Big Data Analytics

Ecosystem: Do It Better!
Dr. Eyal Felstaine,
Vice President Product Strategy,
CTO office, Amdocs
July 2013
Big Data Monetization in Telecoms:
North America Summit

Opportunity to Know Your Customer Better

Real Time, Predictive, Now based on More Data, from Various Sources

Big Data Analytics

1. Know the user
History & current context

2. Generate insight
Problems identification &
up-sell opportunities, at the
right time
3. Tailor a personalized action !

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Big Data Analytics and its Value for Service

Providers
Volume

Complex methods and technologies aimed at

predicting future behavior and optimal action

+900%
and
growing

1.5
1.0
0.5
0.0

06

07

08

09

10

11

Analytics

Zettabytes

Massive
2.0
amounts of data

Velocity

BI

Descriptive Diagnostic Predictive Prescriptive

What
Why did it
Happened? happen?

Access data & generate

insight from it when its
needed

Analytics

What is
likely to
happen
next?

What should
we do?

Variety
Types
of Data: and
Multiple
formats
text
pictures video
sources of data

tables

structured

Big Data

Big Data analyze large variety and high

volumes at high velocity

Scale up

Scale Out

Capabilities and value for SP

Capabilities and value for SP

unstructured

Sources of Data:
CDR Call Center Web

Network

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Predictive and
prescriptive
Real Time
Personalized
Actionable decisions
Self learning

Scalable
TCO reduction
Enables better analytics:
Long data retention
Real time
Unstructured data
New sources (e.g.,
network)
Operational Efficiency

Telecoms Framework to Big Data Analytics

Business Use Cases

Marketing
Cross/ Up-sell
Churn
Segmentation
Campaign
mgmt.
Buzz & trend
detection
Competition
Retention &
acquisition

Internal

External

Predictive
Insight

Proactive care
RT interactions
Across
channels

optimization
Performance
Mgmt.

Planning
Promotion
Monitoring

Network

Use Cases

NW Planning
NW deployment
NW mgmt.

3rd Party

Finance

Settlements
Identity
Monetization

Fraud Mgmt.
Revenue
assurance
Commission
payments
Credit scoring

Churn score

Expected LTV

Social influence map:

type, size, value

Journey patterns

NW impact

Operation impact

Churn cause
probability map

Product/User
fit map

User context / behavior

journey intent

User future
action

Expected QoS

Financial impact

Data Sources Map

Voice

Data Sources
Twitter

Call reason/s
Customer
sentiment
Feedback &
comments
Improvement
ideas

Credit
history

Facebook

prediction
Predictive Insight

Text

Social

NW

Location

Current Location
Non Traditional Data Sources (examples)
Routine Route
Interaction reason
Feedback
Customer
sentiment
Buzz / trend
detection
User profile
indicators

Internal: calls/SMS
Comm. interaction
history
Interaction map
Buying history
External: Social
networks
Social map &
impact

Service/content
type
Application / site
Device type
Access network
Location &
mobility
Traffic volume

Journey
deviations
Zone occupancy
Zone traversal
Zone anomaly

Government
Stats

Blogs

CDR

Voice

CRM

Emails

Call volume trends

NW

Web Pages

Top/# of complaints

Data
& Descriptive
KPIson subscriptions
User spendItems
trend per app/service
Availability

Top/# of unresolved issues

Grade of service

Call reason history

Structured

Customer
Products &
Operations
mgmt.
services
Workforce
Business Domains
and

Unstructured

ARPU
BSS/OSS Descriptive KPIs
Top N customers
Periodical revenue analysis

Call completion ratio

Network traffic, congestion

Effect of campaign

Customer segmentation

Big Data Analytics Deployment in Telecoms

Care

Marketing

Network

Business Execution,
Optional
Apps/Algorithms

Analytics
Services
API

APIs
Analytics
Platforms (Statistics)

Analytics Platforms

Data Mgmt Platforms

Big Data
Services

Big Data
Platform and Tools

Data Sources

BSS

OSS

Other

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Big Data Analytics Deployment in Telecoms Analytics Use Cases

