Contents

• Concept of LDM• LDM Vs PDM• Entity & Attributes• Sample ER Diagram• CLDM – Top Level Components

> Summary> Relation between Top Level Components

• Subject Area Overview • Subject Area Model Detail

> Party> Geography> Offering> Network> Finance

Logical Data Defined

A Logical Data Model is> a model of the business information> a graphical representation of the information

requirements for a data warehouse environment - it is not a database.

> defines individual business information elements and how they relate to one another

> ultimately defines which business questions can be answered from the data warehouse and thus determines the business value of the entire Decision Support System.

> Is independent of technology

Logical Model vs. Physical Design

The Logical Model The Physical Database Design

I ncludes all entities, attributes and relationships

I ncludes Tables, columns keys, data type, validation rules, security

Uses Business Names Names may be limited by the DBMS

Captures information necessary for the business

I ncludes technology specific information such as flags, switches

I s normalized to 3NF Often de-normalized for performance of ease of programming

No redundant data I ncludes redundancy

No derived data Summarization

Business experts Physical design experts

Entity Types

• An object in the real world about which we want to maintain data> must exist, must have properties, distinguishable from

other objects• a person, a car, a house, an account

> can have a physical existence (real) or conceptual existence (abstract)

• Customer is physical• Inspection is conceptual

Attributes

• Entities have attributes (properties)> attributes represent what we want to know about entities> Entity type: Video> Entity type Attributes: title, price, category> Attributes Values: Mad Max, $12.45, Action

• Attribute values are drawn from a given domain, which presents the type of possible values of the attribute

• Doe John 35 is an entity instance of STUDENT entity type• Domain for AGE is 17-90

Entity / Relationship Diagram

one ACCOUNT receives zero, one or more BILLING STATEMENTs /one BILLING STATEMENT is for one and only one ACCOUNT

one BILLING STATEMENT summarizes one or more CHARGE ITEMs /one CHARGE ITEM is summarized on one and only one BILLING STATEMENT

P

one PARTY INDIVIDUAL has zero, one or more ACCOUNTs /one ACCOUNT belongs to one and only one PARTY INDIVIDUAL

BILLING STATEMENT CHARGE ITEM

BILLING STATEMENT Identifier (FK)BILLING STATEMENT CHARGE Sequence Number

CHARGE CLASSIFICATION IdentifierBILLING STATEMENT CHARGE Charge AmountBILLING STATEMENT CHARGE Charge QuantityBILLING STATEMENT CHARGE Charge Effective DateBILLING STATEMENT CHARGE Charge End Date

BILLING STATEMENT

BILLING STATEMENT Identifier

ACCOUNT Identifier (FK)BILLING STATEMENT Effective DateBILLING STATEMENT Due DateBILLING STATEMENT Total Usage Revenue AmountBILLING STATEMENT Total Discount AmountBILLING STATEMENT Total Balance Due AmountBILLING TYPE Code

ACCOUNT

ACCOUNT Identifier

PARTY Identifier (FK)ACCOUNT NumberACCOUNT BILLING PRESENTATION TYPE CodeACCOUNT TYPE CodeACCOUNT Deposit AmountPreferred PAYMENT TYPE Code

PARTY INDIVIDUAL

PARTY Identifier

PARTY INDIVIDUAL First NamePARTY INDIVIDUAL Middle NamePARTY INDIVIDUAL Last NamePARTY INDIVIDUAL Title TextPARTY INDIVIDUAL Suffix TextPARTY INDIVIDUAL Social Security NumberPARTY INDIVIDUAL Birth DatePARTY INDIVIDUAL Gender Code

Relationship

Entity

Attributes

CLDM – Top Level Components

Network

Customer

Campaign

Revenue/Usage Offer

FinanceTracks monetary information about Invoice Accounts, Payment Accounts, Billing, Revenue, Payments, Settlements and Costs.

LocationTracks the physical, geographical relationships of customers and assets

NetworkTracks how and when a customer utilizes a product or service and provides detailed information about the physical equipment that is used to provide these services.

OfferTracks product and service offers at the consumption level - unravels arcane product structures to lowest level such as Contracts, Products Structures, Product Associations, Promotions, Shopping Transactions & Subscriptions.

PartyTracks all persons, businesses, groups or associations at the business relationship level. Details about Scoring & Segmentation, Awards, Channels, Web Sites, Privacy and Profiles.

