Creating Value from Big Data – Opportunities and Challenges

Creating Value from Big Data – Opportunities and Challenges

Creating Value from Big Data –
Opportunities and Challenges
Richard Benjamins
Group Director BI & Big Data, Internal
Exploitation
@vrbenjamins
April 2016
Big Data examples
3
Time at each position
sec.
Xavi: movements faster than 5 m/sec
4
Messi: movements faster
than 5 m/sec
5
CDO
6
Mobility info from our network
CDO
7
8
9
What is Big Data
Data is growing and will continue to grow
11
The relevance of Big Data
McKinsey
McKinsey
CDO
12
Creating value from
Big Data
Creating value from Big Data
All
processes
Technology
& analytics
All people
1
CDO
All data
14
Big data platforms and analytics
CDO
15
Analytics – Data Science
CDO
16
Applying it to all business processes (use cases)
1
CDO
17
Some Telefonica initiatives
Smart marketing
• Real time data snacks
Network analytics
• Value-based deployment
• Upselling (2G – 3G)
Video analytics
• Upselling
Smart Steps
Churn reduction
• Viral churn
• Online channel
Procurement
• Optimise savings
CDO
18
For a telco, data sources have significantly increased,
enabling a 360 customer view
DWH
Mobile Apps
using APIs
Mobile Apps using
ports distinct from
http (https included)
Socio-demographic
Web Logs
Big Data
Attitudinal
WHY ?
Descriptive
WHO ?
Channels:
online, social
network,
stores…
P&S
Call Centers
content
QoE
Interaction
HOW ?
Consumption: CDR,
SMS,xDRs--
Behavioral TV Audiences
WHAT, WHERE ?
1
CDO
Geo-location
19
. . . + external data
Analytics power is turned into value by ….
people
CDO
20
Empowering all types of people to become more datadriven
Product
designers:
lean start-up
and lean
analytics
Data
scientists:
courses &
events
Managers:
Lean analytics
and predictive
analytics tools
Tools to
access data
and insights
CDO
21
21
C-Suite:
mobile dashboards
and inspirational
events
Market insights tools
Sales people:
Dashboard
and predictive
analytics tools
Data Culture - Adapt or Die
¿No?
No puedes montar un equipo
con un ordenador, Billy.
CDO
22