How to effectively build customized products, services & marketing campaigns driven by data
By: Praveen Yerramsetti
Tags: Telecommunication, Customer Experience, Analytics, Exploratory Data Analysis, Product Management

How to effectively build customized products, services & marketing campaigns driven by data Praveen Yerramsetti Jun 5·4 min read

Introduction

In this digital era, data is the most powerful tool which can help any business thrive and succeed when used diligently

This article illustrates one such example on how data can help a Telecom company build customized products, services & marketing campaigns for its exiting and potential customers by understanding user’s demographic characteristics based on their mobile usage, geolocation, and mobile device properties.

This is for a leading telecom player in India which understands that customizing offering is very important for its business to stay competitive. This telecom company is seeking to leverage behavioral data from more than 60% of the 50 million mobile devices active daily in India to help better understand and interact with their customers. Doing so will help in data-driven marketing efforts which are relevant to its users and catered to their preferences.

Data Description

The data is collected from mobile apps that use the Telecom services. Full recognition and consent from individual user of those apps have been obtained, and appropriate anonymization has been performed to protect privacy.

Below is the high level Data Schema

Devices and their respective user Gender, Age and Age Group Device IDs, Brand and Phone Brand Model When a user uses mobile on the Telecom network, the event gets logged. Each event has an Event ID, Location (lat/long), and the event corresponds to frequency of mobile usage. Timestamp: when the user is using the mobile

Data Profiling, Standardization and Cleansing was done to remove bad data, update missing values, correct data errors and drop columns that are not useful for Data Analysis.

Analysis was done for Indian states of Tamil Nadu, Manipur, Chandigarh, Tripura, Uttar Pradesh & Arunachal Pradesh.

Exploratory Data Analysis was done using various packages on Python like Numpy, Pandas, Matplotlib, Seaborn.

Insights from Analysis

Tamil Nadu and Uttar Pradesh have 60% and 38% Mobile users respectively

Distribution of Users across States

2. Xiaomi, Samsung, Huawei, Vivo, OPPO, Meizu, Coolpad, HTC, Lenovo, LeTV are the 10 most used phone brands

Xiaomi(26.7%) & Samsung(23.7%) are the market leaders with about 50% of market share among the 10 most used phones

Distribution of Mobile Users across Phone Brands

3. It has more Male users(62.65%) as compared to Female users(37.35%) in these 6 states

Distribution of Users across Gender

4. People in the range of 20 yrs to 26 yrs prefer this network the most compared to other age groups.

Most of the users(more than 80%) are of the age 20yrs to 40yrs for both genders

Distribution of Users across Age Segments

5. In almost all Age Segments (except 40–50 & 60–70) Xiaomi is the most preferred phone brand, closely followed by Samsung

Across all the top 10 phone brands most of the users are in the 20–40 Age Segment

Distribution of Phone Brands for each Age Segment

6. In Tamil Nadu & Uttar Pradesh, Xiaomi is the most preferred phone brand, followed by Samsung



In Arunachal Pradesh, Chandigarh, Manipur & Tripura, Samsung is the most preferred phone brand, followed by Xiaomi

Distribution of Phone Brands for each State

7. Both Genders prefer Xiaomi followed by Samsung

Distribution of Phone Brands for each Gender

8. Majority of users are Male in all states

Distribution of Gender for each State

9. Most of the Users are in the Age Segment 20–40 in all the states

Distribution of Age Segment for each State

10. Call Volume is Highest at night after 8:00 PM till 1:00 AM

Call Volume is the lowest in the early hours between 2:00 AM and 7:00 AM after which it again starts rising

Hourly distribution of Phone Calls

Actionable Insights