CLDM – Top Level Components

Subject Area Overview

Party

Customer

Associate(Employee)

Analytic Model

Segment

Type of Customer

WebOperation

Award Program

Privacy(Sales)

Channel Usage

Geography

Geography

Demographic

Address

Offering

Offering

Shopping

Subscription

Offering Term

Contract

ProductPromotion

Network

NetworkCoverage

Equipment(Cell, Switch)

Usage CDR / IP

Traffic Management

Technology

Customer Access

SIM Card Web Server

Finance

Account

Settlement

Cost

Credit Rating

Pre-Paid

Billing Statement Item

Payment

Billing Statement

Party Subject Area

• Defines organizations and people of interest to the CSP> Customers, Prospects,

Suppliers, Partner Carriers, Resellers, Employees, Contractors, Competitors, etc.

• Also can track> Any known external

organization hierarchies whether Manager to Employee or Company to Corporation

> Party demographics such as annual income, number of employees, etc.Picture source: TDC

Party Subject Area

• Who are our best Customers by tenure?• Who are all Parties that became first time

customers in the last 90 days?• Who are all Parties that ceased to be

Customers in the last 90 days?• Which households have 3 or more

Customers?• Which Corporations have over 100 separate

departments?• What is the total number of active Customers

by segment, account, household?• What is the number of new Prospects?• What is the conversion rate of Prospects to

Customers?

Base Facet- customers- prospects- dealers

Award Facet- incentives

- rewards Demographic

Facet- attributes- credit history- equipment

Analytical Model Facet- categories- groupings- scores

Privacy Facet- opt in/out- data sharing

Channel Facet Associate Facet - Employees

- Contractors

Who is a Party?

April 2002

Copyright 2002 NCR Corp. All Rights Reserved. Distributed under License Only.

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A party is anyone who is of interest to the CSP!

Customer

Prospect

Former Customer

Internal Organization

Competitor

Web browser

Relation to a customer, e.g. bill payer

Parties can change over time!

A Party may be of many types

Copyright 2002 NCR Corp. All Rights Reserved. Distributed under License Only.

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Web browser

Organization

Internal Organization

Household

Individual

Party/Account relationship

Owner Bill payer Owner

FatherSon

Account ‘123’

Account

Account ‘117’

Account

Relationships changes over time!

Account Manager

Employee

Party.Channel

Investigation of Campaign

Web site

Request

Call-CenterTelemarketing Mobile

Follow up

Offer

Mail

Owner

Account

Marketing Info

Call CenterEquipment Repair Center

Fault Reporting, Complain

Geography Subject Area

• Maintains information on:> Addresses

•Physical locations •Telephone contact numbers•Email Addresses

> Geographic components •Real geo areas such as Pakistan, Lahore, Bengal•Constructed geo areas such as Northern Canada, Southern Europe, Rural Areas

• Mostly used in the record selection and sorting of queries and reports

The physical and electronic addresses that designate any type of location. Locations may be designated for customers, billing,

marketing, servicing, equipment, and public listings.

Geography Subject Area

• Geography questions are part of every subject area, and include:> What Offers are selling best by geography?> Who are our best customers by location?> Where is a particular switch located?> Are network outages related to a specific

location?> Is our Internet service available in the 06321

Postal Code area?

Address Facet

- Mailing

- Electronic

- Telephone

- Address Relationships

- Defined geographic hierarchy

Offer Subject Area

• Captures any information that is particular to offerings, equipment products and services marketed, inventoried or sold

• Offerings are built from products and services with pricing options at any level

• Tracks sales and subscriptions with associated channel

• Tracks parties involved with offerings and products in roles such as management, maintenance, and manufacturer

Offer Subject Area

• What Products/Services are used by segment, account, household?

• What Products/Services have the highest cancellation rate by segment, account, household?

• Which Products/Services have the lowest cancellation rates?

• What Customers have cancelled their subscriptions in the past year?

• Which Customers are within 90 days of their contract expiration date?

• Who are the most productive Dealers based on number of subscriptions sold?

• Who are the least productive Dealers?

Product Facet

- product/offer

attributes

- rates/fees

Product Association Facet

- to Party’s, Accts,

Channels

Contract Facet

- terms and

conditions

Incentive Facet

- buy incentives

Subscription Facet

- activations

- cancellations

Shopping Trans

- order fulfillment

- discounts

- coupons

Offering Product - Overview

An Offering isA grouping of one or more Products and the corresponding price plan, rate structure or unit charge that may be marketed by the Communications Service Provider for the purpose of generating revenue. An Offering is what a customer purchases or subscribes to.

A Product isA telecommunications service, commodity, piece of Equipment or special service that may be marketed for revenue-generating purposes. A Product is what a Customer consumes.

