1. Using data and Analytics to drive your business
Darren Archbold Regional Vice President – Cloud Sales

2. Data Analytics is… the science (& art) of drawing insights from raw information sources.
NOTES:
If you do a web search on “Data Analytics,” you are bound to get millions of results
But here's the simplest definition you are likely to find – the science of drawing insights from raw information sources
I like this definition in particular – as it reminds me of a recent Harvard Business Review article:
‘Data Science & the art of persuasion’ – which discussed some of the biggest challenges with data & analytics are the story (or maybe the ‘art’ of storytelling- to reference this definition) and how you communicate that data story…
Analytics have been around for a long, long time now, but until recently, they were reserved only for organizations who could make heavy investments in building the right IT infrastructure and acquiring experts with the right skillset.
Not anymore... but before we get into how exactly service providers like you are leveraging data analytics... I want to make sure we are all on the same page

3. Don’t let the buzz words get to you
NOTES:
First, there are a lot of buzz words associated with analytics from...AI and Big Data in the largest circles here….. to machine leaning & predictive analytics … all the way to deep learning at the core
Obviously all of this can be confusing, and what you are looking at is one interpretation/attempt at making sense of how they are related
For today's call, I'd like to keep it simple and look at some concepts & terms that have a more practical use in our business
Source: SASA, 2017

4. Customer 360° What everyone else sees
Data is the foundation of truly understanding your subscribers experience. Analyzing it, interpreting it and responding to it, will be how you understand what needs to be done to build a campaigns that are getting the right message at the right time.
Billing vendors – NISC, MAC, etc from whom CSC would be consuming data
Data producing to :
Ticketing systems – BMC Remedy, ServiceNow, etc
CRM Service module – SFDC, Oracle, SAP service modules
Field Tech Application vendors
IOT vendors – Amazon Alexa, Google Home
What everyone else sees
Search – Google, Microsoft, Yahoo
Transactions – Amazon, Google, I-store
Cookies and Browser history – your content provider
Online gaming – Twitch, Console Manufacturers
Devices – Apple, Android, Microsoft
Cloud – Amazon, Netflix, Google Docs
What do they do with this…offer you goods and services
Help you spend your digital wallet
Customer 360°

5. Salesforce and Tableau acquisition - $15+ Bn

6. Google and Looker - $2.8Bn

7. Analytics Simplified Example: I want to know who churned.
Why did they leave?
I want to know before they leave.
Information
NOTES:
We all sadly understand churn – so thought this might be a good topic to use to explore simplifying analytics farther
This is my favorite visualization of data analytics… the different types & what they mean to us…and this concept of thinking of analytics as an evolution
It starts from Descriptive...
What Happened
For example... These 100 people churned. Sheer historic fact – or ‘hindsight’
It moves then to Diagnostic…
Why did something happen? - Insight
For example…. Why did those 100 customers leave?
Moving on Predictive….
How can I ensure I know what will happen moving forward… maybe to a similar group of 100 customers - Foresight
For example…. What will the next group of customers to churn be?
And finally Prescriptive…
How can we (in this case – NOT) make something happen
For example…. What are the levers I can pull to retain them & see that I will indeed retain them
Working with our service provider customers we have seen companies make this transition from descriptive and some have moved all the way to prescriptive to REALLY drive the behavior that they want to see based on the data and insight, not blindly just acting
What do I do to retain them?
Example:

8. Data is everywhere How are you using yours? Data is everywhere
Nice to meet you!
Sources:
Data is everywhere
How are you using yours? 10 10

9. Content - Netflix’s big bet
WELCOME TO THE FUTURE
Tee up the fact that this was a bet, BUT they made that bet based on data and hard facts and figures
When it launched in 2013, Netflix released all House of Cards Season 1 episodes at once. Within weeks, the series the was already the most streamed piece of content in the United States and 40 other countries
This was the first series produced by Netflix and it started the new trend of Netflix binge watching. They invested $100 Million into this content, so they wanted to try to guarantee success.
Content - Netflix’s big bet 11 11 11

10. How did Netflix use data for success?12 12 12

11. Popular UK Series The House of Cards BBC show
High completion rate for both episodes & seasons
Was a popular show on Netflix and had high completion rate, meaning people who started the show tended to watch episodes & seasons in their entirety. 13 13 13

