer: +High quality experience +Trust - Packaged service bundles - Footprint driven
- 5. Your Big Data Advantage © Neustar, Inc.5 High Volume Structured Organized Personally Identifiable Network Device Destination Usage
- 6. Information Advantage © Neustar, Inc.6 Historical Usage Real Time Data Demographics Behavioral Based Data
- 7. Focus on Unique © Neustar, Inc.7 » Trusted » Anonymized » Privacy Protected » Unique » Valuable
- 8. Data Brings Answers © Neustar, Inc.8 Campaigns Customer Service Product Management Retention Network Experience Marketing Experience
- 9. Your Big Data in Action 9
- 10. © Neustar, Inc. / Proprietary and Confidential10 Strategic Techno-adoption Groups Group Index Chart (G2) Affluent Big City Couples (G3) Mature Power Couples (G1) Affluent Tech Families (G7) Young Tech Starters (G4) Suburban Family Followers (G8) Mature Average Tech (G5) Mid Tech Strivers (G9) Young Smartphone Singles (G6) Accomplished Low Tech (G10) Low Tech Seniors (G11) Mature Tech Rejectors Opportunity Innovate Core Strength US HH Penetration Penetration of HHs in the Top 3 LTV Deciles
- 11. What About Streaming Video Content? © Neustar, Inc. / Proprietary and Confidential11 Who: Describe Streaming Video Households using demographics, attitudes and behaviors Where: Find areas with high/low concentrations of streaming video households Impacting: Product, Marketing, Network Resources
- 12. Streaming Video Groups © Neustar, Inc. / Proprietary and Confidential12 US HHs HHs Watch Streaming Video Demographics Group Count Percent Count Percent Penetration Index Average Income Average Age Children Home Owners Urbanicity G9 4,831,573 4.06% 1,744,865 8.73% 36.11% 215 $88,553 39.7 11% 24% 1.8 G4 7,592,354 6.38% 2,217,172 11.10% 29.20% 174 $70,593 34.6 30% 72% 3.3 G2 7,526,397 6.32% 1,910,943 9.57% 25.39% 151 $59,252 40.3 53% 44% 2.8 G1 7,984,432 6.71% 1,995,287 9.99% 24.99% 149 $149,344 44.3 69% 94% 2.9 G5 7,699,172 6.47% 1,889,136 9.46% 24.54% 146 $81,250 36.0 63% 85% 3.0 G7 4,632,180 3.89% 1,034,524 5.18% 22.33% 133 $72,041 35.9 55% 75% 3.3 G3 10,076,076 8.46% 1,941,321 9.72% 19.27% 115 $167,041 53.4 19% 91% 3.1 G8 12,163,682 10.21% 2,000,912 10.02% 16.45% 98 $63,009 46.4 48% 63% 3.4 G6 15,460,806 12.98% 2,047,529 10.25% 13.24% 79 $28,029 43.5 40% 20% 3.5 Everyone Else 41,115,537 34.53% 3,195,595 16.00% 7.77% 46 $64,114 66.3 8% 82% 3.7 Total 119,082,209 100.00% 19,977,284 100.00% 16.78% 100 $69,687 51.2 30% 65% 3.4
- 13. What States © Neustar, Inc. / Proprietary and Confidential13 Darker states have more HHs likely to watch streaming video
- 14. Where Around LA © Neustar, Inc. / Proprietary and Confidential14 Darker areas have more HHs likely to watch streaming video
- 15. Top LA ZIP Codes © Neustar, Inc. / Proprietary and Confidential15 ZIP Code City HHs Penetration Index 90014 Los Angeles 1,139 29.15% 174 90036 Los Angeles 5,470 29.10% 173 90028 Los Angeles 4,581 28.61% 171 90013 Los Angeles 1,519 27.97% 167 90027 Los Angeles 5,984 26.87% 160 90814 Long Beach 2,303 26.52% 158 90010 Los Angeles 809 26.53% 158 90020 Los Angeles 4,668 26.52% 158 91371 Woodland Hills 176 26.35% 157 90012 Los Angeles 3,035 26.13% 156 90401 Santa Monica 1,093 25.77% 154 90094 Los Angeles 782 25.61% 153 90048 Los Angeles 3,140 25.67% 153 90034 Los Angeles 6,793 25.61% 153 90802 Long Beach 5,630 25.65% 153
- 16. © Neustar, Inc. / Proprietary and Confidential16 » Visit entertainment news websites » Far above average internet use » Visit Turner Digital » Bought DVD at Target » Use cell phone for games » Watch Chelsea Lately on E! » Enjoy eating foreign foods » Read Cosmopolitan Behaviors » Younger, Households age under 44 » Hispanics more likely than others » Live in more urban areas » Higher Household income » Liberal political outlook » Expect to change jobs in next 12 months » Want to get to very top of their career Demographics/Attitudes Who is streaming video content
- 17. Three thoughts to conclude © Neustar, Inc.17 » Take Advantage of Your Strengths » Counter Your Weakness » Drive 3% Financial Improvement “The uncreative mind can spot wrong answers, but it takes a very creative mind to spot wrong questions.” - Antony Jay
