Using call data information to grow your data lake and to provide new insights
Data analytics is expected to help operators transform their businesses. To really deliver, it needs to include data from the widest possible range of sources. Can you integrate data from B2B service platforms? Have you thought about the rich insights they can unlock?
Operators are increasingly exploring the use of data analytics to obtain insights regarding network and service performance and subscriber behaviour. These insights are already having an impact on operational performance. For example, McKinsey, a consultancy firm, reports that, in some cases, the use of advanced analytics can help reduce customer churn by up to 15%. According to the report, “analytics can help operators transform their operations, across multiple dimensions”.
One key area of focus is the potential to use such information to inform business relationships with customers. Analytics can unlock a deeper understanding of customer behaviour and habits, enabling new revenue opportunities to be discovered. Similarly, it can enable operators to monitor complex SLAs, so that they can deliver the services with the correct performance levels. However, operators recognise the potential of such approaches, many are at the earliest stages of their analytics journey.
An important step along this road is the integration of multiple data sources to create a unified data lake for processing by analytics engines. This means that all solutions within an operator’s network, including infrastructure and service assets, must provide data export and delivery capabilities. The combination of multiple data sources will be essential for discovering the most insights – and for creating a growing lake of data for obtaining the most insights in the future.
For Gintel, this means providing real-time service data as a stream to help fill this lake. We capture two kinds of data sets. First, classical Call Data Records, or CDRs, which are primarily used for billing and the presentation of statistical information to user companies. Second, Event Data Records, or EDRs. These contain all information regarding events, such as successful or unsuccessful call attempts, missed calls, partially completed sessions and so on.
From these, a complete picture of everything that happens in a given enterprise and across an entire user base can be created, including across the different terminals that are used by customers. This data can be used to drive insights that help operators deliver better services, increase the value they deliver to business customers and also to design new services:
- Design new service flows
- Understand call completion rates
- Understand geographic distribution and indicators
- Understand most frequent destinations
- Understand most frequent callers
- Update call barring preferences based on unexpected calls
- Create new whitelist permissions
- Provide new package information
- Develop new packages
In addition, the data exported can be combined with that from other sources to drive further insights. So, integrating EDRs and CDRs from B2B service platforms provides a valuable source of information for service optimisation and is essential for a comprehensive data analytics programme.
Why not find out how Gintel can help you deliver new B2B services, optimise existing offers and help fuel transformation through analytics? Get in touch to learn more.