Real-time Streaming Analytics for Telcos: The Essentials

For telco providers, streaming analytics capabilities are crucial for optimizing their network performance, improving the customer experience, increasing retention rates and reducing costs. Ari Banerjee, Senior Analyst at Heavy Reading, recently published a report that succinctly outlines:

  1. The differences between real-time streaming analytics and conventional batch-oriented analytics
  2. The essential streaming analytics capabilities that a telecom should seek
  3. The key benefits that a streaming analytics solution provides

The report delves into how major telecoms are considering the use of streaming analytics to aid with:

Real-time Targeted Offers and Campaign Management – Streaming analytics empowers service providers to deliver real-time targeted offers and focused campaigns based on up-to-the-minute data, including network data, location information, customer profile data, events and rules. Creating innovative and highly relevant offers creates an incremental revenue stream, increases customer lifetime value, and strengthens affinity and loyalty, thereby mitigating churn.

Event-Based and Personalized Marketing – Telco providers can take advantage of location-based data and movement-over-time patterns that provide insight into how to better target users through geo-fencing or location-based advertising. This means that when subscribers enter certain geographical zones, they receive a free and timely SMS or a highly targeted ad banner through their social media accounts from a nearby merchant based on profile and behavioral characteristics.

Real-time Churn Prediction and Prevention – Using streaming analytics, telco carriers can identify customers with a higher propensity to churn along with other subscribers within their social circle over whom they have influence. The ability to process information about all interactions that impact the customer experience in real-time – including network coverage, current location, bandwidth consumption, billing information, support history and device type – is the key to mitigating churn.

Real-time Subscriber Experience Management – By capturing real-time geo-location data from subscriber devices along with profitability, service status and customer profile information, telco carriers can monitor individual subscribers as well as corporate customers and their activity. They can immediately glean critical and actionable information to prevent potential service degradation or failure for valued subscribers

Real-time Revenue Assurance and Leakage Mitigation – With full purview into the context of a customer’s financial behavior, revenue assurance platforms can help create optimized personalized courses of action for customers behind on their payments. Carriers can also use streaming analytics to raise fraud alerts, block transactions, initiate a revenue assurance remediation process and uncover previously hidden patterns to prevent revenue leakage.

Real-time Fraud Prevention – The proliferation of spam creates revenue loss and leakage, wasted network bandwidth, and higher staffing and support costs – all of which directly impact the bottom line. The negative impact on the customer experience can also result in increased churn and brand equity deterioration. The report outlines how streaming analytics solutions allow for the processing of real-time network feeds to detect spam while it is being sent. By correlating variables such as SMS rates, IMSIs and IMEIs used over time, location data and time of day information, spam can be detected and prevented.

I’d like to encourage you to read the full report. It’s packed with detailed use cases that illustrate how you can put your data to work using streaming analytics to generate revenue and deliver a superior customer experience.

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