This presentation discusses Comlinkdata's big data and analytics business which provides real-time market data and analysis on customer buying behaviors for the telecommunications industry. It collects switching data from wireless carriers to track customer loyalty over time as industry practices like device subsidies and contracts have changed. The presentation outlines Comlinkdata's history and product development, data sources and flow, examples of analytics and business cases measuring carrier retention and customer responses to industry events. It concludes by noting challenges in keeping up with the expanding connected ecosystem and changing customer behaviors.

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Solving Real Business Problems with
Big Data: Measuring Customer Loyalty
in the Connected World

2. Real Time Market Data & Analysis for the Telecom Industry
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Who is Comlinkdata?
We’re solving
real business
problems using
big data and
analytics
A leading provider
of real-time market
data on the buying
behaviors of
communications
customers.
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3. Real Time Market Data & Analysis for the Telecom Industry
3
Building A Big Data Business
Founded
Comniscient
Technologies
Core
Switching
Methodology
Developed
Initial data
visualization
and
validation
Correlation
and testing
against
public data
Market
testing and
beta
customers
Core product
team hired.
Launched
Comlinkdata
brand.
SaaS
Platform
general
availability
Key renewals
fueled by 2nd
SaaS offering
MarketVision
Launched U.S.
wireline
platform
Release
date for
Voice of
Customer
platform
Roll out
MarketVision
for wireline
Launch Canada
product
Launch
connected
consumer
branding
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4. Real Time Market Data & Analysis for the Telecom Industry
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So what’s the business problem?
• Which service providers
own each individual
relationship?
• Which customers are
most valuable and where
can I find them?
• Which acquisition and
retention campaigns are
most effective?
• How well are my
competitors performing?

5. Real Time Market Data & Analysis for the Telecom Industry
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We’ve started with the relationship that
matters most currently
Customer and their
wireless service provider

6. Real Time Market Data & Analysis for the Telecom Industry
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The days of loyalty are fleeting.
• No contract plans
• BYOD offers
• Early termination fee payouts
• Competitive new & current customer offers
• No exclusive devices
• Standalone OTT offers

7. Real Time Market Data & Analysis for the Telecom Industry
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The “Who,” “When” & “Where”
Real-time Switching Data
50,000+ transactions per day
18MM+ transactions per year
3 Terabytes of Disk Space
4 years of data and growing

8. Real Time Market Data & Analysis for the Telecom Industry
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To understand why, we source
supplementary data
Real-time Telecom
Switching Data
Advertising Spend
Direct Mail Volume
Device Portfolio Coverage/Speeds
Social Media
Marketing Events
Distribution
Demographics

9. Real Time Market Data & Analysis for the Telecom Industry
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The real value is in the “why”
Our Marketing Events
database notes that
Sprint ran a promotion
for MVNO Boost Mobile
where it offered $100 to
switch, but suspended
the promotion between
June 30 and July 31.

10. Real Time Market Data & Analysis for the Telecom Industry
10 Data Flow
S
3
SQL Server
EC2
Job
Scheduler
Application
Servers
EC2

11. Real Time Market Data & Analysis for the Telecom Industry
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Data flow timeline

12. Real Time Market Data & Analysis for the Telecom Industry
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Data-Powered Products
Our products must be
highly customizable to
work appropriately for
the different types of
clients we have

13. Real Time Market Data & Analysis for the Telecom Industry
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Front end framework
Java Servlets API
1. Parse queries
2. Fetch data
3. Construct JSON
Service Layer
Web Application
Javascript, HTML5,
CSS3
jQuery, AngularJS, D3.js,
Twitter Bootstrap, Font
Awesome
Front End

14. Real Time Market Data & Analysis for the Telecom Industry
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Business case: Measuring
retention of most loyal customers
Recently, Sprint has done a better job at holding onto
high-value customers, but AT&T has been losing their
most loyal at a higher rate.

15. Real Time Market Data & Analysis for the Telecom Industry
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VOC Data Flow

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VOC Data Vendor Timeline

17. Real Time Market Data & Analysis for the Telecom Industry
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VOC Business Case: Measuring
loyalty during outrage
In June 2013, the press revealed that Verizon had provided the
NSA with millions of phone records. Twitter outrage ensued.

18. Real Time Market Data & Analysis for the Telecom Industry
18 Nearly 60% of Tweeters who mentioned
leaving their carrier on 6/6/13 cited leaving
Verizon, but we saw no effect on loss share.

19. Real Time Market Data & Analysis for the Telecom Industry
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What challenges lie ahead?
As the ecosystem of connected devices expands, the subscriber
/service provider relationship will become more valuable and more
difficult to understand
Finding the right additional data sources to expand our product
capabilities
Increasing volatility in the industry will make buying behavior
attributions more challenging
With long-tenured customers proving to be increasingly vulnerable,
we may need to redefine high-value, low-value and loyalty.