As the world becomes consumed by Big Data, it could now be argued that copmanies are drowning in data and that the key to understanding and truly utilising Big Data is the ability to identify what is the right data.
Such is the noise and hype surrounding Big Data that companies could actually lose sight of the reason they implemented a Big Data strategy in the first place. It's only a matter of time until Michael McIntyre does a sketch on Big Data.
In the world of mobile, the companies that are sitting on the most data, are the moblie operators. Yet an in-depth study of mobile operators by mobilesquared on behalf of Astellia revealed that almost two-thirds of mobile operator respondents said that they did not have access to the right data. Consequently, these mobile operators are not in a position to make a truly informed business decision: almost 52% of respondents said that they did not have sufficient tools and would like to get more detailed and relevant customer data, while 7% are not satisfied with the data and tools at their disposal.
The need for additional customer intelligence is highlighted by the research which reveals that the most important data to better understand the mobile customer is provided by billing and accounting data, followed by CRM and network data. By combining the level of responses rated as the most important, billing and accounting accounted for 86% of responses, with CRM 79% and network data 76%. The least important source of data is from third-party research companies and social media.
Clearly, mobile operator data has the most value and credibility when it comes to their decision-making process. That said, there is clearly a role for customer surveys and third-party data within that decision-making process, but this will more likely supplement the mobile operator data and will have considerably less influence.
With mobile operators stating that their own data is the most important, the majority of mobile operators (90%) included in the research said that they have the tools to provide information on the device and OS used by their customers as well as their location, with 86% of respondents able to access average daily data volume. This was followed by 76% of respondents with tools providing information on their most valuable customers and information on roamers, and 72% of respondents said that they had tools with information on customers most likely to churn.
However, there is clearly a shortage of data – and therefore customer understanding – when it comes to QoE. For example, 45% of mobile operators do not have access to QoE for voice and 42% do not have access to QoE for messaging. Given the explosion of mobile broadband activity, some 45% of mobile operators also do not have data on the QoE for browsing. And with video usage set to skyrocket in the coming years, 55% of respondents do not have access to QoE for video. The data which could be accessed by the most respondents (59%) was QoE for technology (2G, 3G and 4G).
If we apply the cumulative average access to the eight QoE categories included in the research, then 51% of mobile operators are not able to access important data related to their customer’s experience.
To access the full report, called The Right Data: Marketers need to leverage network data, published November 2013 please click here