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CAS, Competition Analysis System
CAS, Competition Analysis System
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Contents
Competition Analysis System CAS At a Glance Typical business scenarios served, optimized and/or automated through CAS Intelligent Adaptive Customer Handling CAS Impact & Benefits Assessing Customers Negotiating with Customers Recommendation Engine Business Applications Product Architecture Key Components Segment Designer Discount Manager Analytics Studio Social Network Analysis The Tariff Advisor Simulation & What-If Analytics & Modeling Services About datamine 3 4 7 9 10 13 14 17 18 20 23 24 25 26 27 28 29 31 32
A major advance of the typical telecom IT infrastructure providing invaluable information at any level, from representatives to senior staff
CAS
Compare the complete market (competitor tariffs) against your actual usage data
Empower Product Development
Create & Manage tariffs. Evaluate on actual usage data. Build Business cases
Optimize & Automate Tariff Recommendations
Load-balance tariff offerings depending on customer value. Measure & Analyze results
Perform Efficient Tariff Negotiations @ POS
Your customers browse personalized tariff offerings online and/or through smart phones
Gather Customer Feedback
CAS At a Glance
A powerful customer analytics framework, specialized for telecom operators
Datamines Competition Analysis System (CAS) is a sophisticated platform enabling tariff modeling, advanced customer insight, interactive tariff recommendation logic design and more. Based on a highly engineered data processing and visualization platform, CAS empowers processes in the domains of Analytical CRM, customer handling, product development and data-driven decision making in general. CAS can be best conceived as: An interactive tariff development & evaluation framework ... enabling quick definition of new tariffs, validation and analysis against actual usage A powerful Customer Interaction framework ... automating and optimizing tariff recommendations, according to strict business rules A sophisticated Customer Analytics platform ... enabling customer, billing & usage analysis along with tariff suitability measures Either designing your customer retention strategy, developing a new pricing policy, assessing tariff performance against competition or building business cases to support candidate products, CAS will give you robust answers, ideas and hints through a single click sequence.
Virtual markets: competitors, tariffs, traffic & customer data in a fully controlled, powerful and user-friendly environment
CAS
Agents Deal Negotiation Framework, set of tariffs with loss/gain figures, priorities and hints, for optimal, interactive negotiation with the customer
Top management Decision support information, KPIs, customer base dynamics, tariff performance
Product development managers What if scenarios, candidate tariffs assessments, traffic profile analysis, tariff transition patterns
Potential customer Accurate Recommendations based on traffic patterns/bill presented by the candidate customer
CAS
Customer base managers Segmentation analysis, definition of policies & corporate strategies
Existing customer Personalized tariff offerings, suitably balancing costs with expected gain
CAS
Competitive advantages
CAS
Recommendation engine
Automatic, fully managed tariff proposal system
A self-service component of CAS, launched through your corporate-site\myAccount section or via smart phone mini-application. Upon login, your customer receives proposals, triggers or tariff related messages, all satisfying certain business rules, cost or other constraints. Your customers enjoy highly-targeted, personalised offerings, while you retain full control over any associated costs, goals, priorities and corporate strategies.
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Business Cases
New capabilities on the compilation of what-ifs, business case/studies, decision support on products, strategies, offerings, customized discounts
Installation (t0)
t0 + 6 months
Analytics & BI
Significant enhancement of the typical telecom Business Intelligence infrastructure. Tariff Analytics, performance indicators, advanced traffic pattern analysis have redefined the use of analytics within the corporation
CAS
Next Best Activity, Best Tariff Advise and customer lifecycle modeling - are all excellent examples of CAS positive impact in understanding the market, your offering, competitors as well as each single customer. Systematic tariff plan suitability and performance figures along with Social Network metrics, Customers Network Value and Traffic Patterns establishes a major, enterprise-wide, information enrichment process.
