Big Data Monetisation : Selected Success Stories

Transcription

1 Big Data Monetisation : Selected Success Stories Dr. David Millán - Director Big Data for Comms & Media, EMEA Data Capital Event, Madrid, November 24 th Copyright 2014 Oracle and/or its affiliates. All rights reserved. 1

2 84% of market value of S&P 500 companies comes from intangible assets Copyright Copyright 2015, Oracle 2014 Oracle and/or and/or its affiliates. its affiliates. All rights All rights reserved. reserved. 2 Source:

3 1 2 3 CREATE UNIQUE DATA CAPITAL REDUCE OVERALL COST OF DATA CAPITAL INCREASE RETURN ON INVESTED DATA CAPITAL Copyright 2014 Oracle and/or its affiliates. All rights reserved. 3

4 mobile devices customer service ad consumption social media demographics marketing response Millions of interactions create immensely valuable data prospects subscribers transactions

5 Most data remains unexploited Impact on Data Management Produce Data Smartphones generate 48X more data traffic than basic phones. Data tends to generate more data % Most data remains unexploited Use Data Copyright 2014 Oracle and/or its affiliates. All rights reserved. 5

6 Data tells us many things about our customers but it is often hard to make differenciations with incomplete data Male, above 70 y.o. Grew up in England Married twice, children Successful, wealthy Art lovers What are we missing? 6

7 Connect the Silos, Understand Customers, Drive Decisions Voice/data and handset usage Network and browsing data Consumption logs, clickstream & devices Social media activity Marketing campaign response Demographic, user and credit data Customer contacts and service cases listen better first-party data single customer view micro-segments scoring preferences behaviour interests history learn faster third-party data customer acquisition, retention multi-channel marketing targeted offers and sales next best offer execute smarter programmatic advertising network CAPEX & OPEX optimisation product & price strategy personalised content Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential

8 How Can Companies Benefit From Big Data? Understand End Consumers Unlock the value of telco customer big data Engage with Consumers Deliver compelling consumer experiences Monetise First-Party Data Enable business model innovation and agility Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential

9 Big Data Opportunity Unlocks Significant Value Data monetisation value pockets Internal monetisation External monetisation Revenue uplift Big Data analytics for extracting incremental value out of geolocation feeds and internet browsing data. Revenue leakage containment Avoid revenue declines due to churn, downgrades or customer inactivity, analysing network activity and reacting in real-time. Digital services for 3 rd parties to enrich their data, their marketing and advertising activities. Cost savings and investment management Optimise operations and business support systems, driven by better Big Data network insights. Copyright 2014 Oracle and/or its affiliates. All rights reserved. 9

10 Revenues More Value From Internal Explotation In The Short Term But Higher Value From External Monetisation In The Long Term Learn scale Accelerate External Monetisation Internal Monetisation 5-10 years Y1 Y3 Y5 Time Copyright 2014 Oracle and/or its affiliates. All rights reserved. 10

11 Virgin Media Improve Customer Satisfaction Compelling Event Low Customer Satisfaction Low Net Promoter Score Data Driver Customer Satisfaction Surveys Content usage and free text data Use Cases Discover across All Customer Satisfaction Surveys Metrics Customer Satisfaction Index Surpassing the Minimum Desired Threshold Improved Net Promoter Score by 30% Products Big Data Discovery, BDA and OBIEE Copyright 2014 Oracle and/or its affiliates. All rights reserved. 11

12 Garanti Bank Compelling Event Exploiting Omni-Channel Potential Credit Risk Analytics in a changing regulatory environment Data Driver 450M Transactions/Day as they happen Mainframe Applications Data Use Cases Next Best Action (RTD, OEP) Accelerate Urban and Risk Analytics Metrics Time to Data - From Weeks to Minutes Time to Analysis - Afternoon to Morning Keep 25 Data Scientist Productive Products BDD, BDA, BDC, Spatial, OBIEE and RTD. Copyright 2014 Oracle and/or its affiliates. All rights reserved.

13 Generali Gelocation Data Analytics Compelling Event Geolocation data not exploited Data Driver GPS data from insured cars. Vehicle accident report. Use Cases Directly analyse the behaviour of insured clients. Fraud detection. Metrics Reduce fraud in car accidents. Increase access control and filtering capabilities. Products Big Data Discovery, Big Data Appliance Copyright 2014 Oracle and/or its affiliates. All rights reserved. 13

14 Pôle Emploi Compelling Event Leverage Labour Pool to Grow Economy Focus Staff on Hard Placements Data Driver Siloed Stores of Offers and Applicant Use Cases Data Reservoir to Consolidate Info Advanced Analytics to Perform Job Match Fraud Detection Metrics Staff Productivity Reduce Fraud Rate More Quickly Products BDA, R, RTD, NoSQL Copyright 2014 Oracle and/or its affiliates. All rights reserved.

15 Liberty Global Understand First, Buy Content After Compelling Event Investment without Facts Low Net Promoter Score Data Driver Real-time VoD Feeds. Videos and Content Watched. Use Cases Improve products internally and make content more relevant to customers From reactive to proactive in real time Metrics Save Investment in new Content Improve Net Promoter Score Products Big Data Appliance, Oracle R and OBIEE Copyright 2014 Oracle and/or its affiliates. All rights reserved. 15

16 Any Questions? Dr. David Millán Phone: Linkedin: davidmillan Copyright 2014 Oracle and/or its affiliates. All rights reserved. 16

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