The best way to bridge the gap between Telecom and Terabytes of data can be achieved by introducing Big Data. Big data, to most people, has become the latest fuzz word for achieving competitive advantage. Communication Service Providers (CSPs) have always lived in the world of Big Data.

Every Activity in the Communication world generates data i.e. from network performance, to traffic prioritization and bandwidth utilization. Each operation generates nonstop packets of information that are quite large in size, so it has become challenge for all CSPs to manage that data. CSPs like Wipro has never been a lack of information but dealt that information into real time business units to maximize profit.

Now a days Digital data is considered as gold of 21 century, which gives the opportunity to understand the customers and help to improvise the service at an unparalleled level. Providing services by analysing gathered statistics directly impact on customer experience and feedback for the business organization.

CSPs want to start with the data that is freely available and see where it leads. The analysed data brings out a generalised and clear view of the activities or services that has been performed and given by the CSPs for the sake of customer. Sometimes, these services bring out the obvious connections like which involves generation of extra log files and large amount of cache.

Data challenges like collection of large amount of data and using edge analytics over it and sending back only the most important data, so that data do not flood the network are the major concerns for Communication Service Providers.

Complexities in architecture of network throughout telecom industry led to growth in requirement for managing systems which ultimately affects the data consumption and generation. 4G mobile and superfast fibre broadband are the most convergent strategies adopted by today’s Telecom Service Providers and these adopted technologies generates legacy data for today’s operator. Hence an optimized solution for managing these data is big data analytics.

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Web Analytics platforms examines the activity of the users over the online site or social media interactions. These Platforms provides collective report of the users to monitor and plan further suitable environment so that a user (visitor) can become a permanent customer. Below are the basic functional subsets of analytics and marketers should be aware and utilize them from time to time:

Optimization of website for increasing visitor’s engagement and conversion is the critical task, as it is difficult to capture the paths that the visitor take and interact with the page. Experiencing visitor’s behaviour comes under this type of analytics. Folks design a pretty good and attractive sites but forget that their site is the actual gateway for doing business. Planning and Experience both are the key factors that are used to increase the value of website which leads to behavioural analytics.

An activity of value can be determined by various conversions on site. The most observable activity is a purchase on an ecommerce site. Promotion of a service leads to following conversion factors as:-

• A Free Trial.
• A Demo.
• A Webinar or an activity that has been introduced to provide a value.

This analytics basically provides qualitative analysis to enhance productivity and business gain.

It often incorporates testing of activities and elements so that more number of visitors converted into customers.

This analytics provides the real time inventory of the current activity and behaviour of the visitors on your site in a particular span of time. Real-time analytics increases the likelihood of conversion, and provide minute to minute analysis of your website. A minute to minute analysis helps in optimizing the website for convergence.

Many Companies do not monitor the likings of the customer or which product, service get the highest rating by customer, they actually believes to overcome the blocks for a perfect engagement process. There are many systems that provides channel, surveys and other data collection points for providing a clear vision that how a company should perceive. This analysis comes under customer intelligence analytics.

Of course, all of these systems can provide overload of information and often lead to analysis paralysis. Integration of other third parties platform with the analytics platforms automatically improvises the customer experiences. Generic problem of analytics platforms is that they collect data and make reports but rarely make a recommendation. Analytics basically provides an optimized way for doing business if and only if decision makers are able to derive the knowledge from facts and the figures.

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