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CRM Effectiveness
Customer Intelligence
Churn Management
Market Intelligence
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Understand your customers; Understand your customers; analyze your own pricing models analyze your own pricing against competition competition models against
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Assessing Customers
Innovative customer assessment tools through powerful analytics components
Rich interactive user interfaces along with powerful analytical options enable instant, multidimensional analysis of tariffs against any single subscriber. With a click of a button you get tabular data or interactive visualizers on: Tariff suitability for the subscriber The best owned or market offering for the customer The recommended (via business rules) tariff transition for the customer (along with impact figures) The distribution of all eligible tariffs against their monetary distance from current A wide range of configurable statistics including ARPU, AMOU, SNA metrics, Tariff assessment results, expected figures, all versus baselines, segment memberships and trends
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CAS enables efficient, optimized in-store customer negotiation: your agent submits subscribers MSISDN and receives a personalized negotiation space, enriched with cost/ benefit information, traffic patterns, hints and supportive information. Subscribers response can be captured during the negotiation process, leading to a rich, invaluable corporate-subscriber interaction history.
Customers request Any type of related request such as tariff inquiry, bill complaint, tariff change advice, portability
Forward to CAS Agent simply submits the MSISDN or other customer identifier, along with a classification of customers request
Existing customer Optimal proposal The most appropriate proposal for the specific customer, according to active business policies, suitably communicated and supported
Agent Set of suitable proposals CAS applies all the complex business rules on customers financial, traffic and re-rating information and compiles a set of proposals, providing certain benefits to the customer, while balancing corporate costs
CAS
CAS
For potential customers, where no traffic information/ invoice history is accessible, CAS utilizes a powerful billing approximation engine: a pattern-based estimator of tariff proposals for a candidate customer. The only input in this case is the traffic pattern as provided by the candidate customer, verbally or through demonstration of a copy of a recent invoice from current operator.
Potential customers inquiry Candidate customer submits a recent bill or describes his/her owned traffic pattern Forward to CAS Agent simply submits traffic statistics, as found on customers bill, along with a classification of customers request
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Potential customer Present proposal, negotiate The most appropriate tariff proposal for the candidate customer, according to active business policies, suitably packed and communicated. Interaction with the negotiation set, for a different proposal according to customers feedback
Agent Get negotiation set CAS applies all the complex business rules on customers traffic pattern and generates a set of proposals, providing certain benefits to the customer, while meeting sales priorities
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accurate answers to challenging business questions through simple, interactive scenarios against terabytes of complex data
CAS CAS
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Recommendation Engine
Enable automatic, personalized, fully managed tariff proposals for qualifying customers
A self-service component of CAS, launched through your corporate web-site under \My Account section or via smart phone mini-application. Upon login, your customer receives proposals, triggers or tariff related messages, all satisfying certain business rules and constraints. Your customers enjoy highly-targeted, personalised offerings, while you retain full control over any associated costs, goals and corporate strategies. The logic behind this automated proposal is fully managed by business rules and constraints ensuring minimization of any involved costs, and also a progressive nature in communicating the proposed tariffs to the customer. The presentation type/style, feedback capabilities and attached actions are all managed through CAS recommendation engine. Analytics, reporting and performance assessment closes the loop for this intelligent customer communication component.
Existing customer Navigate recommendations Customer can explore recommendations, review, dismiss or rate specific items, trigger tariff change procedure or ask for more information
Customer login info Customer logins to myAccount section of your corporate web portal. The system retrieves customer profile and related information
HTTP://
Your Portal / myAccount
Get recommendations CAS applies all the complex business rules on customers traffic pattern and generates a set of well prepared proposals, in the form of promotional messages, hyperlinks , mini-adds, or in a structured, bill-like presentation of the alternatives
Request recommendations Login event triggers automatic customer assessment through CAS Tariff Recommendation Engine, which applies all available corporate policies, and serves your customer with a set of highly personalized, well studied tariff proposals
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Business Applications
CAS generates multiple, measurable results in several dimensions. The value of information generated, brings a major impact on both micro and macro decision making processes of the modern telecom: optimum customer handling, increased customer satisfaction level, competitive market positioning along with controlled costs.
