Business Analytics the way we do it

Business Analytics for

Telecommunications
Finding the truth in your data
 Critical Business Issue Business Analytics for Telecommunications Analytics Solution
Communication companies were Architecture: with OCDM (Figure 1):
among the earliest adopters of Data
Data Integration EDW
Business Presentation
Sources Intelligence Layer
business analytics for internal and
Staging Capgemini Data Mart Dashboards / Reports Portal
external metrics to manage and CRM

drive their business. Over time, BILLING

divestures, mergers and acquisitions

Aggregate Layer
3NF Base Layer

ETL Oracle PL/SQL

MEDIATION Summary

Derived Layer
CDC & ETL
Facts

OWB ETL
OWB ETL
have resulted in a complicated Detail
Facts

metric-ecosystem that often

includes a combination of highly
Dimensions

and loosely regulated set of data

platforms and information delivery ETL DATABASE REPORTING / ANALYTICS

outlets within the enterprise.

OCDM Components
Regardless of the genealogy of this
problem, companies face the issue
Industry Trends and Current the solution on their own. None
of determining, evangelizing and
State of these offerings yet provide an
regulating a “single and complete
The problems with BIM within end-to-end comprehensive solution
version of the truth” that is widely
the communication industry have that will alleviate the fragmented
accepted across the enterprise
been well known and as a result, BIM picture within the enterprise
for decision making. To further
several solutions have attempted addressing its strategic needs across
compound the problem, the
to fill large voids to alleviate all of its products, services and
Business Information Management
specific symptoms. Early attempts offerings.
(BIM) area is one of the few areas
to address the problem include
where solutions are mostly based The Solution
industry specific data models
on addressing “one off” or “point Capgemini’s Business Analytics for
(e.g. Teradata’s Communications
in time” needs instead of relying Telecommunications (BAT) solution
Industry Logical Data Model
on strategic, industrialized, tried is a comprehensive solution kit that
(CLDM). Other attempts include
and trusted solutions. In the face will accelerate the achievement
solutions such as Siebel’s (now
of increased competition and of an end state solution directly
Oracle) Data Warehouse solution
saturation rates companies and addressing the strategic needs of
that included a combination of a
their executives are now being the enterprise and its executives.
select set of reports, data models,
challenged by the need to: The solution kit includes:
and Informatica based Extract,
ƒƒ
Understand their customer across Transform and Load (ETL) to
ƒƒ
Communications Industry KPI
all their products and services address reporting needs out of
repository
ƒƒ
Make each interaction with the Siebel’s customer relationship
management (CRM) solution. ƒƒ
A comprehensive set of
customer personal and operational and strategic
meaningful More recent solutions focus
exclusively on the front end by dashboards and reports
ƒƒ
Predict and analyze customer
offering a set of dashboards and ƒƒ
A summarized mart model to
behavior to increase revenue support the reports (initially
reports that may be used by
and retention. based on Oracle’s OCDM)
certain executives. These recent
ƒƒ
Retain high-value customers with solutions focus on the end state ƒƒ
Detailed data model (initially
the right retention offers allowing the enterprise to choose based on Oracle’s Communication
ƒƒ
Optimize customer interactions and develop other components of Data Model (OCDM)
across all channels and all
products & services Revenue Business Analytics for Telecommunications (Figure 2):
Generating Units (RGUs) with Research points of views on emerging
industry trends
real-time offer management Ongoing monitoring of innovations and
key developments in the telco
Role-based & markets and Business Intelligence

ƒƒ
Increase the effectiveness of Process View
Dashboards
o
Telc ain
solution space
Bespoke research and analysis
Dom rtise
marketing campaigns. Telco Exp
e
Global Presence

“WHAT IF”
Quick Deployment

Analysis
Customer
In a survey of communication Smart Telco
Telecom BIM
Reference
Local

Network Financials Near shore

executives it was noted that the Telco
Analytics Solution Architecture
Off shore
Role-specific KPI
lack of a “reliable” set of widely Views Framework
BIM
accepted strategic key performance Analytics
Integration
with other
Ana
ly
Global networks of subject matter experts

Data Warehouse Exp tics

indicators (KPIs) and reports solutions
ertis
e Telecom Service Chain Analytics Expertise
Architecture & Integration Expertise
was one of the main inhibitors to Leading Technology Vendors Alliances and
Expertise

achieving their goals.

