Enabling a digital lifestyle using data analytics and machine learning
Globe Telecom is the leading full service telecommunications company in the Philippines, serving the needs of consumers and businesses across an entire suite of products and services including mobile, fixed, broadband, data connections, internet and managed services.
Accounting for more than 50% of the Philippines’ mobile revenues, Globe Telecom leads the mobile market, while also generating one-third of the country’s fixed broadband revenues and enterprise data connections.
To enhance customer experience for its 60 million customers, Globe Telecom looked into the use of machine learning to deliver real-time targeted marketing and optimised products and services, while maintaining compliance with the latest industry data regulations in the country.
Data explosion as both opportunity and challenge
According to Chief Technology and Information Officer and Chief Strategy Officer of Globe Telecom Mr Gil Genio, the company strives to enable its customers to live a digital lifestyle that is supported by its robust and pervasive mobile network.
Given the increasing number of Internet of Things (IoT) devices, Globe Telecom’s mobile data volumes grew by 66% in 2017, reaching 600 petabytes (PB). The increased volume of data generated by IoT devices is valuable resources for the company to gain real-time insights of consumer behaviour and preference.
Yet, consumer spending on mobile services was not increasing at the same rate. As such, Globe Telecom must seek new ways to optimise its investments, bundle product offerings, and deliver contextual advertisements that elicit the most response from its customers.
“To sustain our growth, we are always looking for ways to improve customer experiences across our channels and touchpoints. Our ability to strategically manage and monetise information about our customers will enable us to deliver value-added products and further differentiate ourselves in today’s competitive business landscape,” said Mr Genio.
Another challenge that Globe Telecom faced was its traditional data warehousing infrastructure which was expensive and unable to accommodate the speed or scale of Globe Telecom’s data.
The value of a modern data management infrastructure
With the above-mentioned problem statements in mind, Globe Telecom started to search for a new data management infrastructure that not only helps to manage the data but also keep it secure, tracked and reportable for regulatory and privacy compliance. They soon found the solution through Cloudera.
“Cloudera is uniquely positioned to help us manage our data so we can get into the real core of our purpose, which is to more effectively market, to more effectively change the custom experience of a customer, and at the end of the day to make their mobile lifestyles even more effective,” said Mr Genio.
With the help of Cloudera, Globe Telecom revamped its data management infrastructure to meet its needs and tap on new business potentials. Understanding that service providers are among the biggest aggregators of data under evolving market, technology, and regulatory conditions, Cloudera Enterprise allows telecoms to securely sync user, network, device, business, and social data to drive customer intimacy and accelerate innovation.
With Cloudera Enterprise at the core of Globe Telecom’s data management architecture, the increasing volumes of real-time, granular network signal information and data from batch loads are ingested into a centralised data hub and made available to all employees across the organisation with full fidelity and security. Different functions across the company, including marketing, credit, and finance, also benefited from direct access to the platform. Cloudera’s platform is also able to allow telecommunications companies to scale to today’s and future data volumes and delivers machine learning and advanced analytics techniques to become data and insight driven.
“Two years ago, we were probably a bit behind mobile companies around the world,” said Mr Genio. “But today, we're trying to solve those challenges simultaneously with many other companies around the world… We can manage, interpret, and, at the end of the day, democratise all of that information that's all visible to us.”
Leveraging analytics, Globe Telecom is now able to perform customer segmentation that would have been previously impossible, resulting in a better mobile experience and more effective ads.
By future-proofing its analytical environment, Globe Telecom is maintaining a competitive edge in a fast-moving, global industry.