Antiattrition +
Save processes significantly benefit from CAS comparative information: cancellation/port-out requests, tariff plan change inquiries or even bill-related complaints, are best handled by a CAS-connected agent: CAS decision support components combine analytical tariff model comparison output with standard customers data (traffic profiling, trends, demographics, segmentation and more), execute the predefined business logic and finally generate the Tariff Negotiation frame: this is a safe space providing agents the flexibility to propose alternatives to customers according to corporate policies and business constraints.
Data modeling +
CAS supports the need to study the customer base with the tariff suitability/ performance perspective through two major options: (A) use CAS reporting tools, parameterize, fine-tune and export sample of customers or segments for further modeling and (B) export raw customer data (best-tariff set of metrics) for a specified customer subset and load to existing analysis applications available (such as data mining or reporting tools) in order to take advantage of additional customer attributes and metadata.
Sales support
The system can facilitate the design of specific scenarios based on actual or simulated traffic data, for sales activities. Particularly useful for corporate (business) account presales or retention activities: sales professionals demonstrate the performance of the selected tariff models, against a complex, well-studied, realistic (actual or artificial) traffic dataset that clearly promotes the advantages of these tariffs.
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Tariff development
CAS supports the definition of candidate tariff models (either from scratch or as a variation of an existingproduction model) and the repetitive execution against either virtual CDR packages or against any specific segment of customers found in the customer base. This functionality can significantly improve product development processes. In certain cases the system can reveal market opportunities for innovative models through systematic what-if analysis.
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Product Architecture
CAS has been designed with a modular, component-based approach, in order to meet high performance, scalability and portability requirements. CAS.Studio follows the smart client architecture which combines advantages such as full web connectivity and rich, windows graphical user interfaces. CAS.Advisor is packed as a web application available through intranet, for massive use through POS. CAS Rating and Billing engine provides outstanding flexibility and performance: sophisticated in-memory processing models enable interactive billing scenarios and tariff comparison data. CAS core Billing Engine components support: Scaling on both period and within call aggregations Bundle packages in several units of measurement Bundle carry-over and shared bundles Dual billing alignment mode (billing/calendar period arrangement) Selected numbers concept, with automatic estimation of customers choices By-Reference tariff definition, version control, full tariff lifecycle tracking Embedded random sampling algorithms enabling full, random, ad-hoc or segment-driven billing The Chooser Concept, depicting the cheapest tariff from a predefined set, for each customer, for every given month
A subset of CAS.WS Communication layer is marked as public available throughout the enterprise for custom application development. This provides a great flexibility in answering special application integration needs, client application development or support of quality assurance procedures. CAS ETL layer consists of a set of robust components capable of systematically gathering, loading and processing large volumes of customer related data. With the fully customizable External Adaptor, CAS can handle any input scenario (historical files, deltas, database integration, FTP-based file gathering) with embedded, advanced data validation logic. Specialized reporting and alerting components ensure sufficient administrative information flow. Integration components and specialized interfaces ensure effective communication with external systems (such as CRM, the Billing system or the data warehouse) either to collect information or to publish execution results.
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CAS Presentation CAS Studio
Tariff admin, Policies, Reporting for experienced power users, Business analysts, Product managers
Custom Apps
Mobile apps Portal My Account Intranet apps
CAS WS
CAS Connector
CAS ETL Corporate Data sources CAS Data Management External Adaptor CAS DB
Transformation Manager
CAS.Synchro
CAS Adaptor
CAS Staging DB
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A powerful platform providing ad-hoc and systematic billing execution: continuous evaluation of business scenarios on pricing policies and their impact to the customer base
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Key Components
CAS architecture enables a component-based synthesis of the solution matching your exact business needs. Flexible APIs and integration points ensure rapid deployment and further application development
Market Manager
One of the core modules, Market Manager provides advanced functionality for creating, managing, monitoring and analyzing markets.
