Man-machine collaboration: Smarter, faster decisioning for maximum impact
By : Sagar Mehta
Principal Consultant, Analytics and Consulting
Fierce competition in emerging markets has been forcing telcos to reduce their tariffs drastically, resulting in decreased average revenue per user (ARPU). The impact is further exacerbated by the onslaught of OTT players and green-field operators who offer very attractive value-added services to lure customers from incumbent operators. Amidst these unfavorable market headwinds, telcos are in a fix to ensure that subscribers get superior customer experience to maintain brand loyalty.
The bright spot for telcos is the access to large amounts of customer data. With the ability to perform real-time and batch data acquisition, cleansing, transformation, analytics, warehousing and reporting techniques on this data, telcos can ensure they deliver on the heightened expectations of customers while meeting their revenue and profit objectives. In current scenario, telcos are in dire need to deploy cost-effective integrated analytics solutions and employ expert analytics personnel to generate actionable intelligence.
Human Intelligence: Expert analytics personnel for ingenuity, innovation and insights
The scope of actionable intelligence is expanding from historical insights to predictive and prescriptive foresights to enable strategic, operational and tactical decisions making. Marketers, in telecom industry, often have complex and huge amounts of customer data that they need to analyse, to arrive at the right set of insights to take informed decisions. Flytxt’s Revenue planning team works in close association with Flytxt marketing consultants as well as client team to deliver actionable intelligence through daily, weekly and monthly reports on customer behaviour and campaign performance. The revenue planning team enables various stakeholders (Product owners, Marketing Operations, Regional Executives and Corporate Executives) in the organisation to work from a single view of the customer base
The team comprises of domain experts with experience of working with global telecom operators in various roles such as Product Management, Marketing, Operations and Analytics. The primary Focus areas of the team is to ensure standard insightful reports are delivered to relevant team members and decision makers. Timing of the reports is extremely critical. There are some reports that set the tone for the entire month, so they have to be shared in first week of the month. Some reports are daily reports that help campaign managers to monitor the health of the business and finally the weekly reports provides trend of movement of key KPIs.
The revenue planning team delivers more than 30 unique reports monthly to a Tier 1 Telco in Asia. These reports are the foundation of strategic, operational and tactical decisions that deliver an overall 2-3% impact on revenues. This economic impact is an accumulation of growth in unique subscriber acquisitions across multiple regions. The subscriber acquisition and retention across regions is delivered through a slew of marketing programs which influences key marketing KPIs such as ARPU per subscriber, Data Consumption per subscriber etc. The marketing programs cover the whole spectrum of marketing KPIs to manage the customer lifecycle through cross-sell, upsell and retention campaigns. These insights also enables the product team to come up with new innovative offers in line with the market demand and optimise the revenue streams across product lines.
Smarter decisioning: Proactive, Granular and impact-driven business reporting
One size does not fit all, when it comes to performance measurement of campaigns. It is extremely critical to select key performance indicators for every campaign and program that gets executed. Upsell campaigns are generally looked from immediate revenue enhancement perspective whereas retention campaign measurement is done for next 2 -3 months to gauge the customer response. Every reports comes with associated recommendation, graphs etc. to help client take smarter decisions. The best practices from across the regions are shared to give clients visibility on what’s working in other regions/ similar markets, to make the most of innovative ideas from other regions. The team also holds regular reviews on weekly and monthly basis with client teams to assess performance of the programs and do iterative optimisations for maximum impact.
Exploratory Analytics: One stop shop for actionable intelligence and decision making
Flytxt’s big data analytics platform NEON offers – Exploratory Analytics module to obtain deeper insights on consumer behaviour and market segmentation. It is a high-performance analytics module embedded with the Customer value management solution, optimized for handling real-time, petabyte scale analysis of databases at the CDR level.
The combination of several advanced analytics techniques—including subscriber profiling, usage analysis, demographics insights, and campaign analysis with automated feedback come together to optimise the marketing campaigns and facilitate the most appropriate form of customer engagement.
Exploratory analytics module enables marketers to:
- Explore Segments: Enables markers to identify subscriber segments and understand their behavior by analyzing the relationships between various performance indicators.
- Analyse Campaigns: Enables the marketers to analyse the campaign performances that are either currently running or have been previously executed.
The module offers the flexibility to generate reports both manually for ad-hoc scenarios and automated ones for pre-configured periods to analyse campaign performances and subscribers behaviour.
Influence key business drivers across enterprise with timely and actionable intelligence
To adapt to a rapidly changing business scenario, telcos today are refining business models. Key business drivers center on becoming more customer centric, creating the operational synergies to efficiently deliver superior customer experience. It is mandatory for telcos to analyse their customers’ needs and tailor all their business processes in the value chain to effectively meet their customers’ unique requirements and heightened expectations. Implicit in this argument is the assumption that telco have the ability to turn large volumes of data pertaining to their customers and services into actionable insight. Exploratory Analytics module, coupled with the analytical and domain expertise of revenue planning team can significantly help in almost all aspects of the value chain to effectively interact with customers and design suitable offerings.