Telecom Network Data
Telecommunications providers have a massive volume of subscriber
data that is being retrieved and cached in real time as part of
routine network monitoring and testing operations.
This includes details such as:
- Relationships with peering partners
- Quality of interconnects
- End point device usage
Most often, this information does not reach the hands of marketers
and others within a telecom organization who deal with subscriber
Telcos must focus more on knowing more about their subscribers.
Much of this information can be mined from the network’s normal
The network introduced many new touchpoints [interactions] with
subscribers, beyond those traditionally used by marketing or services
This information has traditionally been contained within network
operations teams, and can provide invaluable insight into customer-facing
issues such as dissatisfaction with voice and data services. If
the network’s is performing well - thats a good customer experience.
By gathering and storing network performance data in a data warehouse
it can be mined and organised to release new information on how
well new services are operating and utilised within the first 30
days of launch.
This provides valuable information and alerts to any service improvements
that may be needed, before customer dissatisfaction becomes a major
The network data also provides information on how often new devices
are used and what features are used. Further investigation may reveal
insights, for instance, unused messaging features could indicate
that the services are too complex and customers are not using them.
This has a direct profitability impact.
Recognising a potential problem - real or perceived - provides
operators the chance to
proactively contact consumers and offer to help.
On the other hand, if the services are well subscribed and well
used, who use the services might be ready for an upsell or cross-sell
opportunity. This provides both increased revenue potential and
reduced marketing costs.
A mature market requires tighter, more focused, more intimate customer
relationships...and that means having contextual insight into the
services provided and the way they are being utilised.
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