- 18. Thank you… © Neustar, Inc.18 Your customers matter Neustar delivers the critical insight you need to promote and grow your business, protect your online presence, and perform in an effective and profitable way To find out more, visit us at www.neustar.biz/carrier-services
Editor's Notes
- This trip is an experiment for me. I usually travel with a laptop for most of my connected activity. On my way to Dallas, I used this (show iPad) to do a number of things ....Listened to musicLooked up directions to the event and where to dinner last nightSent a couple of iMessages Read lean startup by Eric RiesRead and responded to emailWorked on this presentationTried to stream a movie, but the airport wifi was too crowded to let that happen And I had to use my smartphone to make a few calls because it's a tablet, not a phablet. But I'll be skyping soon.All of that data went through one or more CSP networks.
- Interactions define customer behaviorAlways connected generationMajority of interactions happen onlineMobile - 326 million, 152 million smartphonesTablets - 22 millionBroadband connections - 82 millionDriving 74 billion MMS2190 billion SMS2300 billion minutes of use5753 billion megabits, 1468 million mobileVideo single largest driverAll of that data went through one or more CSP networks. CSPs have been handling big data for yearsTraditionally focused on monetization instead of analyticsToday I want to invite you to think about that data in a different way
- Now the Ott players are moving into traditional telco revenue streams. This will be accelerated as volte and web-rtc are deployed.
- What do I mean when I say ‘Big Data’?
- Convert those data streams into Information Assets to Help Drive BusinessHistorical Usage - capture behavior patterns to help understand how, when, and where the customers are using your servicesReal time data - add the immediacy of location, presence, and preferences to deliver an even finer view of current optionsPowerful view of the customer as they generate and consume content. Then anonymize, aggregate, and link the data to third party data to get a broader view of the customer. Demographics - a fuller view of like-minded groups of households based on demographic and propensity to buy
- Charlotte Patric of Gartner wrote a market insight paper titled Calculating the value of CSP customer data. Initial she outlined 45 different ways to use data to improve the business. With these implemented, the average CSP could improve financials by 3%. Here are some areas where applying data can be most profitable. Campaigns - next best offer and minutes top offCustomer service - personalized attention, optimized support, self service. Product management - develop better offers, drive higher adoption ratesRetention - look for historical patterns to predict propensity to churn, loyalty programsNetworks - reduce capex high volume destinations and contentMarketing - identify high value or high maintenance customers and manage experiences accordingly.
- Three core segmentsCommon language to describe customer segments
- Notice groups. One group G9 is on our innovate side, could mean more businessThree of our core customers would be interested. Good upswell opportunity.
- Implies where to spend media and advertising dollars
- Implies where offering streaming video had network impacts
- Implies where door to door or direct mail could be effective
- Where to place print and online ads. Commercials.
- Anthony jay British writer and director When you're working your big data, make sure you are asking the right questions.
- Getting closer to your customers is a no brainer.But how do you take the vast amounts of data you have on customer behavior and leverage it into something of value? How can you detect patterns that help you find your best customers? Better still, how can you find more that are just like them?That’s where Neustar can help.