Our Spring 2016 edition of Coordinates focuses on recent developments in the consumer market and analytics opportunities. It features our thought piece on hyper-personalization opportunities with MNO subscriber data, how to approach a holistic analytics strategy and insights from the global industry events, CES and MWC.
In the Spring 2016 issue:
- Featured: Hyper-Personalization – What can MNOs do with subscriber data?
- Expert Interview with Andy Weston on Analytics Strategy – How to get more out of your big data analytics
- Industry Analysis: 2016 Predictions Update
- Client Challenge: Using Predictive Analytics to Reduce Customer Churn
- Insights from CES and MWC
- Latest company news, services and events
Coordinates is Cartesian’s quarterly newsletter – a mix of industry analysis, expert insight and company news.
Excerpt from Expert Interview with Andy Weston:
Analytics Strategy: How to get more out of your big data analytics
What are some of the challenges service providers currently face in terms of analytics?
Carriers’ objectives are fairly standard business challenges: growth, transformation, handling digital disruption, organizational effectiveness. Analytics is a way of quantifying those challenges and the options for meeting them. Cartesian has seen most of the interesting analytics around customer experience, project lifecycle management, as well as network expansion and technical disciplines like switch decommissioning.
What is the difference between what clients look for now as opposed to in the past?
Now, we have the technology and processing power to look at all the data a business creates. Financial reports used to look at only accounting data; now, you can combine that with customer data and network performance analytics to pull together a bigger set of data to answer the questions the business is asking. It is all faster and much, much easier. Analytics no longer has to be a white lab coat approach, but can become part of everyday business decision-making.
Why aren’t more companies doing advanced analytics?
Organizationally it is still challenging: data tends to sit in silos in different parts of the company; an organization’s functional areas are not always aligned in terms of sharing of data; and, the levels of quality and granularity of data varies across functions. There has recently been a move to centralize the handling of big data and the analytics around it. The creation of the role of CDO (Chief Data Officer) is one example. The aim is to ensure the right level of process and rigor is being used for all analytical capability within the company rather than having it being done piecemeal in separate parts of the organization.
We always hear about the opportunities with big data analytics. Where do people go wrong?
Big data isn’t good at understanding context. For example, the data might tell you that your enterprise business is more profitable and so you should turn off consumers entirely because they aren’t as profitable. Analytics must take the whole picture into account and build a narrative. With big data, you can describe aspects of a story, but you also need the human and social elements. For our clients, we combine big data analysis with industry expertise and our client’s business context to create a narrative that management can present to shareholders and stakeholders. The story delivers as much as the analytics. At Cartesian, we understand what big data can and can’t do, as well the context within which it sits.
You went to Mobile World Congress, was there anything that stood out from analytics standpoint?
At MWC, there were plenty of experts that knew how to use big data analytics to solve individual problems. However, applying 5-6 of these use cases across a firm will lead to analytics silos. Most of the major players put forward big platforms for strategic analytics, but were marketing them as solutions to individual problems as opposed to holistic solutions. Not many articulated the value of using analytics across the board.
You’ll be attending MVNOs World Congress. How can analytics apply to smaller players?
There are elements in common regardless of carrier type, whether you have 500K customers as an MVNO or an MNO with 20M customers. Understanding your customer is still of utmost importance. An up-to-date, real-time view of customers and every interaction with them can inform decision making for churn propensity, retention action, upsell & cross sell, service excellence, network and operational developments. Open source technologies mean that you don’t need a multimillion dollar platform to leverage analytics – you can do it cheaply based only around the costs of storage and the skills that you need in your organization to handle the analytics requirements of the business. For smaller carriers and MVNOs, it’s not unobtainable to start using big data to make decisions.
For an approach to analytics strategy, where should a company begin? What do they need for success?
- Review your current status: Assess your current situation, what’s being done and the state of data sources
- Assess business and technical needs: Look at your organizational area and prioritize needs
- Analyze your gaps: What do we need and how do we get there?
- Create a roadmap: You can’t click your fingers and have a company-wide analytics program. You can’t always put existing analytics on hold either. Things like financial reporting need to continue to happen whilst you’re going through a transition.
With this four-step approach, we can get a client to the point from having the desire to do analytics to having a concrete plan where they know the transition they have to go through and what it will look like in 2-3 years and beyond.Download Cartesian Coordinates - Spring 2016 (Low Res) (1 MB PDF)