StarHub Digital Analytics: Powering business strategy with insights

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Over 2.28 million mobile customers

Over 449,000 TV customers

Over 469,000 broadband customers

Singapore’s first fully-integrated info-communications & entertainment service provider

Note: As at end 1Q2018

Let’s talk about

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Sharing and acting upon

insights across the

organization

Leveraging digital data to optimize

and grow the business

Laying a strong

analytics foundation in a

large organization

• Implementation• Governance• Validation

• Differences in measuring yardsticks• Multiplicity of projects, limited resources

• Convincing stakeholders through data• Unbiased approach to numbers

Data Analytics Challenges

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Source: https://www.forbes.com Dated: Apr 13, 2018

The Telco Jungle

Mature Market

Multiple Players

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Complex Product

Tech Innovation

Complex Data Structure

The Telco Jungle

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Mobile

TVBroadband

Price Plan

Data Plan

Device Variant

Calling Rates

Data Share Roaming

Messaging

Speed

DataContract Duration

Network coverage

Content Packages

Apps

Bundles

The Digital Data Landscape

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Data Analytics Challenges

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Source: https://www.gartner.com Dated: May 16, 2018

THE INSIGHTS: THEY HAPPEN LIKE THIS…

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So how do we keep sane?

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Implementing an analytics deployment framework for all digital properties

Data validation to ensure high quality insights

Data governance to optimize on effort and output

Creating an effective tag management system

Striking a balance between demand and supply of insights. Don’t kill the analyst

Organization wide consensus on what to measure, how to measure, when to measure

BUILDING A STRONG ANALYTICS FOUNDATION BE LIKE…

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Implementing a robust analytics deployment framework

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Analytics Specification:1) Business Requirement Documentation (BRD)2) SDR Documentation Updates3) DTM Implementation Plan4) Data Layer Implementation Plan5) Test Case6) Test Accounts

Analytics Test:1) Staging Report Suite Check2) Staging Data Layer Check3) Legacy Analytics CQ Code Check4) Test Cases Analytics Data Check5) Staging Report Data Captured Comparison

Development Specification:1) FSD2) Screen Design3) Task Flow4) Test Case5) Test Accounts

IT Ticket

SIT & UAT Deployment

UAT

MRT / BRTDeployment

Launch!

Analytics Verification:1) Live Report Suite Check2) Live Data Layer Check3) Live Report Data Captured

ComparisonProjectStart

Campaign Tagging Best Practices

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Clean Analytics Data

Detailed Saint Classifications

Validated Campaign

Fields

• Campaign creation• Tag creation, editing, deletion• Export campaign logs• Regular upload onto Adobe Analytics

The Tagging Portal

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Comprehensive data dimensions

Simple interface, hassle free tagging

Implementing an effective tag management system

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DTM

• DTM Rules Inventory

• Leverage data layer

• Descriptive rule names

• Classify rules with meta-data

• Expunge obsolete rules

• 30 day expiry for new rules

• Appoint a data quality champion

Ensure that the current analytics is error free

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Ensure that the current analytics is error free

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Analytics Implementation

Test

Environment

DTM Code Placement

Data Layer Code

Image Requests and DTM

Rules

Solution Design

Reference(SDR)

AuditReal-time Data on

Dashboard

Supporting various stakeholders on a regular basis

Standardization Simplification

Dashboarding Periodic Reviews

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• Scope• Template• Turn around time

• Weekly/Monthly WIPs

• Feedback• Impact

Measurement

• Key Performance Indicators

• Key Reports

• BAU• Campaigns• Ad Hoc

Powerful insights that shape business strategy

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22% Click Throughs

60% Click Throughs

Creative A

Powerful insights that shape business strategy

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206%

289%

0%

50%

100%

150%

200%

250%

300%

350%

Creative C Creative B

CTR Improvement

Creative B

Creative C

Powerful insights that shape business strategy

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Retail Sales Digital

Sales

Business ChallengeOnline Visit

Store Visit

Sale

Approach: Paradigm Shift

22-34% of eStore visitors are likely to purchase

Most Store purchases are likely to happen within 7 days of eStore visit

13-22% of buyers have considered an eStore purchase in the same month

In summary

If you must remember only 3 things

Data has to be clean and representative, before it can be analyzed

In a world of information overload, it helps to be simple and streamlined

If you cannot action the insights, don’t bother pulling them

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Thank You

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