Guavus > 实例探究 > MNO Offers Audience Measurement Service to Advertisers using Guavus-IQ Analytics

MNO Offers Audience Measurement Service to Advertisers using Guavus-IQ Analytics

公司规模

Large Corporate

产品

Service-IQ
Marketing Analytics

技术栈

Big Data Analytics
Machine Learning
Real-time Edge Analytics

实施规模

Enterprise-wide Deployment

影响指标

Cost Savings
Productivity Improvements
Revenue Growth

技术

分析与建模 - 大数据分析

适用行业

电信

适用功能

销售与市场营销
商业运营

用例

预测性维护
网络安全
供应链可见性(SCV)

服务

数据科学服务

关于客户

With millions of subscribers nationwide, this popular Mobile Service Provider has earned its position as a market leader by providing its customers with quality service, relevant products and new offerings. The marketing team developed a plan to offer advertising agencies target market insights to optimize their advertising ROI. They planned to gather subscriber analytics including demographic, geographic and behavioral statistics in an anonymous format, and offer this information to current and prospective advertising customers.

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挑战

The marketing team of a leading Mobile Service Provider had a plan to offer advertising agencies target market insights to optimize their advertising ROI. They planned to gather subscriber analytics including demographic, geographic and behavioral statistics in an anonymous format, and offer this information to current and prospective advertising customers. However, due to the size of the network and volume of data that needed to be analyzed, the option of rolling out a deep packet inspection solution was extremely cost prohibitive and could not be done within the timeframe needed. The complexity of correlating content data with subscriber demographics and geographical location, put the marketing team’s initiative beyond reach.

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解决方案

Guavus worked with the network team to deploy a cost-effective advanced analytics solution that met the needs and timeframe of the marketing team. Millions of records per second of subscriber content data were collected in each regional site and analyzed in real-time. The redundant data was stripped off and only the pertinent information was transported to the central data center on an hourly basis, where it was enhanced with demographic information from the data lake. By analyzing the data up front rather than later, the Service Provider was able to avoid sending huge amounts of unnecessary traffic across their network and less storage was needed at the central data lake. With the aggregated data in hand, the marketing team could then create customer segments based on the needs of the advertising agencies who could in turn present their services and products to the right audience.

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运营影响

Time to Market: Leveraging Service-IQ, the network team was able to aggregate and correlate behavioral and geographic data to meet the marketing team’s deadline.
Monetization of Data: Analysis of subscriber’s behaviors enabled the Service Provider to offer advertising agencies targeted customer segment information for effective ads.
Big Data at Scale: Data from millions of subscribers is fed from regional centers to the central data lake on an hourly basis.
Malware Infiltration Identified: Erratic behavior is flagged and tracked.

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数量效益

90% Reduction in Data Transport and Storage: All important information is processed at the edge and then transported, while redundant information is stripped off.

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