Traffic Generator
The CDR generator wizard provides advanced simulation capabilities for generating packages of CDRs according to user-defined shape. The system allows naming, storing and administering the CDR set, as well as analyzing its synthesis through specialized reports. This provides significant flexibility to the analyst by making it possible to prepare certain sets of named and fully understandable CDR packages to be used as a standard input for quick tariff assessment.
Tariff Manager
Provides sophisticated tariff plan administration tools, including tariff loader, tariff builder, tariff validator, specialized viewers and analyzers. It is based on data-driven intelligent Graphical User Interfaces enabling non-specialist to easily create and use complex tariff plans (ensuring consistency through automatic, statistics-based users entry validation). Tariff workflow enforces certain business rules towards the release of a tariff to POS level. Provided an active subscription to datamines tariff provisioning service, CAS Tariff Connector enables online, systematic and unattended tariff database synchronization (through web connectivity).
Rating Engine
CAS high-performance, in-memory Rating Engine supports both interactive and batch rating and billing. This is a fully parameterized engine with several options regarding I/O available to any valid tariff plan (actual or hypothetical one) against any traffic data set (actual or simulated).
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Segment Designer
Segmentation scheme development, automatic profiling, export mechanisms featuring random sampling techniques
Innovative tools for creating, maintaining and analyzing customer segments, policies (business rule packages) and decisioning configuration. Segment Designer makes segment-related processes efficient and more interactive. Simplifies the complexity of rule definition through a powerful graphical user interface offering instant generation of statistics and previews of customers-members of the segment, immediate segment profile analysis, along with user-defined random sampling on the resulting customer set. A new, marketing-friendly approach for the campaign target group definition process.
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Discount Manager
Offer personalized discounts, monitor and analyze impact
CAS enables interactive discount scheme definition, analysis and management. Business users can create flexible discount schemes, evaluate costs and expected outcomes under certain hypotheses, and assign each scheme to a specific customer, group of customers, segment or tariff. Specialized performance assessment reports along with KPIs for analyzing the impact of discount models regarding customer base health, are embedded in this component.
loyalty and customer satisfaction through intelligent, highly personalized discount models
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Analytics Studio
A sophisticated, interactive reporting environment featuring modern Business Intelligence tools
Enables powerful, historical analysis of your customer base against any commercially available tariff offered in the market. Specialized metrics such as distance from the next or best eligible tariff for each specific subscriber enable definition of intelligent pricing & customer handling strategies. Advanced multidimensional reporting against tariff performance data - a sophisticated data analysis and presentation layer, offering access to cubes, dashboards and data mining modeling outcome. Advanced CDR modeling (featuring traffic patterns, price analytics) can be offered as additional, tailor-made packages, focusing in churn modeling/ prediction, campaign optimization, customer satisfaction and propensity to buy modeling. External Business Intelligence applications benefit through CAS.OLAP data objects. The integrated customer data marts and/or data warehouses can be systematically enriched with a new range of tariff performance metrics (tariff suitability, distance from optimal, usage patterns) as well as existing reporting, analysis, and decisioning processes. Senior business users can define new views or perspectives on the customer base related KPIs, introducing aspects such as price-sensitivity, price awareness, competitive ranking.
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Customer 001
Customer 002
Customer 004
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predictive models, sophisticated statistical and data mining services, generating business knowledge and actionable results
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About datamine
Founded in January 2005, datamine decision support systems ltd specializes in information technologies utilizing analytical components and data-intensive models. Datamines expertise supports the full cycle of data-demanding projects, from data analysis and quality assurance to Business Intelligence and Management Information Systems. Datamine demonstrates numerous success stories featuring innovative analytical solutions for the Banking and Telecom sectors. Datamine is based in Athens, Greece.
we are committed in designing intelligent software dealing with challenging business scenarios. We use technology as the means to deliver innovative solutions to enterprise decision makers and strategists. CAS is a characteristic product of this corporate culture
George Krasadakis, Head of engineering and product development
CAS
www.datamine.gr
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