Page 334 - Big data - Concept and application for telecommunications

5 Big data - Concept and application for telecommunications

Appendix I

Use cases and scenarios
(This appendix does not form an integral part of this Recommendation.)

This clause describes use cases and scenarios.

I.1 Customer journey analysis

Use case

Name Customer journey analysis
Description Based on big data collected from mobile network traffic, it can support customer
journey analysis. Real-time analytics that map the user journey and generates
actionable insights that can allow operators to respond quickly with a "next-best
offer" and convert interested prospects into customers. Data such as customer
demographics and clickstreams are being combined with attributes such as
location and content preferences for next best offers. This also enables commerce
service providers to map specific customer's interactions with the network at
various stages of the lifecycle to promote tailored offerings and campaigns.

Roles
Figure

Pre-conditions
(optional)
Post-conditions
(optional)
Requirements – Users' behaviour data (refer to clause 7.2)
– Real-time processing (refer to clause 7.5)

I.2 Customer churn analysis

Use case

Name Customer churn analysis
Description Based on big data collected from mobile network traffic, it can support prediction
of customer churn according to their quota and frequency of service using in
mobile network.
Roles

Figure

Pre-conditions
(optional)

Post-conditions
(optional)

Requirements – Users' behaviour data (refer to clause 7.2)
– Off-line data process (refer to clause 7.5)

326 Network and infrastructure