business analytics for telecommunications

8/12/2019 Business Analytics for Telecommunications

1/4


2/4

Executive Dashboard

Segmentation

Retain high-value customers withthe right retention offers

Optimize customer interactionsacross all channels and all products& services Revenue GeneratingUnits (RGUs) with real-time offermanagement

Increase the effectiveness ofmarketing campaigns

In a recent survey of communicationexecutives it was noted that the lackof a reliable set of widely acceptedstrategic key performance indicators

(KPIs) and reports was one of themain inhibitors to achieving their goals.

Industry Trends and

Current State

The problems with BIM within thecommunication industry have beenwell known and as a result, severalsolutions have attempted to fill largevoids to alleviate specific symptoms.

Early attempts to address the problem

include industry specific data models(E.g. Teradatas CommunicationsIndustry Logical Data Model (CLDM).Other attempts include solutions suchas Siebels (now Oracle) Data

Warehouse solution that included acombination of a select set of reports,data models, and Informatica basedExtract, Transform and Load (ETL) toaddress reporting needs out of Siebelscustomer relationship management(CRM) solution. More recent solutionsfocus exclusively on the front end byoffering a set of dashboards andreports that may be used by certainexecutives. These recent solutionsfocus on the end state allowing theenterprise to choose and developother components of the solution ontheir own.

None of these offerings yet provide anend-to-end comprehensive solutionthat will alleviate the fragmented BIMpicture within the enterprise

addressing its strategic needs across allof its products, services and offerings.

The Solution

CapgeminisBusiness Analytics for

Telecommunications(BAT) solutionis a comprehensive solution kit thatwill accelerate the achievement of anend state solution directly addressingthe strategic needs of the enterpriseand its executives. The solution kitincludes

1. Communications Industry KPIrepository

2. A comprehensive set of operationaland strategic dashboards and

reports

2

3. A summarized mart model tosupport the reports (initially based

on Oracles OCDM)

4. Detailed data model (initially basedon Oracles Communication DataModel (OCDM)

5. Quick start kit to configure andcustomize the solution or selectcomponents for the companysunique needs


3/4Business Analytics for Telecommunications 3

BIM the way we do it

Business Analytics for Telecommunications Analytics Solution Architecture:

with OCDM

DetailFacts

Summary

Facts

CapgeminiData Mart

Dimensions

DerivedLayer

CDC&ETL

OWBETL

ETLOraclePL/SQL

ETL DATABASE REPORTING / ANALYTICS

Presentation

Layer

Business

IntelligenceEDWData Integration

Data

Sources

PortalDashboards / Reports

MEDIATION

BILLING

CRM

OWBETL

AggregateLayer

Staging

3NFBaseLayer

OCDM Components

The power of the solution is thatCapgemini balances the need to

depict an end state picture with thefact that each communicationcompany, given its legacy, has uniqueneeds. The BAT kit provides a readyto deploy solution that is customizedand configured within the context ofeach client.

The quick start kit can reduceimplementation times by as much as60% by leveraging Capgeminisintellectual property through readily

deployable data models, data adaptersand reports. Furthermore the industrystandard reports help facilitateconsensus building across businessunits further reducing time to marketwhile setting expectations right fromthe beginning thereby improvingcustomer satisfaction.

The BAT solution can either as awhole or can be deployed in parts.Examples of the solution beingselectively deployed include using thedetailed data model to supportexisting marts and canned reports,deploying the BAT mart and reportson top of an existing custom orindustry standard (e.g. TeradatasCommunications Data Model (CDM)data warehouse. However one mustkeep in mind that when BAT isselectively deployed, the dependentcomponents must be complete androbust to ensure effectiveness.Selectively deploying BAT enables

leveraging existing investments in datawarehousing or reporting platforms.

The BAT solution includes a repositoryof best-practice telecommunicationsKPIs set within a defined framework.These are deployed within role basedanalytical dashboards. Users also havethe option of building their ownreports for ad-hoc analysis.

The data models included are

designed to specifically supportanalytics and does not replicate orreplace leading telecom entity data

models such as the OCDM orTeradatas CDM.

Although the BAT solution isprimarily built using the Oracle stack,it has been successfully implementedleveraging solutions from otherpartners most notably Teradata and

SAP BusinessObjects amongst others.

Salient features of the solution

include

Prebuilt role based dashboards e.g.Sales, Marketing, Churn, Call CenterManagement

Specialized dashboards including360 degree view of the customer,Permission Marketing and Next BestOffer analysis.