Salient Features

2 Business Analytics for Telecommunications

 Business Analytics the way we do it

ƒƒ
Quick start kit to configure and such as the OCDM or Teradata’s and supplier management. BAT is
customize the solution or select CDM. Although the BAT solution built using common and accepted
components for the company’s is primarily built using the Oracle commodity frameworks resulting in
unique needs. stack, it has been successfully a component-based building block
implemented leveraging solutions solution architecture that can be
The power of the solution is that from other partners most notably deployed whole or in support of an
Capgemini balances the need to Teradata and SAP BusinessObjects existing eco-system. The framework
depict an end state picture with amongst others. is scalable to allow the inclusion of
the fact that each communication new KPIs and to modify existing
company, given its legacy, has Salient features of the solution ones based on each enterprise’s
unique needs. The BAT kit provides include unique situation and business
a ready to deploy solution that is ƒƒPrebuilt role based dashboards processes. Each KPI is represented
customized and configured within e.g. Sales, Marketing, Churn, Call once and is used multiple times
the context of each client. Center Management across different dashboards, reports
ƒƒSpecialized dashboards including and subjects, thus ensuring one
The quick start kit can reduce
360 degree view of the customer, single version of the truth.
implementation times by as
Permission Marketing and Next
much as 60% by leveraging Capgemini Business
Best Offer analysis.
Capgemini’s intellectual property Analytics
through readily deployable data ƒƒSupport for real time decision
making through Next Best Offer Capgemini’s Business Analytics
models, data adapters and reports. global practice network is a
Furthermore the industry standard analysis
core unit within the Business
reports help facilitate consensus ƒƒ“What If?” analysis and “Value
Information Management (BIM)
building across business units driver tree” (VDT) depiction of
global service line and operates
further reducing time to market cause and effect.
in 25 locations across the world,
while setting expectations right drawing on a database of over 100
from the beginning thereby The following diagram (Figure
analytics client credentials and
improving customer satisfaction. 3) depicts the business areas
analytical models. It provides high-
already being addressed by BAT
function analytics-based solutions
The BAT solution can either as a and the areas that are under
to all major industry sectors and
whole or can be deployed in parts. construction. All in all the BAT
business functions.
Examples of the solution being solution is a comprehensive
selectively deployed include using reporting solution specifically Capgemini has over 7,000
the detailed data model to support designed and constructed for the consultants working in BIM across
existing marts and canned reports, communications industry. the world. We work with all the
deploying the BAT mart and reports leading big data and analytical
on top of an existing custom or technologies, and provide services
The solution uses the Capgemini
industry standard (e.g. Teradata’s to support business analytics from
Telecommunications KPI
Communications Data Model high-level strategy to managed
framework which covers key
(CDM) data warehouse. However outsourced services. We recognize
aspects of a communication
one must keep in mind that when that analytics are specific to
enterprise including customer
BAT is selectively deployed, the industry sector and sub-sector,
and agent operations, customer
dependent components must be and have experts and solutions for
management, enterprise
complete and robust to ensure each one.
management, products and
effectiveness. Selectively deploying
services, marketing, resourcing
BAT enables leveraging existing
investments in data warehousing Prioritized Areas for Analysis (Figure 3):
or reporting platforms. The BAT
Key business
solution includes a repository of processes
Telecom industry, billing, marketing, sales, network management

best-practice telecommunications Customer

management
Customer
segmentation
Customer
360 view
Other CRM
analytics
Churn
management
Customer
service

KPIs set within a defined

Network Utilization / Reliability/ Capacity Inventory
framework. These are deployed management traffic availability analysis management

within role based analytical Marketing

Marketing Permission
Campaign
Competitor Product
campaign promotion and
performance
dashboards. Users also have the management
analytics marketing
effectiveness
analysis

option of building their own Sales

Sales
reporting
Next
best other
Cross sell/upSell
opportunities
Channel
analytics
reports for ad-hoc analysis. The
data models included are designed Finance
Mmanagement
Financial
reporting
Revenue
assurance
Fraud
detection
Revenue
leakage
Payments and
collection

to specifically support analytics

Services Services Product Service Service fulfilment/
Services
and does not replicate or replace use profiling planning activation assurance

leading telecom entity data models Available WIP Potential new areas

3
 About Capgemini
With around 120,000 people in 40 countries, Capgemini is one of the world’s foremost providers
of consulting, technology and outsourcing services. The Group reported 2011 global revenues of
EUR 9.7 billion.
Together with its clients, Capgemini creates and delivers business and technology solutions that
fit their needs and drive the results they want. A deeply multicultural organization, Capgemini
has developed its own way of working, the Collaborative Business Experience™, and draws on
Rightshore®, its worldwide delivery model.
Rightshore® is a trademark belonging to Capgemini

More information about our services, offices and research is available at

www.capgemini.com
For further information contact us at [email protected] or visit www.capgemini.com/bim