Operationalizing Location Data and Data Science to Gain a Competitive Edge in Telecommunications
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With ever growing demand and competition in the telecommunications sector, companies are looking for new ways to drive business, over deliver on customer satisfaction and optimize subscriber revenue. The increasing availability of location-based data plus the growing capabilities of AI/ML, provide an optimal opportunity for companies to capitalize on location-based data science for a competitive edge. However, across the board, companies are challenged with finding an effective strategy for organizing, consistently enriching, and analyzing location data across the enterprise. This challenge produces a variety of issues that can be summarized as follows: Insufficient Data Time + Risk + Inefficiency As a result, companies are experiencing a wide variety of challenges including: - Lack of reliable, robust 3rd party data - Inability to easily capture and understand rapid changes in properties, businesses and geo-characteristics that impact new subscriber conversions, cross-sell, and serviceability - Difficultly in easily joining internal datasets with 3rd party data for enhanced analytics - De-centralized repositories of data complicate compliance with both GDPR and CCPA to ensure privacy standards are met - Need for consistent data sources to drive data science and analytics - Challenges using geospatial data in data science driven projects due to a lack of experience with their unique and complex data types Learn how clients are developing data analytics strategies to enable the widespread consumption of location data to solve customer acquisition, customer satisfaction, and network optimization challenges. In this webinar, you will learn more about: - Strategies to easily organize and enrich your data from a location perspective - Use cases for the application of data science and location to solve common challenges in the Telecommunications Sector - Demonstrations of methods for making location data an actionable part of your customer lifecycle journey
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Operationalizing Location Data and Data Science to Gain a Competitive Edge in Telecommunications
- 1. Operationalizing Location Data and Data Science to Gain a Competitive Edge in Telecommunications Tim McKenzie & Brandy Freitas | Precisely
- 2. Housekeeping Webinar Audio • Today’s webinar audio is streamed through your computer speakers • If you need technical assistance with the web interface or audio, please reach out to us using the Q&A box Questions Welcome • Submit your questions at any time during the presentation using the Q&A box Recording and slides • This webinar is being recorded. You will receive an email following the webinar with a link to the recording and slides
- 3. Modern Networks Demand Location, Location, Location INCREASED DENSITY
- 4. has never mattered more. Where to place micro and macro networks and rationalizing network investment
- 5. Operationalizing Location Data and Data Science to Gain a Competitive Edge in Telecommunications Are you building in the right place? Are you marketing to and servicing the right people? Are you delivering the promised service?
- 7. Superior understanding of your customers helps you to identify and engage ideal customers and prospects, learn their behaviors, in the places that matter to them
- 8. Location data prep slows data science Forbes, Mar 23, 2016 “Cleaning Big Data: Most Time-Consuming, Least Enjoyable Data Science Task, Survey Says” 3% 60% 19% 9% 4% 5% What data scientists spend the most time doing Building data sets Cleaning and organizing data Collecting data sets Mining data for patterns Refining algorithms Other Data preparation accounts for about 80% of the work of data scientists
- 9. Geospatial Data is Growing at a Rapid Pace Aerial Imagery Every inch of the planet imaged daily Building Footprint Available for 100M+ US properties Property Attributes Available across 3000 US counties People Data Thousands of Demographic Attributes Device Data 29 billion connected devices forecasted by 2022 Traffic 88% of new cars enabled by 2025
- 10. Messy Data => Time + Risk + Inefficiency • Location is Complex: Addresses, Lat/Long, Shapes, Lines, Formats • Data Scientists are not typically used to these data types • Difficult to join different Formats and Data Types with accuracy • Lack of Reliable, Robust 3rd party data • The availability and quality of data varies greatly country-to-country • Time to evaluate data is onerous • Rapid Changes in properties, businesses and geo-characteristics • Keeping a consistent, updated record is crucial for business decisions • Computationally Intense to Join and Enrich Spatial Data at Scale • Enriching and adding variables from spatial data is critical, but highly time consuming “For every minute spent in organizing, an hour is earned.” -Benjamin Franklin Inventor, Statesman, Insurer
- 11. A location-centric approach to MDM puts network providers in control. 03. Analyze Apply Data Science at scale to gain a competitive advantage. 02. Enrich Leverage trusted ID to join massive amounts of your own and 3rd party data sources . 01. Organize Assign a trusted ID that is unique and persistent to each address.
