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Focus on Few, Make Big Data 'Big'

Ahmed Saady Yaamin
Ahmed Saady Yaamin

The document discusses how analyzing big data can help a telecommunications company in Bangladesh better understand their customers and improve key business metrics. It provides examples of segmenting customers based on call patterns and revenue, analyzing complaint call details to reduce churn, using call center data to optimize operations, and leveraging data usage patterns to increase data uptake. The overall message is that mining insights from big data can help telecom companies address major challenges, focus on high value customers, and drive business outcomes.

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MO off-site Focus on Few Make Big Data Big Ahmed Saady Yaamin 29-Jul-2015 Presented @ NG Telecoms Summit Asia, Singapore
Bangladesh: a developing country, a young nation with full of promises 160m Total population 6% GDP growth 24 years Average age of Bangladeshis 8th largest Population in the world 17 billion USD international reserve
111MTotal subscriber 98%Prepaid market $ 2.7Industry ARPU $ 7.5SIM tax 58%Tele density 7%Internet penetration 40%Multi-sim 46%Edge enabled handset Bangladesh telecom market highlights
a flexible and generic structure needs to be developed to convert insights into business outcomes break down the challenge into smaller use cases to analyze get the buy-in from functional team to proceed further Implement and monitor fresh insights to solve problems Business outcomes from insight identify and prioritize business challenges find out ACTIONABLE insights to solve the business challenge
Knowing the customer customer experience customer churn grow data major business challenges the must win battles
moving from traditional ARPU-AON based segmentation to VLR-MoU segmentation helps to identify opportunities 1 to 100 100 to 250 250 to 500 >500 1 23 % Learner 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 37 % Social Caller 31 % Gold 7 % Platinum 22 23 24 25 26 27 28 29 30 Rev 3 % Rev 13 % Rev 45 % Rev 36 % Rev 3 % 38% of customers generates 81% of total revenue 62% of customers generates only 19 % of total revenue, this leaves a big growth potential 2% Maverick Irregular Spike VLR MOU Data points are illustrative purpose only, not actual value
churn is caused by customer dissatisfaction - diving into deep details of complain calls brings fresh insights 84.6% 81.7% 70.8% 77.7% 72.3% 64.8% 44.0% 84.6% 82.6% 1st call resolution category wise Special care on retailer and data service related callers to increase rate of 1st call resolution 1st call resolution 2nd call resolution 3rd call resolution 4th call resolution Total revenue -16% -1% -31% 21% -40% -30% -20% -10% 0% 10% 20% 30% %ofRevenuedrop revenue trend after complain Every 3rd call resolution results in a revenue drop of 31% Data points are illustrative purpose only, not actual value
advance analytics can transform call center into a profit center by reducing churn and by increasing revenue CP VAS Service Data Service Gen Query Complain loggers Campaign/Offe rs Voice Product/Packag e Robi VAS Service 0 1 2 3 4 5 6 7 8 Call Prioritization based on revenue 6% 7% 8% 9% 9% 10% 11% 12% Robi VAS Service CP VAS Service Complain loggers Retailer/RSP Query Voice Product/Package Campaign/Offers Gen Query Data Service Call category wise churn propensity Data points are illustrative purpose only, not actual value
business doesnt grow from voice only; data deserves equal focus and analytics can increase data uptake 0 25 50 75 100 125 0 5 10 15 20 25 30 Traffic per day of usage (MB) Frequency of use (days per month) Scatter plot of all data users (scaled) (high usage, high usage days) High end users (4.92%) Keep happy with loyalty offers Low usage, high usage days Frequent checkers (6.67%) increase traffic by rewarding larger bundles (low usage, low days) Low-end users (85.2%) Aim to increase both traffic and frequency with free tryout offers (High usage, low usage days) Incidental downloader (3.19%) : Aim to increase days of use by rewarding days of usage Data revenue increased from 20%-300% in different micro segment Data points are illustrative purpose only, not actual value
summary Know your customers. Keep the basics right Be open to innovate and improvise
Focus on Few, Make Big Data 'Big'
Ahmed Saady Yaamin VP, Enterprise Business Intelligence Robi Axiata Limited saady.yaamin@robi.com.bd +8801819210040 Thanks!

