Accenture-Data-Monetization-in-the-Age-of-Big-Data.pdf
Analyzing and employing customer data is nothing new. Traditional sources of data have been used to improve sales and marketing performance since the first mail-order catalog was produced and distributed more than two centuries ago.
From monthly sales reports to predictive business intelligence, tapping into customer data is a well-known way to enhance efficiency, build customer relationships and generate new revenues.
In recent years, however, the nature of the data environment has changed.
Digital technologies now enable massive data collection, as the cost of data storage has fallen. Other technology advances facilitate real-time data analysis and personalized communication.
Simultaneously, there has been a realization that an enormous amount of the data being produced could offer additional value if enhanced and analyzed to tap its potential (see Figure 1).
Mobile operator advantages
Mobile operators have many advantages as they approach this changing data market.
They have the advantage of customer micro-segmentation data and other valuable customer information about application and mobile website usage.
And in particular, they have the advantage of data sets that are very specific to the mobile industry, as technologies allow them to pinpoint the real-world geographic location of millions of active mobile users— whether through GPS, Wi-Fi hot-spot usage or network caller-data records (CDRs).
This location-specific data is unique to the mobile world and invaluable to both operators and their customers. It allows operators to enhance their internal systems, drive loyalty programs and stem attrition.
Their mobile customers, in turn, can receive location-specific data such as restaurants and events in their area, enhanced with behavioral- and location-targeted advertising and information services.
And there is no more popular smartphone application than maps.
Internal opportunities
Mobile operators have a number
From monthly sales reports to predictive business intelligence, tapping into customer data is a well-known way to enhance efficiency, build customer relationships and generate new revenues.
In recent years, however, the nature of the data environment has changed.
Digital technologies now enable massive data collection, as the cost of data storage has fallen. Other technology advances facilitate real-time data analysis and personalized communication.
Simultaneously, there has been a realization that an enormous amount of the data being produced could offer additional value if enhanced and analyzed to tap its potential (see Figure 1).
Mobile operator advantages
Mobile operators have many advantages as they approach this changing data market.
They have the advantage of customer micro-segmentation data and other valuable customer information about application and mobile website usage.
And in particular, they have the advantage of data sets that are very specific to the mobile industry, as technologies allow them to pinpoint the real-world geographic location of millions of active mobile users— whether through GPS, Wi-Fi hot-spot usage or network caller-data records (CDRs).
This location-specific data is unique to the mobile world and invaluable to both operators and their customers. It allows operators to enhance their internal systems, drive loyalty programs and stem attrition.
Their mobile customers, in turn, can receive location-specific data such as restaurants and events in their area, enhanced with behavioral- and location-targeted advertising and information services.
And there is no more popular smartphone application than maps.
Internal opportunities
Mobile operators have a number