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The following challenges in the Communications Industry can be addressed by building DW & BI.
- Reduce revenue leakages
- Data Redundancy due to acquisition and mergers
- Manage real time data
- Handle huge data volumes
- Address data governance & data quality issues
- Deliver a single version of truth to business users
- Scalable architecture for increasing data sources
- Integrate Data from varied data sources
Cognizant’s Data Warehousing & Business Intelligence Practice (DW&BI) is a large and multi-disciplined team providing end-to-end consulting and implementation services in the field of data warehousing and business intelligence. It is the single-point Center of Excellence within Cognizant with over 2400 trained and certified professionals/consultants and provides full-fledged DW&BI solutions for over 140 blue chip companies.
Cognizant blends domain knowledge into its award-winning Business Intelligence practice to provide CSPs with sophisticated BI solutions. Cognizant has deep experience in implementing BI solutions for leading communication companies across the communications value chain.
Cognizant has developed a range of BI Solutions specifically for Communications Service Providers
Solution |
Business Need |
Solution Delivered |
| Churn Analysis |
Churn rates significantly impact Communication Service Provider’s return on investment. The industry has averaged a churn rate of 35% annually. Incentives and low barriers to switching enable customers to move from CSP to CSP and greatly reduce Providers’ chances to recoup their acquisition costs. Since it is almost 10 times more expensive to get a new customer than to retain one, Providers need to identify reasons for and effectively combat churn. |
Cognizant's solution uses a data warehouse system to offer cross-organizational access to the same data at levels of detail appropriate to each management tier. The integrated system also enables regular and automatic data updates. Managers using this framework can have immediate access to all the relevant information they need to make sound decisions. Information about a Provider’s most profitable customers and products, as well as the hidden costs that reduce profits and raise prices, is readily available. CSPs can align their resources to achieve greater impact on customer satisfaction and thereby reduce churn.
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| Subscriber Behavior Analysis |
Information gleaned from wireless user survey helps understand customer behavior and key consumer trends to define and implement successful marketing strategy and increase customer retention. |
Data from third-party surveys of wireless subscribers is transformed and loaded into a data mart. MicroStrategy-based online reports, scorecards are developed that can be sliced and diced to provide business users with additional insights into the wireless consumer purchasing behavior.
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| Product Pricing Analysis |
Enables mobile device manufacturers to improve marketing effectiveness, product segmentation, and enhance profitability. Data collected from customer surveys is transformed into analytical information, providing insights into mobile users’ preferences and device needs. |
Mobile user survey data and wireless industry data is transformed and populated into reporting data marts, automating end -to- end data flow from the source to a reporting interface. We have developed MicroStrategy-based analytical reports, scorecards and applications for performing product comparisons.
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| Network Performance Analysis & Real Time Tracking of Quality Service Levels |
Provides real-time tracking and alerting of mobile Internet quality service levels that enables improvement of network performance |
Real-time data from field monitoring systems is integrated into a data mart, developed with MicroStrategy-based tools to generate online reports, scorecards, custom alerts and data feeds to wireless operators
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Cognizant provides services covering the entire spectrum and lifecycle of a Data Warehouse and Business Intelligence environment in the Communications space. Cognizant has a wide variety of niche service offerings that enable CSPs to experience the required benefits:
Strategy Definition
- Enterprise DW & BI Health Assessment – BEATLES Framework
- Enterprise DW&BI Strategy – STRIDE Framework
- Corporate Performance Management – 4 ACES Framework with repository of Telecom KPI’s
Data Warehouse Development & Re Architecture
- Re-architecting of DW&BI Environments
- Customer Centric Analytics Framework comprising of Churn Analysis, Campaign Analysis, Revenue Analysis, Segmentation Analysis, Channel Analysis, Traffic Analysis, Product Analysis
- Enterprise Customer Repository One View of the Customer
Reporting & Other Services
- Data Quality Assessment
- DOC-Data Mart Optimization & Consolidation
- BI Tool Evaluation & Recommendation
- Report Shop - An Integrated Report Center for Organizational Business User
- PIT (Performance Investigation & Tuning)
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