partner webcast – oracle big data & business analytics: neos sna solution for telcos
TRANSCRIPT
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Partner Webcast – Oracle Big Data & Business Analytics
NEOS SNA Solution for Telcos
Dražen Marković – Neos d.o.o. CSO
Agenda
SNA for Telco SLIDE 4/30
> About Us • General Info
• Line Of Business
• References
> Social Network Analysis
> Metrics & Implementation
> Business Use Cases
> Solution Architecture
> Q & A
Neos
SNA for Telco SLIDE 5/30
General Info > Founded in 2002
> 40+ consultants
> Specialized in DW/BI, BigData and Java/Oracle Development
> Large Number of Projects and Satisfied Customers
Oracle Partner - Platinum Level > Experience with Exastack products
> BDA, Exadata and Exalytics distributor
Oracle Specializations > Communications Industry
> Financial Services
> Data Warehousing
> Data Integration
> Business Intelligence Foundation
> Java Platform
> Application Development Framework
Competencies > More than 12 Years of Experience
> Certified experts (OCP, DW/BI, Java)
Line Of Business
SNA for Telco SLIDE 6/30
DW&BI Design & Implementation > Project Management
> Business Requirements Analysis
> System Architecture Design
> Logical and Physical Data Modeling
> ETL Procedures Design & Implementation
> Reports Design & Implementation
> Integration, Testing and Documentation
App Design & Development > Project Management
> Business Requirements Analysis
> System Architecture Design
> Custom Modules Design & Development
> Integration, Testing and Documentation
CONSULTING SERVICES
BD / DW / BI / EPM CUSTOM DEV
References
SNA for Telco SLIDE 7/30
Clients > International and Regional Companies
> Large and Medium Sized Companies
Industries/Areas > Financial Industry (Banks, Funds)
> Telco Industry
> Insurance
> Energy distribution
> Retail & Wholesale
> Other
Agenda
SNA for Telco SLIDE 8/30
> About Us
> Social Network Analysis • Motivation
• Terms & Definitions
• Telco Context
> Metrics & Implementation
> Business Use Cases
> Solution Architecture
> Q & A
Disruption in communication channels
SNA for Telco SLIDE 9/30
Business = Communication
> B2C, B2C, C2C
Human communication transition > Traditional channels are losing the game
• Voice, SMS
> Data-oriented channels are new winners • LinkedIn, Facebook, Twitter, Instagram…
• Skype, Viber, WhatsApp, FaceTime…
• Blogs
Socal media networks
New communication channels New marketing channels
Social Networks
SNA for Telco SLIDE 10/30
Characteristics
> various channels
> constant stream of data
> influential users
How to gain real business benefits? > How to obtain information that enhances Decision making?
New tools to gain leverage
> Big Data
> Social Network Analysis
SNA - Definitions
SNA for Telco SLIDE 11/30
SOCIAL NETWORK > A social structure composed of individuals (or organisations) interconnected by one or more specific types of
interdependencies such as friendship, kinship, financial exchanges, communication exchanges, etc
SOCIAL NETWORK ANALYSIS > The application of graph theory to understand, categorise and quantify relationships in a social network
NODES > Each Network Member is considered as Node. In Telco industry networks we can define Nodes as
Clients/Subscribers
EDGES/LINKS > Nodes are connected by different types of relations, which are formally defined as edges/links. In Telco
context all communication by using any kind of channels can be treated as edge/link
LINK WEIGHT > Based on different measures related to link/communication between nodes we can defined Link Weight. For
example in Telco this can be Call Duration, Call Number, SMS Count etc
SNA - Concepts
SNA for Telco SLIDE 12/30
NEIGHBOURS > Direct connections
> Count (based on degree)
DIRECTION > Directed Edges/Relationships
A sends SMS to B is different than B sends sms to A
> Non-directed Edges/Relationships
A is brother of B, same as B is brother to A
WEIGHT > Weighted
If A calls B only once per month, and A calls C avg 100 per month
Relationship between A and C is stronger than A and B
> Non-Weighted
If A has two brothers - B and C - there are no definition of strength of this connection
ENRICH YOUR NODE (CLIENT) DATA WITH THIS INFORMATION
SNA - Usability
SNA for Telco SLIDE 13/30
TRADITIONAL APPROACH
> Input data for Campaign and Churn
• Customer Attributes & CRM Data
• Enriched with Traffic and Billing history data
• Focused on Individual characteristics
SNA ENRICHMENT
> Analyse Relationships Instead of Individuals
> Person’s Decisions are Influenced by other people opinions
• If you want to sell your products to your customers, convince their friends
> People can have different roles in different communication networks
• Some people are having larger number of contacts and larger influence on other
> Identify groups and segments by using communication info
WHY SHOULD WE CARE ABOUT IT?