- 12. Business Locations Location Risk Data Consumer Demographics Property Attributes Admin Boundaries Building Footprints Add your data to analytics PreciselyID Device IDs Signal Strength Predicted Coverage Competitive Fiber Data Consumption by Device Average Monthly Bill
- 13. Questions?
- 14. Thank you
Editor's Notes
- There are two reasons for this. The first is technical. The wavelengths that operate as part of the 5G specification, especially in the ultra-dense 30-100GB range, are more attenuated by physical obstructions. As a result. Microcell placement needs closer proximity between devices in order for 5G to deliver on its expected network speeds. For the millimeter waves in the ultra-dense spectrum, this requires attention to physical realities – building material, distance from cell, knowledge of what people will do with the improved bandwidth, even the weather, as rain can interfere with wave transmission. You’re going to have more frequent handoffs as a result. And each handoff is a potential lost call or delayed signal. ABI Research just noted in their Reality Check on the 2019 Mobile World Congress that “everyone” agrees” that antennas are key to successful 5G deployment. In addition, despite some vendor claims that existing base stations can be upgraded to 5G, it’s far more likely still be deployed as an overlay, as existing stations will still be utilized for 4G. When it comes to getting this all to work, location, knowing where to place a cell and how much bandwidth to supply, will be how Telcos gain a strategic advantage in the new world of 5G. There’s a shift here between writing in the third person to writing in the second person. Why? Two reasons: first, it’s useful in challenger to have a tone that isn’t abstracted, and it’s impossible to talk about the state of the industry entirely in the second person. So state of the industry is third person, impact on person being pitched to is second person. Second, it’s a technique called interpellation – it works by describing the subject position that the writer/speaker/salesperson wants the audience to see itself in. The simplest way of doing it is selective use of second person. I don’t recommend it for a blog post, but it works well as a technique for a pitch or keynote (the latter depends somewhat on audience).
- As a result, the question of where to place towers and how to structure macro and micro cells, and to assign data, has never mattered more. The building of infrastructure, like the laying of fiber optic cable, or the placing of 5G cells, will determine signal strength and separate the products and service that matter from those that don’t. In effect, 5G transforms a tactical issue into a primary strategic concern. If you’re still treating location intelligence as a tactical issue, or as an operational concern, you’re doing 4G thinking in a 5G world.
- Every TELCO is going to be making huge investments in infrastructure. You’re going to make those investments. The question is whether you’re going to make the right ones. The answer to that will depend on three things: are you building in the right place, are you marketing to and servicing the right people, and are you properly provisioning the service? It doesn’t take much to figure out what happens if it goes wrong. You build in the wrong place and a building interferes with your signal, and you lose customers. You don’t understand your audience and how they use their devices, and as a result you don’t have enough bandwidth in the right spot, or you have too much where you don’t need it. You lose money. You provision poorly and waste a 200-300 dollars every time you send a crew out to see why a wireless signal isn’t working inside a home as advertised. You lose customers and money—one service call at a time. Again…the issue with using second person seems accusatory. It’s the wrong tone. I’m happy to turn this over to the wisdom of the committee. I absolutely understand the concern here. On the other hand, rational drowning is the moment in challenger when it pays to be a bit more confrontational.
- If you can take all that information and integrate it together, then you can build a digital twin before you invest in the build-out; you can create a simulation that can validate or modify strategy and inform execution. You can learn, and adapt, without wasting funds on bad builds or the wrong audience.
- [---- Solution / Marketing ----] That superior understanding of your customers helps you identify who to market these new services to, who can afford them, who wants them, even who thinks they need them. It can target growth in areas or populations in IoT or new streaming services. It can look at city zoning, economic development data, school locations, and so much more.
- We have off the shelf data (footprints, POIs, boundaries, etc.) available to quickly enrich your addresses. This is enabled by the pbKey feature within MLD and the fact that we have pbKeys on our enrichment data. Enriched address provide more context and serve as a better starting point for business operations/challenges/analytics/etc. that appear on the right side of this slide. Device IDs Signal strength Predicted coverage Data consumption by device Average monthly bill Competitive fiber