Data is King
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The document discusses the significance of detailed data in the telecommunications industry, highlighting Teradata's role as a leader in data warehousing and analytics. It presents a case study illustrating the financial impact of leveraging customer data for predictive analytics, emphasizing the need for a comprehensive understanding of customer behaviors. Additionally, it stresses the importance of maintaining customer knowledge over their lifetime to enhance business performance and improve advertising efficiency.
Data is King
- 1. DATA is KING ETIS Conference 2009 – Istanbul Paul Barrett – Teradata
- 2. Agenda Introduction Data is King Lifetime Data Model
- 3. Teradata Highlights Teradata Corporation – Launched October 1, 2007 Global Leader in Enterprise Data Warehousing EDW/ADW Database Technology Analytic Solutions Consulting Services Positioned in Gartner’s Leaders Quadrant in data warehousing since 1999 U.S. publicly-traded software company S&P 500 Member Listed NYSE: “TDC” NYSE Arca Tech 100 Global presence and world-class customer list More than 1,000 customers More than 2,500 installations Approximately 7,000 associates
- 4. Data Is King The Value of Detailed Data
- 5. Carburetor Case Study Huge Impact: 5% lift in acquisition models with this data 5% of 500,000 sales a month = 25,000 sales 25,000 sales with $1,000 LTV = $25MM $25MM * 12 months = $300MM revenue 30% margin * $300MM = $90MM margin Why: Predictive of customer behavior – likelihood to try something new Completeness of data Easy to match Easy to link Predictive to data detail
- 6. The Customer Relationship Is Increasingly Data Rich Interactive Digital Analogue Amount of Engagement Data Available Social Media Device Health Subscription Pre-Paid Voice Streaming Content Web Click Stream Interactive Adv. Premium Services Apps Voice CDR Wireless CDR Voice of Customer
- 7. Agenda Introduction Data is King Lifetime Data Model
- 8. Communications Companies are on the Front Lines of a Consumer Driven Revolution Detailed Data is a Key Differentiator for Competitive Advantage in Telecom
- 9. Understanding Customer Behavior and Preferences On the Network(s) On the Web Making Payments Contact Shops or Contact Centers “ My job is to report on our sketchy idea of what a customer is.” – Finance Director at a large U.S. carrier
- 10. Understanding Network Behaviors N E T W O R K C O N S U M E R S interaction
- 11. Detailed Data Can Transform Advertising Targeted Personalized Segmented Profitable
- 12. One Problem with Summarization Can’t go back and get granular More difficult to match on campaigns, customers, products, locations, etc.
- 13. Losing Data about High Value Customers Risks Long Term Customer Revenue A Year Ago Now Next Week High Value Customer Caught in the Financial Crisis
- 14. Agenda Introduction Data is King Lifetime Data Model
- 15. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
- 16. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
- 17. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
- 18. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
- 19. Carriers in the Top 100 Web Sites in Every Country Reviewed Visitors spend a large amount of time on the site – typically more than 5 minutes per day (Compared to less than 3 minutes at banks). Customers shop at carrier sites – Shop.vodafone.co.uk is the highest visited page on the site with almost 25% of visitors France #8 – Orange Benchmark – Yahoo.com is #9 #42 – SFR #46 – Bouygues United Kingdom #21 – BskyB #23 – VirginMedia #30 – Orange.co.uk #53 – 02.co.ul #89 – Vodafone.co.uk Ireland #33 – Eircom #37 – O2 Ireland #70 – Vodafone Benchmark – Amazon.com is #35 Spain #70 – Orange.es #90 – Vodafone.es Germany #23 – T-Online #56 – Arcor #96 – O2online.de Benchmark – Twitter is #26 Switzerland #52 – Swisscom #68 – Sunrise Austria #41 – UPC #53 – Telekom Aus. #70 – T-Mobile Aus. Benchmark – Apple Computer is #52 Italy #49 – Vodafone.it Belgium #22 – Mobistar #28 – Telenet
- 20. Customer Knowledge Over Customer Lifetime Pro-Forma Assumptions
- 21. CDRs Are a Cornerstone Detailed BI Data Source Insightful: Customer Network Financial Predictive: Churn Acquisition Overlays Events Pricing
- 22. Customer Knowledge by Functional Area Pro-Forma Assumptions
- 23. Customer Knowledge by Customer Management Pro-Forma Assumptions
- 24. What Data Do You Have that Could Transform Your Business Performance?
Editor's Notes
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- #11: Understanding how networks and consumers interact And new customer behaviors - Especially the next generation of consumers…. The digital natives.
- #12: It is too expensive It causes performance problems It is difficult to integrate Anything that has to do with making IT work better.
- #13: One problem with summarization is that you can’t go back and get granular. It is more difficult to match on campaigns, customers, products, locations etc.
- #20: Most Retailers do not make the top 100 in any country. For example Vodafone.co.uk is #89 in the UK , 3,583 overall.