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Geospatial Analysis applied to BI: Driving better decision making Paula Fadul
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Geospatial Analysisapplied to BI:Driving better decision making
Paula Fadul
q About Telefonica | Vivo
q Business Intelligence - Organization Structure
q Internal Partner Ecosystem
q Challenges & Opportunities
q Business Cases
Agenda
q About Telefonica | Vivo
q Business Intelligence - Organization Structure
q Internal Partner Ecosystem
q Challenges & Opportunities
q Business Cases
Agenda
We are the largest telecom company in Latin America and the most valuable and trusted brand in our Market in Brazil...
Under the Vivo brand we sustained the lea
4-Play
mobile
rvice providing:
About Telefonica | Vivo
We have convergent four-play offer, recognized by our excellence in quality and coverage…
95,4 million
Total Accesses 2014
79,9 million
Mobile Accesses
3,1 million
Broadband Accesses
912 mil
PayTV Accesses
22.000 K
Optical Fiber
q About Telefonica | Vivo
q Business Intelligence - Organization Structure
q Internal Partner Ecosystem
q Challenges & Opportunities
q Business Cases
Agenda
GeospatialAnalysis
Organization Structure
Identify business
opportunities such as
potential areas for sales
Visualization of KPIs
through layers and maps that permit better
decision making
Customer profiling
analysis & Segmentation
applied to micro-regions
Channel management support and
mobility analysis for
network optimization
BUSINESS INTELLIGENCE
Data BaseManagement
InformationManagement
Feasibility Analysis &
Post MortemMarketing Analytics
Customer RelationshipManagment
q About Telefonica | Vivo
q Business Intelligence - Organization Structure
q Internal Partner Ecosystem
q Challenges & Opportunities
q Business Cases
Agenda
Geomarketing has been amplifying its scope and spectrum of actuation, interacting with
several areas inside the company and being responsible for providing innovative solutions
that support strategic and tactical decisions, through new business opportunities
identification or resource optimization and cost reduction.
Modeling
ProductCampaign(CRM)
Channels
Comercial
Network
Communication
Internal Partner Ecosystem
q About Telefonica | Vivo
q Business Intelligence - Organization Structure
q Internal Partner Ecosystem
q Challenges & Opportunities
q Business Cases
Agenda
In the beginning, geospatial
analysis came as a
visualization tool for geo-
referenced information,
facilitating market and
business understanding.
Today, its scope involves an
advanced level of analytics,
including the generation of
important variables used in
propensity modeling,
demand forecasting, risk &
potential scores, investment
optimization analysis, micro-
region segmentation, etc.
Rel
evan
ce
Maturity
Maps as a Report
Reports & Static Maps
Observe and understand the past
Mobile
Fixed & Mobile
B2B & B2C
Selling Potential & Channel Management
Support
Potential Discovery & Optimization Modeling
Predict and actuate
Data as an input for user profiling analysis
Mobitilty applied to OOH Media Planning
& Network Optimization
Geopositioning & Real Time
2008-2009 2010-20112012
2013
2014
2015
2016...
Challenges & Opportunities
q About Telefonica | Vivo
q Business Intelligence - Organization Structure
q Internal Partner Ecosystem
q Challenges & Opportunities
q Business Cases
Agenda
Business Cases
ØStudy of the points of sales capillarity over the cities in order to prioritize the regions to invest in new places
ØMaps can complement the analysis providing visual insights and also facilitate decision making
Business Cases
Ø In other cases, the maps can be published on the web to provide wide access to the information through the organization
Ø In the Network Optimization case, we used ArcGIS Online to publish the main cities of Brazil and their network expansion plan
ØWe were able to visualize the prioritized regions for investment compared to the top regions in term of revenue, traffic demand and also network quality
