Confidential. Copyright Idiro Technologies, all rights reserved. 1 Identifying family groups through Big Data analytics

Confidential. Copyright Idiro Technologies, all rights reserved. 2 Social Network Analysis and Idiro Idiro Technologies: specialists in advanced analytics for telcos Based in Dublin, with customers worldwide Leaders in Social Network Analysis for marketing & CRM The power of Social Network Analysis (SNA) for marketing We all influence each others decisions SNA is the science of groups, relationships and influence Idiro applies the principles of SNA to mobile CDRs - to build social maps of customer communities Benefits: predict churn, drive P2P campaigns, increase acquisition, & cross-sell, etc. Advanced SNA algorithms used to identify families Churn Pressure Churner Churner Churner

Confidential. Copyright Idiro Technologies, all rights reserved. 3 Identifying families: Behaviour-based Discovery 1. Idiro receives anonymised CDRs and subscriber data 2. The telco provides a sample of known families 3. Idiro builds a model to predict which subscribers share a family link 4. Idiro applies the model to all the links between every on-net & offnet MSISDN 5. Finally we use a clustering algorithm to detect the families based on groups of subscribers interconnected by strong family links 6. Feedback from early campaigns is used to refine the outputs

Confidential. Copyright Idiro Technologies, all rights reserved. 4 Families Case Study Mobile operator in S-E Europe Mobile operator exploring family identification for future products Operators family identification to date based on limited demographic & location data Idiro project to improve family identification Results: Idiro model shows significantly higher family identification than Operators own efforts

Confidential. Copyright Idiro Technologies, all rights reserved. 5 Families Case Study Mobile operator in N-W Europe Mobile operator launching 2 family products Family tariff Hardware product for larger households Family targeting based to date on demographic data Idiro project to identify families & households for both products Used all available data: CDRs, demographic data, subscriber parameters, etc. Sample of known families provided Results: strong performance in both campaigns First results shown below Initial campaign results used to refine family model outputs

Confidential. Copyright Idiro Technologies, all rights reserved. 6 Steps to family identification using Idiro SNA 1. Agree scope of project with Idiro objective, family definition, timescales, etc. 2. Complete paperwork 3. Provide anonymised data to Idiro: Sample of known families, CDRs, subscriber data 4. Idiro modelling Can be carried out in Dublin or on telco premises 5. Family ID delivery and first campaign 6. Refine model outputs based on campaign results / product uptake 7. Deliver ongoing refreshes / new target lists as required

Confidential. Copyright Idiro Technologies, all rights reserved. 7 Considerations for Family Identification Using SNA Every country is different e.g. Irish family units are different to German or Brazilian families Definition of family must be based on the specific product / market opportunity Idiro will workshop with the telco The model requires the following anonymised data: CDRs and subscriber records Some known families to learn from Initial uptake of family propositions is used to refine the model & improve the targeting for later deliveries

Confidential. Copyright Idiro Technologies, all rights reserved. 8 Sounds interesting? Contact Idiro info@idiro.com www.idiro.com