ldm presentation
TRANSCRIPT
Contents
• Concept of LDM• LDM Vs PDM• Entity & Attributes• Sample ER Diagram• CLDM – Top Level Components
> Summary> Relation between Top Level Components
• Subject Area Overview • Subject Area Model Detail
> Party> Geography> Offering> Network> Finance
Logical Data Defined
A Logical Data Model is> a model of the business information> a graphical representation of the information
requirements for a data warehouse environment - it is not a database.
> defines individual business information elements and how they relate to one another
> ultimately defines which business questions can be answered from the data warehouse and thus determines the business value of the entire Decision Support System.
> Is independent of technology
Logical Model vs. Physical Design
The Logical Model The Physical Database Design
I ncludes all entities, attributes and relationships
I ncludes Tables, columns keys, data type, validation rules, security
Uses Business Names Names may be limited by the DBMS
Captures information necessary for the business
I ncludes technology specific information such as flags, switches
I s normalized to 3NF Often de-normalized for performance of ease of programming
No redundant data I ncludes redundancy
No derived data Summarization
Business experts Physical design experts
Entity Types
• An object in the real world about which we want to maintain data> must exist, must have properties, distinguishable from
other objects• a person, a car, a house, an account
> can have a physical existence (real) or conceptual existence (abstract)
• Customer is physical• Inspection is conceptual
Attributes
• Entities have attributes (properties)> attributes represent what we want to know about entities> Entity type: Video> Entity type Attributes: title, price, category> Attributes Values: Mad Max, $12.45, Action
• Attribute values are drawn from a given domain, which presents the type of possible values of the attribute
• Doe John 35 is an entity instance of STUDENT entity type• Domain for AGE is 17-90
Entity / Relationship Diagram
one ACCOUNT receives zero, one or more BILLING STATEMENTs /one BILLING STATEMENT is for one and only one ACCOUNT
one BILLING STATEMENT summarizes one or more CHARGE ITEMs /one CHARGE ITEM is summarized on one and only one BILLING STATEMENT
P
one PARTY INDIVIDUAL has zero, one or more ACCOUNTs /one ACCOUNT belongs to one and only one PARTY INDIVIDUAL
BILLING STATEMENT CHARGE ITEM
BILLING STATEMENT Identifier (FK)BILLING STATEMENT CHARGE Sequence Number
CHARGE CLASSIFICATION IdentifierBILLING STATEMENT CHARGE Charge AmountBILLING STATEMENT CHARGE Charge QuantityBILLING STATEMENT CHARGE Charge Effective DateBILLING STATEMENT CHARGE Charge End Date
BILLING STATEMENT
BILLING STATEMENT Identifier
ACCOUNT Identifier (FK)BILLING STATEMENT Effective DateBILLING STATEMENT Due DateBILLING STATEMENT Total Usage Revenue AmountBILLING STATEMENT Total Discount AmountBILLING STATEMENT Total Balance Due AmountBILLING TYPE Code
ACCOUNT
ACCOUNT Identifier
PARTY Identifier (FK)ACCOUNT NumberACCOUNT BILLING PRESENTATION TYPE CodeACCOUNT TYPE CodeACCOUNT Deposit AmountPreferred PAYMENT TYPE Code
PARTY INDIVIDUAL
PARTY Identifier
PARTY INDIVIDUAL First NamePARTY INDIVIDUAL Middle NamePARTY INDIVIDUAL Last NamePARTY INDIVIDUAL Title TextPARTY INDIVIDUAL Suffix TextPARTY INDIVIDUAL Social Security NumberPARTY INDIVIDUAL Birth DatePARTY INDIVIDUAL Gender Code
Relationship
Entity
Attributes
CLDM – Top Level Components
Network
Customer
Campaign
Revenue/Usage Offer
FinanceTracks monetary information about Invoice Accounts, Payment Accounts, Billing, Revenue, Payments, Settlements and Costs.
LocationTracks the physical, geographical relationships of customers and assets
NetworkTracks how and when a customer utilizes a product or service and provides detailed information about the physical equipment that is used to provide these services.
OfferTracks product and service offers at the consumption level - unravels arcane product structures to lowest level such as Contracts, Products Structures, Product Associations, Promotions, Shopping Transactions & Subscriptions.
PartyTracks all persons, businesses, groups or associations at the business relationship level. Details about Scoring & Segmentation, Awards, Channels, Web Sites, Privacy and Profiles.
