surviving & monetising the data armageddon (total telecom world 2012 - 13th nov 2012)
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Total Telecom World 2012 - London How can operators capitalise on the subscriber information they hold? They know who their customers are, where they are and what they are doing, so how can they make money from this? In this presentation Paul Kullich (CEO @ TUMRA) describes some of the challenges around the handling of customer data, as well as the possibilities of using new technologies like Big Data and Data Science to unlock new sources of revenue from your existing subscribers.TRANSCRIPT
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Surviving(&(Monetising(the(DataArmageddon
13th%November%2012Paul%Kullich%@PaulKullich
Paul%Kullich,%CEOtumra.com@tumra
TUMRA%LTD,%Building%3,%Chiswick%Park,566%Chiswick%High%Road,%W4%5YA
Capitalising%on%your%subscribers%dataTotal%Telecom%World%2012
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Data$Science$Agency
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Hal$Varian$(Chief$economist$@$Google)$firstused$it$in$a$McKinsey$interview$in$2009…
But$what$is$Data$Science?
“The$ability$to$take$data—to$be$able$to$understand$it,$to$process$it,$toextract$value$from$it,$to$visualize$it,$to$communicate$it—that’s$going$to$be$ahugely$important$skill$in$the$next$decades,$not$only$at$the$professionallevel$but$even$at$the$educational$level$for$elementary$school$kids,$for$highschool$kids,$for$college$kids.”Hal$Varian,$Chief$Economist$@$Google
Person$who$is$better$at$statistics$than$any$software$engineer$and$better$atsoftware$engineering$than$any$statistician.”Josh$Wills,$Director$of$Data$Science$@$Cloudera
Big$Data’s$lessor$known/hyped$cousin
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Data$Armageddon
But$why$is$this$happening$now?
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Digital'exhaust'trailExponential'growth'in'data'volumesData'growth'rates'are'faster'than'Moore’s'LawSevere'strain'for'existing'storage'capabilitiesRealisation'of'the'value'locked'up'this'data.'''
Data$Armageddon
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Typical(TumraUse(Cases
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executives)to)make)better)data)driven)decisionscompanies)optimise)performance)using)dataanalysts)find)the)valuable)'small)data’build)proof)of)concept)solutions
TUMRA,'helps'...
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Capitalising*onSubscriberInformation
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Internal(FocusReviewing(what(data(your(organisation(iscollecting(and(using(it(to(optimise(internaloperational(systems(and(processes.(External(FocusLooking(for(new(revenue(opportunities(outsidethe(organisation,(building(new(products,creating(new(markets.
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Internal(Perspective
Using(traditional(data(sources(((
Customer)DatabasesQuality)of)Service)dataWebsite)activity)dataGeolocation)data
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Internal(Perspective(/(Use(Cases
RetentionUsing&customer&behaviour&data&to&better&predictuser&dissatisfaction&and&churn.&&&Massive&potential&value&driver&&&Predictive&models&trained&on&customer&behaviour&&&Treat&everyone&as&the&individual&they&are&&&Use&data&across&all&cross&channel&activity&&&Real<time&responsive&&
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Internal(Perspective(/(Use(Cases
PersonalisationDeliver'a'unique'personalised'experience'whenengaging'the'operator'across'all'channels.''''''''
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Future&ViewThe$rise$of$the$data$centric$organisation$$$Data$driven$decision$making$$$Data$at$the$heart$of$everythingData$supported$Product$DevelopmentDeliver$amazing$personalised$user$experiences$$$
$
Operators$who$successfully$execute$on$this$$$will$gain$significant$competitive$advantage
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External)Perspective
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External)Perspective
Looking'for'new'revenue'opportunities'outsidethe'organisation,'building'new'products,'serviceand'creating'new'markets.'
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External)Perspective)0)Use)Cases
Footfall)analysisHyper&local&advertisingStores&and&offersCivil&engineering&(public&transport,&roads,paths)Transport&scheduling,&train&companies?Traffic&planning&&&optimisation
&&&
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External)Perspective)0)Use)Cases
Implicit)behaviour)analysisWhere%do%they%socialise?%(bars%til%late%atnight?)Where%do%they%shop?How%do%they%get%there?%(car,%publictransport)True%social%networks%calls/texts%not%Facebook
%%%%
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External)Perspective)0)Use)Cases
Other)use)casesInsurance)(health,)car)Outdoor)marketingStore)positioning
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An#Approach
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Create&a&set&hypothesesCustomer&validationFind&a&sample&of&data&to&test&the&hypothesisLow&fidelity&mockupIterate&continuously&based&on&feedbackEither&:=
Pivot&to&new&product&idea&orDevelop&Minimum&Viable&Product&(MVP).
New$Products,$Services$Approach
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Recap
Exponential+growth+of+'digital+exhaust'Capitalising+on+Subscriber+Data
Internal+&+External+perspectives++An+approach+for+new+product+creation++
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Thank&you
tumra.com@tumra