Media & Telecommunications
Enabling communications companies by delivering actionable insights from big data - to enhance customer relationships, reduce costs and develop profitable new products and services.
Although it was the dominant player in the booming cell phone sector, a major telco was struggling to get a handle on its Key Performance Indicators (KPIs) and approached Datamine for help.
Datamine identified several reasons for the operator’s ineffective KPI reporting - key amongst them being disparate systems, issues with data cleanliness, wide user needs and different reporting methods.
Datamine was able to successfully bring very large and disparate systems together and assisted a diverse range of organisational stakeholders in defining the company's reporting needs – the result being much improved monitoring of KPIs. Datamine’s training of systems administrators also equipped the company with an in-house resource capable of effectively managing its cell phone data mart.
QMS is an organisation that manages outdoor media displays throughout New Zealand and Australia. In order to sell advertisement slots on billboards, digital billboards and buses, they need to provide the client with a sense for what kind of person might be seeing the ads, at what time, in what location etc.
They realised that they needed a data-driven way to do this, so they got in touch with Datamine about creating an analytical solution that would deliver the measurement and insights needed.
Our team of product managers, data scientists and UX developers worked with QMS to produce an application called The Datalab. It uses external data, such as aggregated Census, banking and mobile location information, to show QMS clients what the potential reach of their media campaign would be.
The application effectively manages access rights and a number of different permission levels, dictating not only what can be seen, but also the scenarios and calculations that can be run.
The platform is an ongoing partnership, and The Datalab is at the heart of every campaign recommendation QMS delivers to its customers. They’ve been thrilled with the results of the platform, as have their clients – in the words of one customer, “QMS’ reach and frequency measurement tools enable us to effectively optimise our out-of-home advertising campaigns by assessing various scenarios to ensure we deliver to our clients objectives.”
Since QMS began working with Datamine, turnover has doubled.
A large telco client requested a segmentation study of its entire fixed service residential consumer base. It had already developed segments that were meaningful to the business, but there were two problems:
Datamine was able to solve both these problems. The first was solved using a technique called “reverse engineered clustering”, a technique that begins with clusters (segments), and then identifies the structure and reliability of the clusters using the data.
Solving the second problem required some segments to be amalgamated, some to be split, and some customers to be moved between segments. The result was a statistically valid segmentation that made ‘sense’.
As a result of this analysis, the telco was able to gain a better understanding of their entire customer base, not just the third of it that had previously been segmented. With confidence that the new segmentations accurately represented their customers, the organisation was able to execute better-targeted marketing campaigns.