12. Popular Director David Fincher
Director of such films as Fight Club, Gone Girl, Seven, The Social Network
David Fincher has directed Fight Club, Gone Girl, the Social Network, Alien 3, to name a few 14 14 14

13. Popular Actor Kevin Spacey One of the highest rated actors on Netflix
Films featuring him had always been highly watched
Kevin Spacey was one of the highest rated actors on Netflix. And films featuring Kevin Spacey had always done well on Netflix 15 15 15

14. A Formula for Success! WELCOME TO THE FUTURE TALKING POINTS:
Build 1: Netflix knew their subscribers liked Kevin Spacey.
Build 2: They knew they liked David Fincher’s style.
Build 3: They knew there was a high completion rate of the British version of House of Cards. 
They also knew that people who liked Fincher also liked Spacey — and if they liked both, they typically liked shows like House of Cards 
A Formula for Success! 16 16 16

15. Remember, this was the first time Netflix put out their own content AND they were releasing all the episodes at once, so they changed their marketing strategy a bit.
There was not one trailer for “House of Cards,” there were many. Fans of Kevin Spacey saw trailers featuring him, people watching shows with strong female characters saw trailers featuring the show’s female leads and serious film buffs saw trailers that reflected David Fincher’s style
Go to Market Strategy 17 17 17

16. Unlock the data trapped in your network
The key to understanding your subscribers…
…is to understand what kind of experience they are having and what kind of behavior they are engaging in…
Tailored for service provider markets. 
Unlock the data trapped in your network. 
What is the data telling you? How can we take that data and turn it into actionable insights?
What is subscriber behavior? What is their experience? 

17. Bandwidth Consumption
Network Devices
Bandwidth Consumption
Billing
Info
Demo graphics
NOTES:
In the Service Provider world, there is tons of data but typically trapped in different systems and different departments
That in itself poses a challenge… precious, but useless until it is “processed”
Thinking of these 4 examples… [list out] – if you could pass these awesome insights between teams… how different would your business be?
Can you please tell me about the experience you’ve had about the silos of data that exist in your company, and likely in many companies of folks in the audience?

18. What you know today…
What you know today

19. What you know today… What you know today SMITH FAMILY JONES FAMILY
2204 Robin Lane Burnesville, NC 28714
Demographics: 3.2 Children
Family Income: $65,000-$85,000
Service Tier: “Basic”
Monthly Bill: $62
Service ticket information
JONES FAMILY
2235 Robin Lane Burnesville, NC 28714
Demographics: 2.2 Children
Family Income: $65,000-$85,000
Service Tier: “Mid”
Monthly Bill: $72
Service ticket information

20. Subscriber Experience in 2019
*2016 Cisco VNI Complete Forecast **2018 Stake a Claim in the Connected Home: Parks Associates

21. What you need to know
What you know today

22. Subscriber Insights! What you NEED to know SMITH FAMILY
WORK FROM HOME
VPN: 40 hpw, Video Calls: 25 hpw
STREAM QUEEN
HULU: 15 hpw
SMITH FAMILY
Speeds (D/U): 6/1 Mbps
High Gaming: Yes
High Social: Yes
Work-From-Home: Yes
Data Usage: 370 GB
Streaming Usage: 280 GB
Service Limit Hits: 42
Speed Tests: 5
Churn Risk: Yes
Wi-Fi Score: 2
No. of Client Devices: 14
Smart Home Prospect: Yes
SUPER SENIOR Video Calls: 15 hpw
GAMER
Xbox: 18 hpw
SMART THINKER
Voice Control: 27/day

23. What you need to know What you know today JONES FAMILY SMITH FAMILY
Service Limit Hits: 3
Competitor Websites 0
Speed Tests: 0
Churn Risk: No
Speeds (D/U): 1Gbps / 100Mbps
High Gaming: Yes
High Social: Yes
Work-From-Home: Yes
Data Usage: 370 GB
Streaming Usage: 280 GB
Wi-Fi Score: 2
No. of Client Devices: 14
Smart Home Prospect: Yes
SMITH FAMILY
Service Limit Hits: 42
Competitor Websites 10
Speed Tests: 5
Churn Risk: Yes
Speeds (D/U): 25/5 Mbps
High Gaming: Yes
High Social: Yes
Work-From-Home: Yes
Data Usage: 370 GB
Streaming Usage: 280 GB
Wi-Fi Score: 4
No. of Client Devices: 8
Smart Home Prospect: Yes 25 25 25