SMN & SNA
SNA for Telco SLIDE 14/30
Influencer
> Influential user adopts a product or behavior.
> Influential user tells (and influences) his/her immediate contacts within the community.
> These immediate contacts tell their contacts.
> ...and the viral marketing spreads.
It is important...
> To identify these people.
> To influence these people.
> To monitor the behavior of these people.
Why should companies care about SNA?
SNA for Telco SLIDE 15/30
They want to Sell More Products, Services to their Customers
They want to Increase Market Reach, reaching out to New Customers
Companies need to understand behavior across and within communities rather than focusing just on individuals.
Use SNA and social metrics to Predict and Influence customer behavior > Leverage (and protect against) high velocity of information exchange (on-line social
media networks)
> Understand more abut your customers and communities
> Enhance existing reports, modeling tools and methodologies
Start by Identifying and Convincing influential friends
Reach out to customer Virally, through Influencers
SNA for Telco
SNA for Telco SLIDE 16/30
TELCO NETWORKS > Quite large
> Large number of connections
> Directed and Weighted Relationships
SOURCES > CDR, XDR..
> SMS, Messaging,..
> Social Media Networks
> ..
SNA APPLICATIONS > Churn prevention
> SNA based Campaign Management
> Household / Friends and family identification
Agenda
SNA for Telco SLIDE 17/30
> About Us
> Social Network Analysis
> Metrics & Implementation • Metrics
• Calculation Steps
• Contexts & Validation
> Business Use Cases
> Solution Architecture
> Q & A
SNA Metrics
SNA for Telco SLIDE 18/30
IT’S ALL ABOUT CONNECTION > How well is someone connected with others?
> Who is connected with Who and how Strong?
> Centrality
LEADERS/INFLUENCERS > Nodes with large number of connections
> Having ability to “spread the word” to large number of nodes
> Metrics should help identifying those nodes
MEASURES > InDegree
> OutDegree
> TotalDegree
> EigenVector
> PageRank
> Closeness
> Betwenness
> …
SNA Metrics
SNA for Telco SLIDE 19/30
IN/OUT/TOTAL DEGREE > Number of Neighbours
> Can be calculated on different Level (1,2,3..)
IN DEGREE > Used only in Directed relationships
> Number of Neighbours with incoming connections
OUT DEGREE > Used only in Directed relationships
> Number of Neighbours with outgoing connections
TOTAL DEGREE > Number of Neighbours with incoming or outgoing connections
WHAT IT MEANS? > Helps identifying people with large number connections
> We can also filter by specific context
• Filter all roaming and offset calls?
• Filter only nodes with large number of incoming calls from fixed network..?
Total Degree 7
SNA Metrics
SNA for Telco SLIDE 20/30
EIGENVECTOR
> Is a measure of the influence of a node in a network
> Defines “importance” of Node
> Favours nodes with connections to nodes having large eigenvector
WHAT IT MEANS?
> Helps identifying people with large influence
> Assuming that node which is connected to other
important nodes can easily spread information
> There can be nodes with small number of connections
but all connections are to nodes with large influence.
> Helps identifying leaders/influencers in specific context.
Largest EigenVector
SNA Metrics
SNA for Telco SLIDE 21/18
CLOSENESS
> Defines average shortest path from this node to all others
> Has quick access to other entities in a network.
> Has a short path to other entities.
> Is close to other entities.
WHAT IT MEANS?