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Focus on Few, Make Big Data 'Big'

  • 1. MO off-site Focus on Few Make Big Data Big Ahmed Saady Yaamin 29-Jul-2015 Presented @ NG Telecoms Summit Asia, Singapore
  • 2. Bangladesh: a developing country, a young nation with full of promises 160m Total population 6% GDP growth 24 years Average age of Bangladeshis 8th largest Population in the world 17 billion USD international reserve
  • 3. 111MTotal subscriber 98%Prepaid market $ 2.7Industry ARPU $ 7.5SIM tax 58%Tele density 7%Internet penetration 40%Multi-sim 46%Edge enabled handset Bangladesh telecom market highlights
  • 4. a flexible and generic structure needs to be developed to convert insights into business outcomes break down the challenge into smaller use cases to analyze get the buy-in from functional team to proceed further Implement and monitor fresh insights to solve problems Business outcomes from insight identify and prioritize business challenges find out ACTIONABLE insights to solve the business challenge
  • 5. Knowing the customer customer experience customer churn grow data major business challenges the must win battles
  • 6. moving from traditional ARPU-AON based segmentation to VLR-MoU segmentation helps to identify opportunities 1 to 100 100 to 250 250 to 500 >500 1 23 % Learner 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 37 % Social Caller 31 % Gold 7 % Platinum 22 23 24 25 26 27 28 29 30 Rev 3 % Rev 13 % Rev 45 % Rev 36 % Rev 3 % 38% of customers generates 81% of total revenue 62% of customers generates only 19 % of total revenue, this leaves a big growth potential 2% Maverick Irregular Spike VLR MOU Data points are illustrative purpose only, not actual value
  • 7. churn is caused by customer dissatisfaction - diving into deep details of complain calls brings fresh insights 84.6% 81.7% 70.8% 77.7% 72.3% 64.8% 44.0% 84.6% 82.6% 1st call resolution category wise Special care on retailer and data service related callers to increase rate of 1st call resolution 1st call resolution 2nd call resolution 3rd call resolution 4th call resolution Total revenue -16% -1% -31% 21% -40% -30% -20% -10% 0% 10% 20% 30% %ofRevenuedrop revenue trend after complain Every 3rd call resolution results in a revenue drop of 31% Data points are illustrative purpose only, not actual value
  • 8. advance analytics can transform call center into a profit center by reducing churn and by increasing revenue CP VAS Service Data Service Gen Query Complain loggers Campaign/Offe rs Voice Product/Packag e Robi VAS Service 0 1 2 3 4 5 6 7 8 Call Prioritization based on revenue 6% 7% 8% 9% 9% 10% 11% 12% Robi VAS Service CP VAS Service Complain loggers Retailer/RSP Query Voice Product/Package Campaign/Offers Gen Query Data Service Call category wise churn propensity Data points are illustrative purpose only, not actual value
  • 9. business doesnt grow from voice only; data deserves equal focus and analytics can increase data uptake 0 25 50 75 100 125 0 5 10 15 20 25 30 Traffic per day of usage (MB) Frequency of use (days per month) Scatter plot of all data users (scaled) (high usage, high usage days) High end users (4.92%) Keep happy with loyalty offers Low usage, high usage days Frequent checkers (6.67%) increase traffic by rewarding larger bundles (low usage, low days) Low-end users (85.2%) Aim to increase both traffic and frequency with free tryout offers (High usage, low usage days) Incidental downloader (3.19%) : Aim to increase days of use by rewarding days of usage Data revenue increased from 20%-300% in different micro segment Data points are illustrative purpose only, not actual value
  • 10. summary Know your customers. Keep the basics right Be open to innovate and improvise
  • 12. Ahmed Saady Yaamin VP, Enterprise Business Intelligence Robi Axiata Limited saady.yaamin@robi.com.bd +8801819210040 Thanks!