CLDM – Top Level Components
Subject Area Overview
Party
Customer
Associate(Employee)
Analytic Model
Segment
Type of Customer
WebOperation
Award Program
Privacy(Sales)
Channel Usage
Geography
Geography
Demographic
Address
Offering
Offering
Shopping
Subscription
Offering Term
Contract
ProductPromotion
Network
NetworkCoverage
Equipment(Cell, Switch)
Usage CDR / IP
Traffic Management
Technology
Customer Access
SIM Card Web Server
Finance
Account
Settlement
Cost
Credit Rating
Pre-Paid
Billing Statement Item
Payment
Billing Statement
Party Subject Area
• Defines organizations and people of interest to the CSP> Customers, Prospects,
Suppliers, Partner Carriers, Resellers, Employees, Contractors, Competitors, etc.
• Also can track> Any known external
organization hierarchies whether Manager to Employee or Company to Corporation
> Party demographics such as annual income, number of employees, etc.Picture source: TDC
Party Subject Area
• Who are our best Customers by tenure?• Who are all Parties that became first time
customers in the last 90 days?• Who are all Parties that ceased to be
Customers in the last 90 days?• Which households have 3 or more
Customers?• Which Corporations have over 100 separate
departments?• What is the total number of active Customers
by segment, account, household?• What is the number of new Prospects?• What is the conversion rate of Prospects to
Customers?
Base Facet- customers- prospects- dealers
Award Facet- incentives
- rewards Demographic
Facet- attributes- credit history- equipment
Analytical Model Facet- categories- groupings- scores
Privacy Facet- opt in/out- data sharing
Channel Facet Associate Facet - Employees
- Contractors
Who is a Party?
April 2002
Copyright 2002 NCR Corp. All Rights Reserved. Distributed under License Only.
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A party is anyone who is of interest to the CSP!
Customer
Prospect
Former Customer
Internal Organization
Competitor
Web browser
Relation to a customer, e.g. bill payer
Parties can change over time!
A Party may be of many types
Copyright 2002 NCR Corp. All Rights Reserved. Distributed under License Only.
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Web browser
Organization
Internal Organization
Household
Individual
Party/Account relationship
Owner Bill payer Owner
FatherSon
Account ‘123’
Account
Account ‘117’
Account
Relationships changes over time!
Account Manager
Employee
Party.Channel
Investigation of Campaign
Web site
Request
Call-CenterTelemarketing Mobile
Follow up
Offer
Owner
Account
Marketing Info
Call CenterEquipment Repair Center
Fault Reporting, Complain
Geography Subject Area
• Maintains information on:> Addresses
•Physical locations •Telephone contact numbers•Email Addresses
> Geographic components •Real geo areas such as Pakistan, Lahore, Bengal•Constructed geo areas such as Northern Canada, Southern Europe, Rural Areas
• Mostly used in the record selection and sorting of queries and reports
The physical and electronic addresses that designate any type of location. Locations may be designated for customers, billing,
marketing, servicing, equipment, and public listings.
Geography Subject Area
• Geography questions are part of every subject area, and include:> What Offers are selling best by geography?> Who are our best customers by location?> Where is a particular switch located?> Are network outages related to a specific
location?> Is our Internet service available in the 06321
Postal Code area?
Address Facet
- Mailing
- Electronic
- Telephone
- Address Relationships
- Defined geographic hierarchy
Offer Subject Area
• Captures any information that is particular to offerings, equipment products and services marketed, inventoried or sold
• Offerings are built from products and services with pricing options at any level
• Tracks sales and subscriptions with associated channel
• Tracks parties involved with offerings and products in roles such as management, maintenance, and manufacturer
Offer Subject Area
• What Products/Services are used by segment, account, household?
• What Products/Services have the highest cancellation rate by segment, account, household?
• Which Products/Services have the lowest cancellation rates?
• What Customers have cancelled their subscriptions in the past year?
• Which Customers are within 90 days of their contract expiration date?
• Who are the most productive Dealers based on number of subscriptions sold?
• Who are the least productive Dealers?
Product Facet
- product/offer
attributes
- rates/fees
Product Association Facet
- to Party’s, Accts,
Channels
Contract Facet
- terms and
conditions
Incentive Facet
- buy incentives
Subscription Facet
- activations
- cancellations
Shopping Trans
- order fulfillment
- discounts
- coupons
Offering Product - Overview
An Offering isA grouping of one or more Products and the corresponding price plan, rate structure or unit charge that may be marketed by the Communications Service Provider for the purpose of generating revenue. An Offering is what a customer purchases or subscribes to.
A Product isA telecommunications service, commodity, piece of Equipment or special service that may be marketed for revenue-generating purposes. A Product is what a Customer consumes.
