The Disruptive Power of Business Intelligence
Network Operators must be increasingly responsive to customer needs, have greater insight into their own company’s performance, and quickly react to the ever changing competitive environment.
"O2 Ireland uses Cognos business intelligence (BI) tools and a Teradata data warehouse to analyze customer behavior. Prior to 2007," says McKenna, O2 Ireland was faced with a situation
common in analytics: disparate data, with little overall data management.
“We had a lot of systems across O2, capturing lots of information and analysis across the business, using all sorts of different systems. The upshot was a very high-cost IT infrastructure, decisions that did not make sense and data latency. An event might be analyzed up to 10 days after it happened, by which time the opportunity to do anything was very limited,” he says.
"With its unified data warehouse strategy, O2 Ireland was able to bring all the data from all the processes on to a single infrastructure. This meant new applications could be built without needing new databases and other infrastructure, dramatically lowering total cost of ownership," says McKenna.
“We paid back the cost of Teradata with some business wins in year one. We brought the applications to the data,” he says.
"O2 Ireland delivers data from more than 130 different processes to its data warehouse every day. It replicates its entire billing and customer relationship management (CRM) system onto the data warehouse every day, and some processes within 15 minutes of events occurring. But to accrue business benefits from the centralized system, the mobile telecommunications firm had to change its company culture," he says. Although there was interest in analytics at a senior level of management, some saw it in isolation," he says. “What a lot of them were looking for was a project; a box to tick. What we need to do is to make sure that they realize it’s a way of working. That takes education.”
“We had a lot of systems across O2, capturing lots of information and analysis across the business, using all sorts of different systems. The upshot was a very high-cost IT infrastructure, decisions that did not make sense and data latency. An event might be analyzed up to 10 days after it happened, by which time the opportunity to do anything was very limited,” he says.
"With its unified data warehouse strategy, O2 Ireland was able to bring all the data from all the processes on to a single infrastructure. This meant new applications could be built without needing new databases and other infrastructure, dramatically lowering total cost of ownership," says McKenna.
“We paid back the cost of Teradata with some business wins in year one. We brought the applications to the data,” he says.
"O2 Ireland delivers data from more than 130 different processes to its data warehouse every day. It replicates its entire billing and customer relationship management (CRM) system onto the data warehouse every day, and some processes within 15 minutes of events occurring. But to accrue business benefits from the centralized system, the mobile telecommunications firm had to change its company culture," he says. Although there was interest in analytics at a senior level of management, some saw it in isolation," he says. “What a lot of them were looking for was a project; a box to tick. What we need to do is to make sure that they realize it’s a way of working. That takes education.”
Trading tea leaves for BI
To compete, operators must be increasingly responsive to customer needs, have greater insight into their own company’s performance, and quickly react to the ever changing competitive environment
by providing faster response and personalized service. However, reacting quickly to changing customer expectations is not a simple task. Business Intelligence solutions can help you
dramatically increase revenue and profitability, develop lifelong relationships with your most profitable customers, enhance customer retention and acquisition, increase cross-sell and up-sell,
and address other common CRM and analytics challenges to make better commercial decisions, through the usage of the state-of-the-art simulation and optimization methods, data mining and GIS
technology. BI solutions can help you to answer any specific data-driven business question.
James Randi might offer a million dollars to a psychic who can verifiably predict the future, but BI has the ability to demonstrably deliver a lot more to those organization who leave the tea leaves behind and embrace the future of business intelligence.
James Randi might offer a million dollars to a psychic who can verifiably predict the future, but BI has the ability to demonstrably deliver a lot more to those organization who leave the tea leaves behind and embrace the future of business intelligence.
