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Collect and Collate the 360 View
The telecom provider needs to assemble a holistic view of the subscriber across channels, services, devices. While several CRM, e-commerce, business intelligence and billing systems have fragments of this data, establishing a subscriber database of record that has the full customer profile is a critical first step. There are multiple techniques around constructing this ranging from a loosely federated approach combining distributed customer databases through key mappings to centralizing customer data into a master system. The right approach is dependent on the complexity of the OSS/BSS landscape, the quality of data in current systems and business / IT maturity of the provider.

Tracking online browsing behavior, monitoring application downloads and gathering usage patterns on mobile devices are key aspects of the 360 degree view and the extent to which this can be captured and persisted is dependent on privacy laws that vary widely by state and country. Nevertheless, assembling this data this will require interfaces to deep packet inspection systems and network probes. Providers need robust IT strategies to collect and manage this information effectively and also be in compliance with state laws and regulations

Extract Customer Profiles and Insights:
Subscriber profiles needs to be constantly updated and refreshed to reflect the most current needs of customers. These should be regularly summarized and analyzed to generate:

• Usage Profiles by Service
• Browsing Profiles and Interests by Channel
• Advertising Activity Profiles
• Opt-In Profiles by Channel
• Payment and Billing Profile

Providers also need to continually segment their subscriber base by leveraging these rich profiles and through correlating common activities and interests across the customer base.

and other demographic data- can deliver key insights. Triangulating this further with recent and real time context can provide intelligence on “top-of-mind” issues for a subscriber and in framing his crucial interests and needs in a certain time window.

Share Insights with Advertising Eco-System
Telecom providers can share these subscriber profiles and insights with the advertising eco-system – publishers, ad networks etc. - to increase effectiveness of targeting and sharpen the relevance and context of advertising in the consumer experience.

There is a wide continuum of the role of the provider in the advertising value chain but they can be broadly summarized into three key strategies:

1. Insight as a Service: In this mode, the service provider shares insight as a service, “on demand” in real time and on request from downstream systems owned by ad networks and publishers. The advertiser relationships and the actual targeting are managed by the ecosystem and the business model is typically based on revenue share from increased uplift through better targeting.