The document discusses proposed information models and architectures for delivering agile and impactful business intelligence at Mobilink Pakistan. It describes a top-down user-centered approach to building contextual and predictive information models based on user requirements. Key elements include a presentation layer for visualization, a semantic data layer to correlate data to business objects, and a data warehouse infrastructure. Specific information models are proposed for sales, IN swap and VAS products, postpaid customers, and more to provide the right information from various data sources. The goal is to transform the customer experience through better insights.

1. Information Models
Delivering agile, high impact BI
Ehtisham Rao, Director BI/Billing
Mobilink, Pakistan

8. Business group or
Next level of improvement? The BICC to be formed
to lead business
Information initiative.
side Models
user layer Top Down Approach; User centered
information Models built on context and
- User Driven
objective driven requirements - Contextual
- Predictive Analytics
Visualization
PRESENTATION LAYER Rules
Context Maps
Sales Segments Customer MCOM/
Care Others…
Controlled
User Vocabulary
Business
VOMS
Semantic data layer Rules
Formalization
BI Layer Postpaid Revenue Analytics
Contextualize
Daily / ADSs for Data POS/RI Mediation
Monthly Mining (eFiCs) Data
Aggregates
Data Layer/ DWH Billing/
Charging
CRM / Sales VOMS Other Source
Systems
CDR

9. A look at the proposed Architecture
User defined information Architecture (terms,
dimensions, relevance, context)
Models target ‘organizational’ dimensions to enable
atomic contexts and rules
Semantic layer allows data to business object
correlation, sanity checks, rules and visualization
VAS IM Postpaid IM Products IM Analytics Sales IM
Data Warehouse Architecture
Data Warehouse Infrastructure (ETL & Sourcing) What information to source?
Which system to source it from?
What Rules to apply?
Business /ETL Rules

10. User Experience Design
is the key

11. The top down design
approach

12. Mental Model
Alignment
Mental model with
above the line design
grouping user tasks
into conceptual
groups
Semantic data model
broken down into
business data objects

13. The UXD Deliverables

15. Case- sales information model

17. Daily KPI
Daily Sales comparison at
Volumes Nationwide View National and
Regional Level
buying power of Variance from Retailer class
customers based on previous week measures their
recharge sales in the selling potential
past week

18. Summary Ticker
Regional View
Market float
quantitative Regional Sales indicates the stock
KPIs. available in the
Volumes
market.
Hourly sales
Regions MTD Weekly Journey Top 60 Franchises
trends for
achievement with Plan compliance. Nationwide by
regional demand Region.
respect to targets
pockets

20. Visible improvement

22. Some tips …

23. IN Swap & VAS information model
Scope
 Like for like information SWAP A Subscriber level
 Migration of existing IN feature set to attributes
IN Swap new IN
 Scalable subscriber based pricing
Convergent information architecture
capability
Subscriber
Package
Feature
Scope
 Product based information model UC
 Designed to measure product
VAS/Product Discount
revenues, uptakes with respect to
Model location and subscriber level profiling
 To be launched in sync with IN Swap B
(followed by the swap) Product views

24. Postpaid information model
Scope
 Postpaid customer lifecycle (near real time)
 Product information visibility (near real time)
 Hierarchical reporting capability C P Print process
 Credit management reporting including Age debt and blocking C P Billing Multi Channel C
 Enterprise level reporting on KPIs Rating Rating
 Operational efficiencies and data quality for billing P
Event Format Billing
Mediation
Customer experience transformation through better
credit management and proactive provisioning.

25. Thank you.
I’d love to take your questions.
Twitter: @erao
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