Business Analytics in Telcos

In todays telecom environment, there is much conversation surrounding analytics.  Having data exposed to a reporting tool (yes IT folks I am purposely keeping the blog simple) and producing reports that offer no insight into customer behavior adds no business value. Actually, I hold the view that having IT folks produce adhoc reports is a waste of a resource when business analyst are embedded in the business but that's for another post. For your analytics solution to add value it must provide the following:

Predictive analytics

Provide meaningful insights into customer’s behavior. Will the customer churn, if so, why and when (Identification of customer service issues), will they accept an upselling offer (target marketing).

Customer lifetime value segmentation

Identify customers by use of customer segmentation techniques, inclusive of scoring customers in these segments based on transactional data as well as providing real time information to the relevant customer service staff during interactions with customers.

Decision management

Recommend specific interactions for each individual customer along with targeted configurations and content

Gartner’s 2015 Magic Quadrants for Business Intelligence and Analytics Platforms as well as Advanced Analytics Platforms are provided for additional reading. Is your company using analytics and if so how?