Idiro Analytics - Identifying Families using Social Network Analysis and Big Data Analytics

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Identifying
family groups
through Big Data
analytics

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Social Network Analysis
– and Idiro
• Idiro Analytics: 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 paperwork
3. Provide anonymised data to Idiro:
– Sample of known families, CDRs, subscriber data
1. Idiro modelling
– Can be carried out in Dublin or on telco premises
1. Family ID delivery and first campaign
2. Refine model outputs based on campaign results / product
uptake
3. 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 Idiro
info@idiro.com
www.idiro.com