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Solution for Enterprise Business Analytic Data Warehouse

Solution Background

With increasingly fierce competition in China’s telecom industry, the operators have invested huge amounts of money on the construction of basic communication infrastructure and IT systems to provide users with better services. However the telecom operators are generally facing problems such as homogeneous competition, tariff down regulation, new user growth slowdown, serious customer churn, decrease of ARPU value, cumulative arrears, impact to traditional business from internet, etc. on the one hand, new customers and new businesses should be developed, on the other hand, customers should be retained and internal potential should be discovered. Pressures ask for higher requirements on timeliness, accuracy and scientific decission. So that operators have been applying business intelligence technology to aid enterprise officals and managers making decission in timeliness, completeness and scientificity.
Tianyuan Dic - enterprise business analysis data warehouse solution (hereinafter referred to as DIC-iEDW) provides a unified comprehensive analysis platform for enterprises, utilizing the large amount of data produced by business supporting system and external data. It can provide rich-in-content, form-diversified and customized analysis application to personnel of various roles such as decision-making level, management team, marketing client manager, etc. in forms of dashboard, ad-hoc query, multidimensional analysis, data mining, etc. It achieves a highly shared internal information resources of enterprises. It can provide timely and accurate scientific basis for policy-making analysis for leaders at all levels, to help telecom operators to improve service quality, get hold of market development, accurately grasp market pulse, as well as make efficient and reasonable marketing policies timely, thus ensuring a dominant role in the increasingly fierce market competition.

Overall Solution

In the overall framework, DIC-iEDW can be divided into three structure layers: data acquisition and loading domain, data storage and management, data access. It uses proportion analysis, structural analysis, ranking analysis, balance analysis and other analysis methods to transform data into information, achieving a effective support to IT and business staff.

Figure 1: Overall framework for DIC-iEDW

DIC-iEDW mainly includes the following products:

Product Name	Product Description
DIC-EDW (Data Warehouse Platform)	A centralized data management platform and analysis application platform constructed according to best practices of data warehouse. The data platform consists of interface layer, atomic layer, fact table layer and mart layer. Data comes from different domains such as customer, product, marketing, competition, event, financial, network resource, etc.; Analysis platform has adopted proportion analysis, structural analysis, sorting analysis, balance analysis and other analysis methods, as well as routine analysis methodologies.
DIC-EMC (ETL Management Platform)	It focuses on helping customer managing heavy ETL scheduling works, alleviating maintenance cost of data warehouse system, and improving the quality of data and efficiency of data processing. It provides flexible schedule and visual ETL monitoring graphical interface to management personnel of IT department and IT department of data management in large enterprises.
DIC-CRFP (Intelligent Reporting Tool)	Users can conduct multi-dimensional indicator analysis, automatically data generation and front end report display by business knowledge without program development. It achieves automatically import of background data, and makes the work of background data developer achieved by product function of automatic import. It utilizes fixed templates to achieve front-end report display, thus greatly reduce report development cycle, which satisfies customers’ timeliness demand for reports and also reduces report development cost.
DIC-iSubjects (Subject Analysis)	Including financial analysis, customer analysis, product analysis, competition analysis, service quality analysis, resource utilization analysis and other analysis subjects, which can satisfy customers’ routine analysis. Enterprise analysis and management personnel can timely find enterprise business dynamic change, to achieve dynamic business monitoring.
DIC-iReports (Special Analysis)	Including customer churn warning special analysis, customer new business/product marketing special analysis, customer and package / promotion matching special analysis, customer defection special analysis, customer transform network special analysis, customer leave network special analysis, customer win back special analysis, communication society special analysis, customer care special analysis, etc.
DIC-iPilot (Pilot Cockpit)	To provide visual enterprise operation indicators to leaders, this platform provide pilot cockpit to fully display all indicators of enterprise and give warning for abnormal ones.
DIC-iPortal (Portal Customization)	System users can make flexible customization to various kinds of application and interface style according to their own preferences; it is aimed at users of different aspects and roles. The functions include: basic function, personalized customization, application recommend, content search, information push, information role match, etc.
DIC-TMSS (Intelligent Data Fetch Platform)	Intelligent data fetch function can help marketing planning and marketing management personnel to set various data fetch restraints and result fields through operation in graphical interface to get relevant marketing data.
DIC-DBP (Data Portal Platform)	Including business management analysis, enterprise operation management and enterprise operation monitoring. Business management analysis means comprehensive analysis aimed at all aspects such as human being, finance and material that have been involved in business management, to provide policy making basis to management levels for making enterprise strategy and budget assessment, etc. Enterprise operation analysis conducts analysis and support on marketing, sales, service management and other aspects for enterprise. Operation data monitoring conducts audit, monitoring and warning on operation data in business and product aspect, to prevent enterprise revenue loss and enhance customer satisfaction.
DIC-EDP (Local Data Analysis Center)	A monitoring platform satisfying local area manager’s demand on analyzing local area market, supporting client manager’s demand on monitoring business revenue, user development and arrear retrieve in the governed region, as well as locking user change in the relevant region.

Solution Features

1. Open architecture: adopt open architecture from data model, business model to standard interfaces.

2. High performance: data warehouse is enterprise-oriented information basis. Under premise of obeying enterprise information security and permission management, data warehouse will be geared to all of the users who makes demands, and maybe external strategy partners including telecom users, telecom partners, etc. in the future, providing a large amount of statistical analysis facing with large numbers of users. This requires the storage platform of the data warehouse shall be able to respond to these demands with performance that conforms to standard, to effectively satisfy policy making support for market development, business development and business competition.

3. Excellent scalability: as basis of data warehouse, a key point of the storage platform is that the system shall have excellent scalability to satisfy extension demand for the system due to business development and market competition trend, including information extension, platform extension, application extension, etc.

4. Effective investment protection: as for managing enterprise basic information data, the data warehouse storage platform shall have full investment protection capacity to ensure a 100% investment protection during business development.

5. Complete user support: data warehouse user contains all possible internal and external users of telecom. Storage platform of the data warehouse can support all the users with security and permission management, providing a good system response performance.

Customer Benefits

1. Radar for enterprise strategy: reflect in an intuitive way where customer lies, where competition lies, where opportunity lies and where risk lies. Display enterprise health indicators from four aspects of finance, customer, internal operation and learning & growth;

2. Dashboard for enterprise operation: it can provide managers with dashboard application capability, and conduct real time monitoring on various business indicators for enterprise operation;

3. Useful tool for competition analysis: conduct targeted maintenance and retention through in-depth analysis to competitors. By anti-fraud analysis to decrease fraud behavior of customers and revenue loss caused by abnormal system operation.

4. Navigator for business development: find market blind spot through macro analysis to market. Have an insight into in-depth reason of market changes through special analysis and timely make targeted marketing plans. Explore opportunities to enhance customer values by accurate match in customer, product and channel.

5. Signs for frontline staff: timely get hold of indication completion condition to make early action. Understand customer trends and provide targeted marketing and service.

In Scope

This solution can be applied to the construction of business intelligence system for China’s telecom industry.