A Product Item isThe domain of elements that can be associated with a Product or Offering.Examples:

• Monthly Access Fee• Included Minutes Peak• Included Minutes Off-Peak• Minimum Usage Charge• Peak Rate• Additional Airtime Minutes• Monthly Commitment Dollar Amount• Sales Price

Finance Subject Area

• Contains monetary information about Customer Accounts, Billing, Payments, Revenue, Settlements and Cost

• Billing information at statement header level as well as lowest level of charging unit

• Recording of customers’ payment account types

• Billing account hierarchy for single bill and sub-account billing

• Allows cost allocation to any other modeled component

Finance Subject Area

• Who are the best Customers by revenue generated by segment, account, household?

• How much billed revenue is generated by Residential Customers vs. Business Customers by segment, account, household?

• Which Customers churned within 90 days of making a late payment?

• What is the total usage trend by segment, account, household?

• What is the total usage for domestic, international, operator by segment, account, household?

• What is the Customer acquisition cost by segment, account, household?

Account Facet

- type

- status

- usage

- bill cycle

- credit class

Billing Facet

- terms

- discounts

- fees/charges

Cost Facet

- one time

- recurring

- operations

Payment Account Facet

- payments Other Revenue

Facet

- non core

Settlements Facet

- Declarations

- Agreements

Network Subject Area

• Describes the mechanisms available to customers for accessing the network to use products and services

• Tracks in detail the network infrastructure

• Captures network traffic sourced from multiple points in the processing cycle of network activity from network signaling through billed call detail> PSTN and IP> Prepaid and postpaid

Network Subject Area

Access Facet

- type/how

- status

- carrier Access Subtypes

Facet

- element Cell Site Facet

- element Numbering Plan

Facet SIM Card Facet Call History Facet

- CDRs

- recycle CDRs IP Usage Facet

- IP Data records Fraud Profile Facet Coverage Area Facet

- Geographies

- Cell Sites

• What is the breakout of originating vs. terminating traffic by segment, account, household?

• What are the Customer traffic patterns by high profit, low profit, unprofitable segments?

• What % of calls, by originating cell site, were “abnormal disconnect”?

• Which busy switch centers are in the high value areas?

• Which existing service areas are the best targets for a new product/service rollout?

• Which Customers, with a specific feature, used it 5 plus times per month?

• Is there a network or billing condition causing CDR errors resulting in lost revenue?

• Captures all Routes of interest to the CSP with an indication of the role that different operators play

• Describes the Trunk Groups that service a Route

• Relates actual incoming and outgoing Trunk Channels to the ”Call Leg”

• Captures intended primary route and actual route travelled

Network.Route

Network.Prepaid

• Captures usage recorded on the Decrementing Engine for Prepaid to allow analysis of any latency in updates to the Decrementing Engine

• Optionally tracks at individual usage level or summary level

• Details of Prepaid payments• Effect of automated messages

to prepaid users can be analyzed

Source: VoiceCue Blue

Subject Area Model Detail

Network. Access Method

Accs Method

Prepaid/Postpaid

NWD/Intl

Normal/Gold

City

AccountActive/InactiveReason Party

Activation Dt

Service Order SIM Card

Recharges

Finance. Account

Account

Name

Cash/Check

Billing/Service Agg

Billing

PartyActive/InactiveReason

RelationPayment Acct

Finance. Billing

Billing

Date

Sequence

Bill Type

Amount

Postpaid VIP/Basic Prepaid

CUG/Miss Call Alert

Finance. Billing (contd)

Adjustment

Date

Billing ADJ/Waiver

Amount

Finance. Billing (contd)

Payment

Date

Cash/Check

Amount

Finance. Payment Account

PMT Account

Credit Class

Refund

Deposit

Party. Base

Party

Customer/Service USR

NIC/Passport ID

Name

Gender

AddressActive/InactiveReason

Party

Birth Date

SME-Family/Employee

Seller

Geography. Address

Address

Telephone No

City

Region

CountryAddress Line

Network. Call History

Call History

Access Meth Id

MMS_GPRS/Call_OUT_LOCAL

Call Completion Flg

GSM/SMS

Second/Minute/KBInbound/Outbound

Date

Peak/Off-Peak

Domestic/Intl

Operator

Amount

Cell Site

Network. Product & Prod Assoc

Product

Access Method

ChannelActive/InactiveReason

Product/Service

Postpaid VIP/Basic Prepaid

CUG/Miss Call Alert

Party. Channel

Channel

Platinum/Gold

Dealer/Franchise

Channel

Finance. Service Order

Service Order

Accs Meth/Acct

Complete/Pending

Channel Date

Install/Modify/CancelReason

Network. SIM Card

SIM Card

Serial Num

Assigned/Not Available

Date

Party. Prepaid

PrepaidEload/Evoucher Scratch card

User Activity

CRM

Customer

Prepaid Postpaid

Service Account

Accs Meth Id

Service User (P/S)

Billing Account

Accs Meth Id

Invoice Receiver (P/S)

Contact

Communications Logical Data Model