A Product Item isThe domain of elements that can be associated with a Product or Offering.Examples:
• Monthly Access Fee• Included Minutes Peak• Included Minutes Off-Peak• Minimum Usage Charge• Peak Rate• Additional Airtime Minutes• Monthly Commitment Dollar Amount• Sales Price
Finance Subject Area
• Contains monetary information about Customer Accounts, Billing, Payments, Revenue, Settlements and Cost
• Billing information at statement header level as well as lowest level of charging unit
• Recording of customers’ payment account types
• Billing account hierarchy for single bill and sub-account billing
• Allows cost allocation to any other modeled component
Finance Subject Area
• Who are the best Customers by revenue generated by segment, account, household?
• How much billed revenue is generated by Residential Customers vs. Business Customers by segment, account, household?
• Which Customers churned within 90 days of making a late payment?
• What is the total usage trend by segment, account, household?
• What is the total usage for domestic, international, operator by segment, account, household?
• What is the Customer acquisition cost by segment, account, household?
Account Facet
- type
- status
- usage
- bill cycle
- credit class
Billing Facet
- terms
- discounts
- fees/charges
Cost Facet
- one time
- recurring
- operations
Payment Account Facet
- payments Other Revenue
Facet
- non core
Settlements Facet
- Declarations
- Agreements
Network Subject Area
• Describes the mechanisms available to customers for accessing the network to use products and services
• Tracks in detail the network infrastructure
• Captures network traffic sourced from multiple points in the processing cycle of network activity from network signaling through billed call detail> PSTN and IP> Prepaid and postpaid
Network Subject Area
Access Facet
- type/how
- status
- carrier Access Subtypes
Facet
- element Cell Site Facet
- element Numbering Plan
Facet SIM Card Facet Call History Facet
- CDRs
- recycle CDRs IP Usage Facet
- IP Data records Fraud Profile Facet Coverage Area Facet
- Geographies
- Cell Sites
• What is the breakout of originating vs. terminating traffic by segment, account, household?
• What are the Customer traffic patterns by high profit, low profit, unprofitable segments?
• What % of calls, by originating cell site, were “abnormal disconnect”?
• Which busy switch centers are in the high value areas?
• Which existing service areas are the best targets for a new product/service rollout?
• Which Customers, with a specific feature, used it 5 plus times per month?
• Is there a network or billing condition causing CDR errors resulting in lost revenue?
• Captures all Routes of interest to the CSP with an indication of the role that different operators play
• Describes the Trunk Groups that service a Route
• Relates actual incoming and outgoing Trunk Channels to the ”Call Leg”
• Captures intended primary route and actual route travelled
Network.Route
Network.Prepaid
• Captures usage recorded on the Decrementing Engine for Prepaid to allow analysis of any latency in updates to the Decrementing Engine
• Optionally tracks at individual usage level or summary level
• Details of Prepaid payments• Effect of automated messages
to prepaid users can be analyzed
Source: VoiceCue Blue
Subject Area Model Detail
Network. Access Method
Accs Method
Prepaid/Postpaid
NWD/Intl
Normal/Gold
City
AccountActive/InactiveReason Party
Activation Dt
Service Order SIM Card
Recharges
Finance. Account
Account
Name
Cash/Check
Billing/Service Agg
Billing
PartyActive/InactiveReason
RelationPayment Acct
Finance. Billing
Billing
Date
Sequence
Bill Type
Amount
Postpaid VIP/Basic Prepaid
CUG/Miss Call Alert
Finance. Billing (contd)
Adjustment
Date
Billing ADJ/Waiver
Amount
Finance. Billing (contd)
Payment
Date
Cash/Check
Amount
Finance. Payment Account
PMT Account
Credit Class
Refund
Deposit
Party. Base
Party
Customer/Service USR
NIC/Passport ID
Name
Gender
AddressActive/InactiveReason
Party
Birth Date
SME-Family/Employee
Seller
Geography. Address
Address
Telephone No
City
Region
CountryAddress Line
Network. Call History
Call History
Access Meth Id
MMS_GPRS/Call_OUT_LOCAL
Call Completion Flg
GSM/SMS
Second/Minute/KBInbound/Outbound
Date
Peak/Off-Peak
Domestic/Intl
Operator
Amount
Cell Site
Network. Product & Prod Assoc
Product
Access Method
ChannelActive/InactiveReason
Product/Service
Postpaid VIP/Basic Prepaid
CUG/Miss Call Alert
Party. Channel
Channel
Platinum/Gold
Dealer/Franchise
Channel
Finance. Service Order
Service Order
Accs Meth/Acct
Complete/Pending
Channel Date
Install/Modify/CancelReason
Network. SIM Card
SIM Card
Serial Num
Assigned/Not Available
Date
Party. Prepaid
PrepaidEload/Evoucher Scratch card
User Activity
CRM
Customer
Prepaid Postpaid
Service Account
Accs Meth Id
Service User (P/S)
Billing Account
Accs Meth Id
Invoice Receiver (P/S)
Contact
Communications Logical Data Model