Support for real time decisionmaking through Next Best Offeranalysis

Business Analytics for Telecommunications

Analytics

BIMAnalyticsExpertise

Role-based &Process ViewDashboards

WHAT IFAnalysis

Telco

Role-specific

Views

Customer

Network Financials

Global networks of subject matter experts

Global Presence

Telco BIM

Reference

Architecture

Telco Service Chain Analytics Expertise

Architecture & Integration Expertise

Leading Technology Vendors Alliances and

Expertise

Research points of views on emerging

industry trends

Ongoing monitoring of innovations and

key developments in the telcomarkets and Business Intelligence

solution space

Bespoke research and analysisTelco

Domain

Expertis

e

Local

Near shore

Offshore

Integration

with otherData Warehouse

solutions

TelcoKPI

Framework

Business

Analytics forTelecommunications

QuickDeployment

Salient Features


4/4

What If? analysis and Value drivertree (VDT) depiction of cause and

effect

The following diagram depicts thebusiness areas already being addressedby BAT and the areas that are underconstruction. All in all the BATsolution is a comprehensive reportingsolution specifically designed andconstructed for the communicationsindustry.

The solution uses the CapgeminiTelecommunications KPI framework

which covers key aspects of acommunication enterprise includingcustomer and agent operations,customer management, enterprisemanagement, products and services,marketing, resourcing and suppliermanagement.

BAT is built using common andaccepted commodity frameworksresulting in a component-based

building block solution architecturethat can be deployed whole or in

support of an existing eco-system.The framework is scalable to allow theinclusion of new KPIs and to modifyexisting ones based on eachenterprises unique situation andbusiness processes. Each KPI isrepresented once and is used multipletimes across different dashboards,reports and subjects, thus ensuringone single version of the truth.

To find out more about

Capgeminis Business Analytics forTelecommunications please contact usat [email protected]

Capgeminis Business

Information Management

(BIM) Group

With over 5,000 BIM practitionersaround the globe, Capgemini providesresources, combining expertise ofinformation strategy, businessconsulting and a deep understandingof BI technologies to ensure seamlessand effective implementation.Our BIM Center of Excellence inBangalore, India also consists of 1,500skilled consultants as a part of ourdifferentiated Rightshore model.

2011 Capgemini. All Rights Reserved. No part of this document may be modified, deleted

or expanded by any process or means without prior written permission from Capgemini.

Rightshore is a trademark belonging to Capgemini.

Capgemini, one of theworlds foremost providers

of consulting, technology and

outsourcing services, enables its clients totransform and perform throughtechnologies. Capgemini provides its

clients with insights and capabilities thatboost their freedom to achieve superiorresults through a unique way of working,

the Collaborative Business Experience.The Group relies on its global deliverymodel called Rightshore, which aims to

get the right balance of the best talentfrom multiple locations, working as oneteam to create and deliver the optimum

solution for clients. Present in more than35 countries, Capgemini reported 2009global revenues of EUR 8.4 billion

(approximately USD $11.6 billion) andemploys 106,500 people worldwide.

More information about our services,offices and research is available atwww.capgemini.com.

About Capgemini and the

Collaborative Business Experience

Prioritized Areas for Analysis

TELECOMINDUSTRY (BILLING, MARKETING, SALES,NETWORK MANAGEMENT)Key BusinessProcesses

Network

Management

/ytilibaileR

Availability

yticapaC

Analysis

/noitazilitU

Traffic

Inventory

Management

Available WIP Potential new areas

Marketing-

CampaignManagement

Campaign/

Promotioneffectiveness

Permission

Marketing

gnitekraM

Analytics

rotitepmoC

Analysis

Customer

Management

remotsuCSegmentation

remotsuC

360View

MRCrehtO

Analytics

Churn

Management

remotsuCService

txeN

BestOffer

selaS

Reporting

Cross Sell/UpSell

Opportunities

Channel

AnalyticsSales

secivreS

Usage

secivreS

Profiling

tcudorP

Planning

ecivreS

Activation

Service Fulfillment

/AssuranceServices

laicnaniFreporting

RevenueAssurance

duarFDetection

RevenueLeakage

stnemyaP& Collection

FinanceManagement

Contacts:

Ravi Kumar Vadaga

[email protected]

Makund Shastri

[email protected]

business analytics for telecommunications

Documents