24. Smith Family - 25Mbps – Chronic Speed Upgrade1 2 3 4 5

25. Subscriber Experience – 50Mbps customer1 2 3 4 5
Moderate B/W usage
Constrained throughput
Multiple Speed tests
Wi-Fi experience good
UPGRADED….
Churned out in March

26. Jones Family - 1GBps Subscriber – Poor Wi-Fi2 4 3 5

27. Home Monitoring System
804 Mesh
GigaCenter
SMITH FAMILY
Wi-Fi Score: 2
Self Heal: Off
Top Application: Hulu
Number of Client Devices: 14
Client Health: Red / Compromised
Signal Strength: Poor
WAN Health: Green / Good
IoT Hub
Amazon Echo
Home Monitoring System
Transparency and Control in the Home!
What you NEED to see

28. Diagnosing the Problem… the ‘Traditional’ Way
Ah, ok, let’s
try something else then…
How about Z?
Is it Y?
Is it X?
Ok Mrs. Smith, how can I help you today
Hi there, this is Tony. Before we get started…
0:00
2:00
5:00
7:00
9:00
Step…by step…is slow.
It takes a long time to diagnose the problem, let alone to begin to fix it…

29. The Answer: Intelligent Division of Labor!
The Key to Fixing a Problem, is Knowing the Problem!
Instrumentation + Automation + Analytics = fast & efficient problem determination
Your CSRs pay attention to the customer, while your tools pay attention to the problem!

30. Diagnosing the Problem… the New Way
Let people do people…
WAN Check
Wi-Fi Check
Client device Check
Gateway
Check
Ok Mrs. Smith, how can I help you today
Hi there, this is Tony. Before we get started…
0:00
2:30
4:00
1:00
I already ran a Smart Check and I see…
…and the data and Cloud do the analysis.

31. Network Planning – Data vizualization

32. The Journey from Data to Meaningful Insights
Speaker: PAM
NOTES:
- But even if you've figured out where all the information you need is, it takes a few critical steps to make sense of raw data
- First, you need to be smart about extracting the right pieces of information
- Then analyze and correlate them to discover any patterns
- And finally display what's relevant to the user/department
- This a actually an over-simplified way of looking at the work that goes on behind the scenes
- It typically takes expensive data scientists who if you are lucky not only understands data but also the business.
- And not many businesses can afford dedicated data scientists to help aggregate the data & display it in a meaningful way
- One For example, a service provider once told me they managed to carve out a budget to hire a very smart data scientist, but really struggled to make his interesting findings meaningful & actionable for their marketing department…. Back to that article in the Harvard Business Review – telling the story of the data you find is tricky! It left a huge gap... a lot got lost in translation
What is the part that you struggled with the most as it relates to Collecting, Analyzing, or Creating Insights?
Collecting Data
Organizing & Analyzing
Business
Insights

33. Organizing and Analyzing
Lots of options:
Excel
Power BI
Tableau
Domo
Calix Cloud
Most Start Here:
Discuss what data analytics software does: takes in raw data from multiple sources, you tell it what data you want it to connect, and it shares a visual representation of the data – but then what…
I see this all the time in my current role at Calix. My job is effectively to make sense of the information coming from Calix Cloud and make it actionable for service providers. However, there is SOO much nuance in this information and it requires someone with a lot of experience not only in the industry but also with the data to determine how to actually drive it forward.

34. Analytics Strategy
Tap into your network intelligence to deliver an unmatched subscriber experience.
Unlocking data currently trapped in your access network
Democratizing data for fast & easy access to business insights
Empowering line-of- business professionals with purpose-built tools

35. If you don’t remember anything else ….
Break down the silos of data and plan to leverage data to drive business decisions
Allow the data to dictate Strategy and “next best actions”
Your data can be the voice of your customers if you’re willing to listen.. 1 2 3

36. THANK YOU