Care

Marketing

Network

Business Execution,
Optional
Apps/Algorithms

Analytics
Services
API

APIs
Analytics
Platforms (Statistics)

Analytics Platforms

Data Mgmt Platforms

Big Data
Services

Big Data
Platform and Tools

Data Sources

BSS

OSS

Other

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Top Priority Service Provider Use Cases

Based on Amdocs Customer Validation
RT cross / up sell
Care Next Gen: proactive care
Care Next Gen: multichannel care opt.
Data to 3rd party: aggregated user data
RT NW & QoS Mgmt.
Advanced NW planning
New product intro
Product performance opt.
Data to 3rd Party:
Personal User Data
Revenue
Assurance
Partner value
opt.
Fraud Mgmt.
$-

$2

Sales &
Marketing
7

$4

$6

Customer
Care

$8

$10

Network
Mgmt.

$12

$14

3rd Party

$16

$18

Products &
services

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$20

Revenue
Mgmt.

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9 vertiginous "infinity pool" at the Marina Bay Sands resort, Singapore

The

Analytics Example - Revenue Retention

Ensure profitable customer after address move to spectrum partner location

1
Fen moved to a new home, where signal is
provided by a spectrum partner of the
service provider she can continue using the
service as before, but could be terminated if
her provider ends up paying too much to the
partner (btw, this is in the contract fine print)

5
Fen receives the Femtocell unit, installs
it, and continues using her wireless
services as before, which she has always
been very satisfied and happy with

10

Proactive Care receives

Update Contact event
from CRM, and also
receives service usage and
device event information on
ongoing basis

Looks at the device location

summary event history and
concludes that Fen uses
the phone often at home,
resulting in high partner
payments. Given Fen is a
high-value customer,
recommends providing a
no-charge Femtocell unit to
retain Fen and not incur high
partner costs

4
Sends an e-mail notification to Fen,
providing explanation about the carrier's
network difference and instructional video
on how to setup the Femtocell unit

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Proactive Care See, Think & Act

SEE
Mediated
Events

THINK
Concepts &
Observations

ACT

Motivations &
Recommended
Actions

Actions

Customer
Reach-out Apps

Call Center

Observation
(Overage)

Events

Concepts
(Bill > Last)
Events
(Bill posted)

Event Sources
Billing

Events

Events

Self-Service

Dynamic
context
mapping

History
analysis,
probability
engine &
policy

Apps,
Email, SMS

Billing Events

CRM
CRM Events

Big Data Repository

11

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How is the Customer Context Map Used?

Events collected
in real time

Predictions
and actions

Transformed into a connected

graph of business concepts

Interactions
Orders
Bills
Wine Rater
04/04/2010
Golf 2010 05/06/2010

Collections
Charge dispute
Customer
Pay instructions
Individual
Device activated
Device heartbeat
Subscriptions
Device changes

12

Chronology of events
Subjective
good payer
Patterns
always pays 2 days late
Trends
improving payer
Geospatial
within 5 miles of the tower
Time
within 5 minutes of an outage
Probability
probably will call about the bill
Absence of occurrence missed payment
Relationship between friend of a friend

Probability of need for care

Payments

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Plan overage
Bill greater than last month
Roaming charges
Third-party charges
Abnormal fee
Rate increases
Charge dispute
First bill
Past due amount
Pay bill
Customer cancellation
Reactivation
Device activation
Device education
Device lost
Device not working
Device resume
Service data not working
Service voice not working
Subscription cancellation
Wrong plan

Summary

13

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Telcos Big Data Analytics

Telcos should look for:
Services
Business
Execution
Analytics
Apps / Algorithms
Analytics
Platforms
Data Management
Platforms
Data Sources /
Enabling Tech.

14

Business
Domain
Expertise

End-ToEnd Fully
integrated
Solutions
Data Collection &
Mgmt. Expertise

Deep understanding of the

Telco business processes
Data source presence and
data collection expertise
Ability to build and deliver
End 2 End Telco Analytics
solutions

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Tips & Recommendations

16

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Thank You

Dr. Eyal Felstaine,

Vice President Product Strategy,
CTO office, Amdocs

17

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