Business Intelligence for TelecommunicationsDataAddicts -Rohit Khandelwal (09BM8042) -Archit Mehrotra (09BM8012)
Structure Introduction about data warehousing and business intelligence Its importance in the telecommunications sector Key Performance Indicators Data Modeling - The Facts and Dimensional Tables Major Players Future of Data Management in the sector
Introduction Data Ware housing:A warehouse is a subject-oriented, integrated, time-variant and non-volatile collection of data in support of management's decision making process
Business IntelligenceBusiness intelligence (BI) is a broad category of applications and technologies for gathering, storing, analyzing, and providing access to data to help enterprise users make better business decisions
Importance in Telecommunication Huge amount of data to be handled 5.5 users/second are added in Indian telecommunication industrySource : TRAI
Provide competitive advantage Profit Margin is thin and even small degree of efficiency improvements add up and fund investments Modeling of different scenarios
Importance in Telecommunication Address the requirements of marketing, finance, customer service, sales and engineering departments Simultaneous use of data from different departments requires an efficient data management
Regulatory requirements imposed by TRAI Stringent reporting requirement
Upcoming
technologies
increases
the
emphasis
of
Data
management number portability 3G spectrum
Importance in Telecommunication Effective segmenting, targeting and positioning Understanding Customer Usage patterns by analyzing call detail recording (CDRs) Trend analysis for area, time and product Assists to estimate revenue, volumes and margin of profit Categorizing customers into segments according to their behavior and demography that for CRM To lunch accurate marketing campaign and improved ability to target new customers. Also supports to track the performance of campaign within a period of time that is essential for improving marketing skills Constantly monitors the behavioral changes of customer so that companies can immediately response with adequate measures.
Key performance Indicators Systems and Network Performance Analysis / Capacity Planning Grade of service Service life of equipment Downtime / Time out of service Call completion ratio Average call duration (ACD) Answer-Seizure Ratio (ASR) Idle time on network Dropped callsSource: http://consultantvalueadded.com/2010/04/14/100-kpi%E2%80%99s-for-mobile-telecom-operators/ http://blog.maia-intelligence.com/2009/02/27/kpi-for-telecom-industry/ http://telecomtigers.blogspot.com/2010/03/kpi-key-performance-indicators.html
Key performance Indicators Quality / Usage (Airtime): Analysis of the volume of successful calls Mean Opinion Score Service
Coverage % of land covered with services % of population covered with services Average land unavailable to services Average population unavailable to services Access to customer serviceSource: http://consultantvalueadded.com/2010/04/14/100-kpi%E2%80%99s-for-mobile-telecom-operators/ http://blog.maia-intelligence.com/2009/02/27/kpi-for-telecom-industry/ http://telecomtigers.blogspot.com/2010/03/kpi-key-performance-indicators.html
Key performance Indicators Faults and complains (Trouble tickets analysis) % of open and level of escalation priority required % closed Mean time to resolved Work in progress Customer service level statistics
Customer Analysis ARPU (Average Revenue per User) Customer segmentation Analysis of subscriptions Top N customers Churn (No. of Subscriber who stopped using Services or left particular network) - may
increase due to number portabilitySource: http://consultantvalueadded.com/2010/04/14/100-kpi%E2%80%99s-for-mobile-telecom-operators/ http://blog.maia-intelligence.com/2009/02/27/kpi-for-telecom-industry/ http://telecomtigers.blogspot.com/2010/03/kpi-key-performance-indicators.html
Mapping of KPIs an exampleCDR: What to look for ? Attempted vs completed calls Type of call long distance or local Length of call Originating and terminating number Time of call
Data warehouse matrix
Source: The Complete guide to Dimensional modelling by Ralph Kimball, Margy Ross
Data Modeling Dimensional tables
Facts
and
Source: The Complete guide to Dimensional modelling by Ralph Kimball, Margy Ross
Facts Table Customer Transaction Services DnD Caller Tune etc. GPRS usage Call Waiting, Conferencing, forwarding
Billing Info Recharge Online payments CRM Customer complaints and service
Dimensional Tables
Tables
or
Reference
VAS (type of service, charges, usage) Customer_info table (corporate or retial, prepaid or postpaid, customer first name, customer last name, billing address, address proof, Sim_number Sim_Info (MSISDN no, other attributes) Promotions_info Circle_master, Zonal_master Payment_info
Criteria for success Sybase example Extreme performance Small Load window Support existing tools Use existing hardware Storage space Before sybaseiq spice was spending time & processing cycles to distill the data down to summary tables to make it manageable Now sybaseiq gives spice ability to analyze trends across entire Data warehouse
Major Players Teradata Corporation MAIA Intelligence Binary Semantics Ltd IDC India Ltd. TechAxes Business
Intelligence
software ElegantJ
BI s
Integrated
Business
Intelligence and Reporting Software capabilities Corporate Performance Management, Operational Business Intelligence and Enterprise Data Management System
Ingres corporation is a leading provider of open source database
management software for Telecom service providersSource: http://business.mapsofindia.com/business-intelligence/companies.html
Future of BI in telecom industry Telecom carriers worldwide, including wireline, wireless and cable operators, spent $4.4 billion on BI software, services and system integration in 2010 That figure is expected to rise by 18.2% to $5.2 billion in 2011. (According to the Yankee Group Report) Few companies are in the advanced stages of BI initiatives The recent introduction of BI appliances, such as Ingres ICE Breaker BI Appliance, offers a cost effective solution that can reduce the typical BI implementation schedule from months to weeksSource: BusIness IntellIgence for the telecommunIcatIons Industry ImprovIng the Bottom lIne and controllIng expenses - Ingres
Thank You !!