电信产业数据储藏技术概要.ppt

DataWarehousingInTheMobileTelecommunicationIndustries,TerryYeoPracticeDirectorWongBakWeiSolutionArchitect,WhatisDataWarehousing,BasicSituation,Businessesneedmoreinformationfastertoremaincompetitive.Businesseshavelotsofdata,butlittleinformation.Technologyiscatchinguptothedemand.,BusinessDrivers,IncreasedCompetitionFasterBusinessCyclesMergers19.1%AnnualGrowthIDCSurvey:AverageROI=401%!but1in2areFailing,WhyarePeopleFailing?,NotBusiness-DrivenNotPartneringWiththeBusinessWrongExpectationsSetUpFrontTakingShort-SightedApproaches“BuildItandTheyWillCome”,DataMartOnlyWarehouses,IndependentDataMartsSeemsFaster,CheaperNocommonarchitecture;NosharedreferencedataOncebuilt,difficulttointegrateVs.Dependentand/orArchitectedDataMarts,DataWarehousingMarketThemes,AvoidingFailure1in2arefailingHighRiskReturnonInvestmentMeasuringBusinessValueDataWarehousesvs.DataMartsDataWarehouseManagementEvolvewith,notafter,thebusinessdoes.Supportgrowingnumberofusers,inmoreplaces,withmoredata!,TheCriticalSuccessFactorinImplementingaDataWarehouseinyourOrganization,SessionAgenda,DataWarehousingtoday8ReasonsofFailurestoAvoid!10CriticalSuccessFactorsHowtomeasuresuccessSummary,DataWarehousingToday,ManyflavorsofDWhasbeenimplemented(inAsiaaswell)Enterpriseend-to-endDWMetadataManagementSubjectAreaDataMartsReportingOLAPEISERPusersimplementingDWMoreemphasisofWeb-enablementHowever.1of2DWprojectsfails!,8ReasonsofFailure,SuccessishardtomeasureFailureiseasy!ReasonswhyDWprojectsfailNomorefundingBaddataqualityUsersunhappywithquerytoolsOnlyasmallpercentageofusersusetheDWPoorperformanceInabilitytoexpandDataisnotintegratedETLprocessdoesnotfitbatchwindow,CriticalSuccessFactors,CommonDataDefinitionsConsolidatedifferentsetsofdepartmentaldefinitions(Extremelydifficult.)Thesedefinitionsarerarelydocumented!Eachprojectshouldhaveaglossaryofbusinesstermstosupporttheproject,Multimedia,Documents,PackagedApplications,Groupware,Databases,CriticalSuccessFactors,Well-definedtransformationrulesDatafromsourcesystemswillbetransformedinonewayoranother.Datawillalwaysbespecificallyselected,recorded,summarizedandintegratedwithotherdataTransformationrulesarecriticaltodothiscorrectly,CriticalSuccessFactors,ProperlytrainedusersRegardlessofhoweasytouseatoolis,usersmustbetrainedTrainingshouldbegearedtothelevelofuserandthewaytheyusethedatawarehouseTypesoftraininghowtousethetoolshowtouseanycustomdevelopedapplicationsavailabilityofpredefinedqueriesExceptionAlert;Forecasting;ProductivityMeasurement;DataMiningTechnologyClusterSimilarBehavior;MarketSegmentation;CustomerTargeting;PredictionandImpactAnalysis;,DecisionSupportSystem,MonopolisticMarket,LiberalizedMarketOpenMarket,HowCanDecisionSupportHelp?,IncreaseCompetitionFromExternalCarrierIncreaseCustomerSophisticationResultingfromCompetition,IssuesCustomerComplainAnalysis;CustomerRankingAnalysis;CustomerComplainGrowthRate;ResponsetoComplainAnalysis.,EXAMPLEProactivelyanticipategrowingtrendsofproblemsAnticipateandincreaseQualityOfService,DecisionSupportApplication-CustomerProfiling,ServicePlanning,ServiceItemUtilization;MarketBasketAnalysis;PriceandRatePlanAnalysis.,EXAMPLEProductOfferingandServicePackagingCrossSellingofProduct,DecisionSupportApplication-CustomerProfiling,NetworkUtilization,RoamingAnalysis;RevenueandProfitabilityAnalysis;CallPatternAnalysis;NetworkUtilizationResponsetoPromotionandMarketingCampaign;CallVolumeAnalysis;SubscriberUsagePatternAnalysis;OutgoingandIncomingTrafficAnalysis;CustomerRankingAnalysis;CellUtilizationandGrowthPatterns.,DecisionSupportApplication-CustomerProfiling,CustomerLoyalty,CustomerRewardProgramAnalysis;ResponsetoMarketingCampaignAnalysis.,DecisionSupportApplication-CustomerProfiling,CampaignManagementProductivityMeasurement,Fraud,PotentialFraudAnalysis;CallTrackingAnalysis(AlertandExceptionTracking).,DecisionSupportApplication-CustomerProfiling,Isthereapotentialfraud?Isthiscallmakenormal?,CustomerBilling/Payment,CustomerBillingByServicePackages;CustomerAgingAnalysis;CustomerPaymentAnalysis;BadDebtManagementAnalysis;OverCreditLimitAnalysis;DunningAnalysis;CreditProfitabilityandRevenueAnalysis.,DecisionSupportApplication-CustomerProfiling,FocusinBadDebtManagementWhichcustomerismostlikelytofraud,CustomerAcquisition,CustomerAcquisitionbyPromotionandMarketingCampaign;CustomerAcquisitionbyServicePackage;CustomerAcquisitionbyArea;CustomerAcquisitionbyCustomerDemographic;GrowthRateAnalysis(Trend);CustomerStayDurationAnalysis;ActualVSPlanAnalysis(ComparativeAnalysis);ProfitabilityAnalysis.,DecisionSupportApplication-CustomerProfiling,WhoaremycustomerBuyingTrendAveragelifespanofmycustomer,CustomerRetention,ChurnRateAnalysis;SuspendSubscriberAnalysis;CustomerComplainAnalysis;NetworkandServiceQualityAnalysis;CustomerDeactivationAnalysis;ServiceDurationAnalysis;GrowthRate;ChurnCauseAnalysis;ProfitabilityAnalysis.,DecisionSupportApplication-CustomerProfiling,DecisionSupportApplication-OtherExample,ChurnManagementCampaignManagementHowtoProfileaPrepaidCustomer?,DecisionSupportApplication-Benefits,ExtendprofitthroughbetterRetentionMinimizeCostthroughbetterattractionBettercross-sellingthroughupselling(maximizesalesthroughbettercrossselling)Improveprofitbybetterunderstandingcustomersandopportunities,ImprovecustomerinteractionswiththeircustomeratalltouchpointsbyintegratingtheresultsofanalysisintheiroperationalsystemsandCRMapplicationsIncreasecustomerlifecyclevaluebyacquiringtherightnewcustomersmoreeffectively,crosssellingandupsellingmoreeffectively,andretainingcustomerlayer,DecisionSupportApplication-Benefits,Reducetherisksandcostoffraud,baddebtandnoncompliancebyidentifyingtrends,patternsandexception,DecisionSupportApplication-Benefits,DecisionSupportSystem-CaseStudy,Whoaremybestcustomer?,DecisionSupportSystem-CaseStudy,DataWarehouseMarketingDatabase,DateofAcquisitionCallPatternResponsetoLoyaltyProgramIncomeLevelRegionGenderandotherdemographicdata,Goals,Lookattheamountofmoneyspentovertimetoidentifydifferentsegmentsofcustomersbydemographicgroup,DecisionSupportSystem-CaseStudy,InitialExploration:Whatismytypicalcustomerlike?,Wheredomycustomerreside?Whatistheaverageincomelevelofmycustomer?Howlonghaveourcustomersbeencustomers?Whatistheaverageresponsetoourdifferentpromotion?Howmanypeoplerespondtothepromotion?Howmuchmoneydoourcustomerspend?,DecisionSupportSystem-CaseStudy,FurtherAnalysis,Howdomycustomerdiffer?Howaretheysimilar?WhatistheaveragecustomerlifetimebyregionanddifferentdemographicdataHowdopeopleresponsetopromotionbasedonregionanddifferentdemographicdataWhichCustomerspendmostmoney?,DecisionSupportSystem-CaseStudy,ActionPlan,DevelopRetentionProgramDevelopnewbundleofproductandservicestobettertargettheneedsofthecustomerDuplicatesuccessfulmarketingcampaigntomoretargetprospects,QuestionsandAnswers,TheValueAddCustomerRelationshipManagement,DecisionSupportSystem-CRMApplication,CRMDefinition“Asetoftechnologyandprocessthatacquireanddeploytheknowledgeaboutcustomers.“,CustomerWarehouseArchitecture,WhatCanWeImprove?CustomerDatabasebecomeConsolidated;CustomerDataQuality;BetterAnalysisBusinessResults.,BehindTheScene,FactofDataWarehouse,Assess,Pla