> Can be used as measure on how much time is needed
to transfer information from one node to all other in network
> Usually used on smaller fraction of network
> Describes also the whole network - not only the node
> Also helps identifying nodes with large access
to all other nodes in network
Largest Clossenes
SNA Metrics
SNA for Telco SLIDE 22/30
BETWEENNESS
> Defines how many shortest paths are including specific Node
> Holds a favored or powerful position in the network.
> Represents a single point of failure
> Has a greater amount of influence over what happens in a network
WHAT IT MEANS?
> Defines nodes which does not have to have large number
of connections - but are quite important since they are
connecting subnetworks
> Should be considered also as quite important ones beside
ones identified as influencers/leaders by eigenvector
> Client who is talking with two large influencers from
different groups - and transfers information from one
group to other
Largest Betweenness
Model Validation
SNA for Telco SLIDE 24/30
CONTROL SAMPLE VALIDATION
> Based on Subsets
> Analysed and Control Subset
> Based on History Data or Real Subsets
SPREADING ACTIVATION TECHNIQUE
> Identify Target Subset (Churners)
> Initiate a diffusion process on Target Subset.
> Define Diffusion Factor
> Inspect the amount of influence received by each node.
> Accumulating Influence
> Compare No of correct predictions with actual set
LIFT CURVE
Agenda
SNA for Telco SLIDE 25/30
> About Us
> Social Network Analysis
> Metrics & Implementation
> Business Use Cases • Churn
• Campaign Management
• Segmentation / Grouping
> Solution Architecture
> Q & A
Churn Prevention
SNA for Telco SLIDE 26/30
One of most important tasks in Telco sales/marketing
Retain your customers > cost of retaining an existing customer is far less than acquiring a new one
SNA model > Calculate churn model based on defined parameters
> Detect customers who are likely to leave • Creation of different models based on customer segments (Private, Business, Prepaid, Postpaid)
• Leaders/Influencers Identification using SNA measures
• Churner Prediction Lift Analysis
> Prepare actions to retain detected churners
Resources > CDRs, CRM data (Client attributes, Contract attributes, Tariff, Network)
SNA based Campaign Management
SNA for Telco SLIDE 27/30
Create campaigns based on SNA metrics
Detect campaign success
SNA model > Early adopters detection
> Spinners identification
> Retention Campaigns
> Viral Marketing & Acquisition Campaigns
> Value Segmentation (Low ARPU subscribers with high ARPU connections)
Resources > CDRs, CRM Data (Client attributes, Contract attributes, Tariff, Network)
Groups / Segmentations
SNA for Telco SLIDE 28/30
Household / Friends and Family identification > Both models are similar (differ only in parameters used)
> Opportunity for cross-sell and up-sell
SNA model > Identifying groups of interconnected clients - cliques
> Analyzing interconnected groups
> Context filtering on specific time and location (non-work time)
> Household – based on location (among other)
> Friends & Family – based on time of a call (among other)
Resources > CDRs, CRM Data (Client attributes, Contract attributes, Tariff, Network), Time of day, Location
Agenda
SNA for Telco SLIDE 29/30
> About Us
> Social Network Analysis
> Metrics & Implementation
> Business Use Cases
> Solution Architecture • Logical Architecture
• Data Flow
• Tech Stack
> Q & A
Architecture – Core components
SNA for Telco SLIDE 30/30
Data reservoir & Initial data preparation
> Cloudera Hadoop
> Oracle Big Data Appliance
SNA modelling & Use Cases
> Oracle Database EE
> Advanced Analytics Option - R Enterprise
> Oracle Exadata
Data Integration
> Oracle Data Integrator
Why Oracle for NEOS SNA Telco?
SNA for Telco SLIDE 33/30
Oracle technology empowers us to produce world-class solutions
Top-of-the-line technology (Leaders in Gartner Magic Quadrant)
Oracle provides complete product stack for our line of business
> (Data Integration, Data Analysis, Business Decision Support etc.)
Oracle Engineered Systems
> Features non-achievable by usage of discreet components
> Comparably priced to discreet components-based systems
> Lower TCO, Higher ROI
We are Platinum Oracle Partner (7 Specializations)
Q&A For more information, please contact
Dražen Marković, CSO, Neos
Mario Mrljić, CTO, Neos
SNA for Telco SLIDE 34/30
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
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