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This presentation and the information contained herein is confidential. By your acceptance and review of this presentation, each recipient agrees that it will not,
and shall assure that its employees, agents, representatives and advisors will not copy, reproduce or distribute this presentation, in whole or in part, without the
prior written consent of Comniscient Technologies LLC, and that it will keep confidential all information contained herein which is not already in the public
domain. Further, the recipient will use the presentation only to obtain background information on the Company and its activities.
Solving Real Business Problems with
Big Data: Measuring Customer Loyalty
in the Connected World
Real Time Market Data & Analysis for the Telecom Industry
2Who is Comlinkdata?
We’re solving
real business
problems using
big data and
analytics
A leading provider
of real-time market
data on the buying
behaviors of
communications
customers.
=
Real Time Market Data & Analysis for the Telecom Industry
3Building A Big Data Business
Founded
Comniscient
Technologies
Core
Switching
Methodology
Developed
Initial data
visualization
and
validation
Correlation
and testing
against
public data
Market
testing and
beta
customers
Core product
team hired.
Launched
Comlinkdata
brand.
SaaS
Platform
general
availability
Key renewals
fueled by 2nd
SaaS offering
MarketVision
Launched U.S.
wireline
platform
Release
date for
Voice of
Customer
platform
Roll out
MarketVision
for wireline
Launch Canada
product
Launch
connected
consumer
branding
201
0
201
1
201
2201
3
201
4
201
5201
6
Real Time Market Data & Analysis for the Telecom Industry
4So what’s the business problem?
• Which service providers
own each individual
relationship?
• Which customers are
most valuable and where
can I find them?
• Which acquisition and
retention campaigns are
most effective?
• How well are my
competitors performing?
Real Time Market Data & Analysis for the Telecom Industry
5 We’ve started with the relationship that
matters most currently
Customer and their
wireless service provider
Real Time Market Data & Analysis for the Telecom Industry
6The days of loyalty are fleeting.
• No contract plans
• BYOD offers
• Early termination fee payouts
• Competitive new & current customer offers
• No exclusive devices
• Standalone OTT offers
Real Time Market Data & Analysis for the Telecom Industry
7The “Who,” “When” & “Where”
Real-time Switching Data50,000+ transactions per day
18MM+ transactions per year
3 Terabytes of Disk Space
4 years of data and growing
Real Time Market Data & Analysis for the Telecom Industry
8To understand why, we source
supplementary data
Real-time Telecom
Switching DataAdvertising Spend
Direct Mail Volume
Device Portfolio Coverage/Speeds
Social Media
Marketing Events
Distribution
Demographics
Real Time Market Data & Analysis for the Telecom Industry
9The real value is in the “why”
Our Marketing Events
database notes that
Sprint ran a promotion
for MVNO Boost Mobile
where it offered $100 to
switch, but suspended
the promotion between
June 30 and July 31.
Real Time Market Data & Analysis for the Telecom Industry
10 Data Flow
S
3SQL Server
EC2
Job
Scheduler
Application
Servers
EC2
Real Time Market Data & Analysis for the Telecom Industry
12Data-Powered Products
Our products must be
highly customizable to
work appropriately for
the different types of
clients we have
Real Time Market Data & Analysis for the Telecom Industry
13Front end framework
Java Servlets API1. Parse queries
2. Fetch data
3. Construct JSON
Service Layer
Web ApplicationJavascript, HTML5,
CSS3jQuery, AngularJS, D3.js,
Twitter Bootstrap, Font
Awesome
Front End
Real Time Market Data & Analysis for the Telecom Industry
14Business case: Measuring
retention of most loyal customers
Recently, Sprint has done a better job at holding onto
high-value customers, but AT&T has been losing their
most loyal at a higher rate.
Real Time Market Data & Analysis for the Telecom Industry
17VOC Business Case: Measuring
loyalty during outrage
In June 2013, the press revealed that Verizon had provided the
NSA with millions of phone records. Twitter outrage ensued.
Real Time Market Data & Analysis for the Telecom Industry
18 Nearly 60% of Tweeters who mentioned
leaving their carrier on 6/6/13 cited leaving
Verizon, but we saw no effect on loss share.
Real Time Market Data & Analysis for the Telecom Industry
19What challenges lie ahead?
As the ecosystem of connected devices expands, the subscriber
/service provider relationship will become more valuable and more
difficult to understand
Finding the right additional data sources to expand our product
capabilities
Increasing volatility in the industry will make buying behavior
attributions more challenging
With long-tenured customers proving to be increasingly vulnerable,
we may need to redefine high-value, low-value and loyalty.