DATA is KING
ETIS Conference 2009 – Istanbul
Paul Barrett – Teradata
Agenda
• Introduction
• Data is King
• Lifetime Data Model
Teradata Highlights
• Teradata Corporation – Launched October 1, 2007> Global Leader in Enterprise Data Warehousing
– EDW/ADW Database Technology– Analytic Solutions– Consulting Services
> Positioned in Gartner’s Leaders Quadrant in data warehousing since 1999
• U.S. publicly-traded software company> S&P 500 Member> Listed NYSE: “TDC”> NYSE Arca Tech 100
• Global presence and world-class customer list> More than 1,000 customers> More than 2,500 installations
• Approximately 7,000 associates
Data Is King
The Value of Detailed Data
Carburetor Case Study
• Huge Impact:> 5% lift in acquisition models with this data> 5% of 500,000 sales a month = 25,000 sales> 25,000 sales with $1,000 LTV = $25MM> $25MM * 12 months = $300MM revenue> 30% margin * $300MM = $90MM margin
• Why:> Predictive of customer behavior – likelihood to try
something new> Completeness of data > Easy to match> Easy to link Predictive to data detail
Inte
ractiv
e D
igita
l An
alo
gu
e
Amount of Engagement Data Available
Social Media
Device Health
Subscription
Pre-Paid Voice
Streaming Content
Web Click Stream
Interactive Adv.
Premium Services
Apps
Voice CDR
Wireless CDR
Voice of Customer
The Customer Relationship Is Increasingly Data Rich
Agenda
• Introduction
• Data is King
• Lifetime Data Model
Communications Companies are on the Front Lines of a Consumer Driven Revolution
Detailed Data is a Key Differentiator for Competitive Advantage in Telecom
Understanding Customer Behavior and Preferences
• On the Network(s)
• On the Web
• Making Payments
• Contact Shops or Contact Centers
“My job is to report on
our sketchy idea of
what a customer is.”
– Finance Director at a large U.S. carrier
Understanding Network Behaviors
N E T W O R K C O N S U M E R S
Detailed Data Can Transform Advertising
Targeted
Personalized
Segmented
Profitable
One Problem with Summarization
• Can’t go back and get granular• More difficult to match on campaigns, customers,
products, locations, etc.
A Year Ago Now Next Week
High Value Customer Caught in the Financial Crisis
Losing Data about High Value Customers Risks Long Term Customer Revenue
Agenda
• Introduction
• Data is King
• Lifetime Data Model
Customer Knowledge Over Customer Lifetime
Pro-Forma Assumptions
Customer Knowledge Over Customer Lifetime
Pro-Forma Assumptions
Customer Knowledge Over Customer Lifetime
Pro-Forma Assumptions
Customer Knowledge Over Customer Lifetime
Pro-Forma Assumptions
France#8 – OrangeBenchmark – Yahoo.com is #9#42 – SFR#46 – Bouygues
United Kingdom#21 – BskyB#23 – VirginMedia#30 – Orange.co.uk#53 – 02.co.ul#89 – Vodafone.co.uk
Ireland#33 – Eircom#37 – O2 Ireland#70 – VodafoneBenchmark – Amazon.com is #35
Spain#70 – Orange.es#90 – Vodafone.es
Germany#23 – T-Online#56 – Arcor #96 – O2online.deBenchmark – Twitter is #26
Switzerland#52 – Swisscom#68 – Sunrise
Austria#41 – UPC#53 – Telekom Aus.#70 – T-Mobile Aus.Benchmark – Apple Computer is #52
Italy#49 – Vodafone.it
Belgium#22 – Mobistar#28 – Telenet
Carriers in the Top 100 Web Sites in Every Country Reviewed
• Visitors spend a large amount of time on the site – typically more than 5 minutes per day (Compared to less than 3 minutes at banks).
• Customers shop at carrier sites – Shop.vodafone.co.uk is the highest visited page on the site with almost 25% of visitors
Pro-Forma Assumptions
Customer Knowledge Over Customer Lifetime
CDRs Are a Cornerstone Detailed BI Data Source
• Insightful:> Customer> Network> Financial
• Predictive:> Churn> Acquisition> Overlays> Events> Pricing
Customer Knowledge by Functional Area
Pro-Forma Assumptions
Customer Knowledge by Customer Management
Pro-Forma Assumptions
What Data Do You Have that CouldTransform YourBusiness Performance?