This is from an IIR conference I spoke at in Lisbon, Portugal a couple years back. How to mash operations data to identify efficacy of new service marketing and delivery
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Iir Sep25 06 B Herbert Final
1. Utilizing Business Intelligence to Evaluate the Success of New Services IIR Market Forecasting Lisbon, September 25, 2006 Brian Herbert, Director, Product Management Network Business Intelligence ACE*COMM
2. Section I: The Situation Industry Dynamics Increase Complexity of Product Execution
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4. Convergence Increases Complexity of Customer Analysis… Source: Stratecast Partners Hybrid Services (e.g. integrated messaging, click now view later, LBS) Mobile Services Broadcast Services Broadband Services 3G 4G Mobile TV IPTV Voice Services VoIP Pod-casting MMS
5. And Stretches the Value Chain… Source: Ericsson Buyer Service Provider Royalty Owner Network Operator Broker Music Video Impression/Click Virgin ntl: Double Click Joe Customer David Bowie Distributor Sony Advertiser Dell Hypothetical Example only!
6. Creating Need for Complete Views of the Business (NBI) CUSTOMER Asset/Data Mgmt Market Optimization Customer Acquisition Order Management Operate Network Deliver Services Potential Revenue to Earned Revenue Earned Revenue to Collected Revenue Cash Management Financial Analysis Executive KPIs Revenue Assurance Organization Systems Customer
7. 3 Factors to Product Success Capabilities and Capacity (by cost and location) Products and Services (by revenue, cost, bandwidth, and competitiveness Customers and Prospects (by segment and service) Market Service Network
10. Section II: Operator Application Integrated BI to Improve Service Success
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12. Create and Highlight Data Themes Build Complex Queries High-level Visualization Interface Resulting Prospect Drill-Down Navigate Through Service Area
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14. Campaign Prioritization All prospective missing premises within 20m of the network (indicated by ? symbol and grey shading). A list of target prospects is automatically generated, reviewed, and exported to marketing system Actual Results: 23% reduction in direct marketing expenses
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17. Task Scheduler Data Collection Status Graphics integrating Product, Network, And Market Views Personalized Portal by Workgroup and Task KPI Status
19. Integration Points Network Visualization Data Central OSSs (Cortex & ICMS) CC&B (later Harmony) W E B Network Inspector W E B W E B Maps (Scaled as necessary) External data sources (Equifax, Claritas , Address Point, PAF…) GIS (Ducts, boundaries…) Arc View Telesales & marketing Visualization Business Data Integration OSSs (Cortex & ICMS) CC&B (later Harmony) W E B Network Collection W E B W E B Network (SDH, PDH & switches) Network (SDH, PDH & switches) Maps (Scaled as necessary) External data sources (Equifax, Claritas , Address Point, PAF…) GIS (Ducts, boundaries…) Network (SDH, PDH & switches) Arc View Telesales & marketing
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Notes de l'éditeur
Three factors drive the ability to present information in meaningful, actionable ways Just because it’s a BI system does not mean that charts and dashboards are the best interface Some tasks are transactional, some are trend and pattern oriented, some are open-ended (what if) Network: what is optimal configuration and utilization on multi-purpose network? Service: what service combination is most profitable, what is service profitability? Markets: can each customer segment be serviced profitably? How? These factors cannot be analyzed in isolation – they are interrelated
What assets are underutilized? Which customers are profitable? What customers to acquire? Are they serviceable? Is there capacity? Who are best prospects? What is effect of pricing and service levels? What are costs of new network assets? How do I gain market share profitably?
Decisions made from integrated market, network, and service views Analysis of premises data against postal files, Prospect profiling and sales targeting to individual level Identifying existing customers and service mix Understanding ‘true’ demographics in relation to product offering Network engineering and planning Highlighting where equipment can be groomed or recovered Identifying where new infrastructure should be laid based on density of target customers and available capacity Customer Sales Representatives (CSRs) Assessing serviceability for new and existing customers
NBI Market, Network, and Product Views are rolled up into a personalized information portal, also allowing an integrated view of operations that facilitates prioritization.
