SAP Business Analytics by Sudipa DuttaRoy

Author:Sudipa DuttaRoy
Language: eng
Format: epub
Publisher: Apress, Berkeley, CA

Mediation: Mediation systems are used to process call detail records (CDRs)for billing purposes. Data such as call duration, peak time, and call length are contained in CDRs.

Some use cases for data-driven marketing and sales include customer segmentation, to improve sales and satisfy more customers, and better and personalized tariff plans and credit scoring, to serve customers better at point-of-sale outlets.

The first business-use case—customer segmentation—requires not only gathering all customer-related data from the all the IT systems but also integrating market research data, to find patterns and trends in behavior analysis. Customer data resides in the ERP system for the products purchased by a customer, in the billing system for the invoicing, in the CRM system for the customer interactions with the company. Call detail records are stored in the mediation system and many other systems, such as order management, provisioning, etc.

In order to be able to segment the customer base, many factors have to be taken into account, and conditions must be determined for each segment, such as whether the segment will be based on geographic location, income category, or purchase capacity. Often, each segment has to contain detailed data regarding the most profitable customers and also potential customers, so that the latter can be converted into customers. The data from ERP, billing, and mediation reveals important aspects about the customer, such as the products owned, the billing history, how often the customer calls or messages, and at which times and from which destinations. If the market research data about customers’ purchase history, income, and number of family members can be combined with the internal data, this can yield valuable insights into what kind of customers buy the most phones, call most, whether they use streaming services, and how much data they consume.

The different systems that contain a variety of data regarding the customer are ERP: Contains data about the product owned by the customer

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