DATA is KING

ETIS Conference 2009 – Istanbul

Paul Barrett – Teradata

Agenda

• Introduction

• Data is King

• Lifetime Data Model

Teradata Highlights

• Teradata Corporation – Launched October 1, 2007> Global Leader in Enterprise Data Warehousing

– EDW/ADW Database Technology– Analytic Solutions– Consulting Services

> Positioned in Gartner’s Leaders Quadrant in data warehousing since 1999

• U.S. publicly-traded software company> S&P 500 Member> Listed NYSE: “TDC”> NYSE Arca Tech 100

• Global presence and world-class customer list> More than 1,000 customers> More than 2,500 installations

• Approximately 7,000 associates

Data Is King

The Value of Detailed Data

Carburetor Case Study

• Huge Impact:> 5% lift in acquisition models with this data> 5% of 500,000 sales a month = 25,000 sales> 25,000 sales with $1,000 LTV = $25MM> $25MM * 12 months = $300MM revenue> 30% margin * $300MM = $90MM margin

• Why:> Predictive of customer behavior – likelihood to try

something new> Completeness of data > Easy to match> Easy to link Predictive to data detail

Inte

ractiv

e D

igita

l An

alo

gu

e

Amount of Engagement Data Available

Social Media

Device Health

Subscription

Pre-Paid Voice

Streaming Content

Web Click Stream

Interactive Adv.

Premium Services

Apps

Voice CDR

Wireless CDR

Voice of Customer

The Customer Relationship Is Increasingly Data Rich

Agenda

• Introduction

• Data is King

• Lifetime Data Model

Communications Companies are on the Front Lines of a Consumer Driven Revolution

Detailed Data is a Key Differentiator for Competitive Advantage in Telecom

Understanding Customer Behavior and Preferences

• On the Network(s)

• On the Web

• Making Payments

• Contact Shops or Contact Centers

“My job is to report on

our sketchy idea of

what a customer is.”

– Finance Director at a large U.S. carrier

Understanding Network Behaviors

N E T W O R K C O N S U M E R S

Detailed Data Can Transform Advertising

Targeted

Personalized

Segmented

Profitable

One Problem with Summarization

• Can’t go back and get granular• More difficult to match on campaigns, customers,

products, locations, etc.

A Year Ago Now Next Week

High Value Customer Caught in the Financial Crisis

Losing Data about High Value Customers Risks Long Term Customer Revenue

Agenda

• Introduction

• Data is King

• Lifetime Data Model

Customer Knowledge Over Customer Lifetime

Pro-Forma Assumptions

Customer Knowledge Over Customer Lifetime

Pro-Forma Assumptions

Customer Knowledge Over Customer Lifetime

Pro-Forma Assumptions

Customer Knowledge Over Customer Lifetime

Pro-Forma Assumptions

France#8 – OrangeBenchmark – Yahoo.com is #9#42 – SFR#46 – Bouygues

United Kingdom#21 – BskyB#23 – VirginMedia#30 – Orange.co.uk#53 – 02.co.ul#89 – Vodafone.co.uk

Ireland#33 – Eircom#37 – O2 Ireland#70 – VodafoneBenchmark – Amazon.com is #35

Spain#70 – Orange.es#90 – Vodafone.es

Germany#23 – T-Online#56 – Arcor #96 – O2online.deBenchmark – Twitter is #26

Switzerland#52 – Swisscom#68 – Sunrise

Austria#41 – UPC#53 – Telekom Aus.#70 – T-Mobile Aus.Benchmark – Apple Computer is #52

Italy#49 – Vodafone.it

Belgium#22 – Mobistar#28 – Telenet

Carriers in the Top 100 Web Sites in Every Country Reviewed

• Visitors spend a large amount of time on the site – typically more than 5 minutes per day (Compared to less than 3 minutes at banks).

• Customers shop at carrier sites – Shop.vodafone.co.uk is the highest visited page on the site with almost 25% of visitors

Pro-Forma Assumptions

Customer Knowledge Over Customer Lifetime

CDRs Are a Cornerstone Detailed BI Data Source

• Insightful:> Customer> Network> Financial

• Predictive:> Churn> Acquisition> Overlays> Events> Pricing

Customer Knowledge by Functional Area

Pro-Forma Assumptions

Customer Knowledge by Customer Management

Pro-Forma Assumptions

What Data Do You Have that CouldTransform YourBusiness Performance?