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Identifying family groups through Big

Data analytics

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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 other’s 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

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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

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Families Case Study – Mobile operator in S-E Europe

• Mobile operator exploring family identification for future products• Operator’s 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 Operator’s own efforts

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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

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Steps to family identification using Idiro SNA

1. Agree scope of project with Idiro – objective, family definition, timescales, etc.

2. Complete paperwork3. Provide anonymised data to Idiro:

– Sample of known families, CDRs, subscriber data4. Idiro modelling

– Can be carried out in Dublin or on telco premises 5. Family ID delivery and first campaign6. Refine model outputs based on campaign results / product

uptake7. Deliver ongoing refreshes / new target lists as required

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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

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Sounds interesting? Contact Idiroinfo@idiro.comwww.idiro.com