Campaign Management: Instead of a crystal ball, operators need actionable intelligence to create and execute effective, properly targeted adverting campaigns. BI provides this data, and can guide efforts such as pilot studies that test price sensitivity for specific services in specific markets. BI also can correlate events with actions, such as the revenue impact of messaging campaigns related to a customer account threshold. Ultimately BI can deliver event prediction so that operators can know the impact of potential business decisions before they are implemented. This offers tremendous value and competitive advantage. For example, sometimes it makes sense to compete with a rival over a specific price point or service package, but sometimes keeping up with a prevailing trend doesn't make business sense. Knowing the answer ahead of time is the kind of intelligence BI provides. 

Web Insights: Website behavior analysis uncovers a treasure trove of user information, including time spent on specific offers, content effectiveness, navigation patterns, e-mail marketing performance, and customer satisfaction. A BI solution that incorporates web analytics can uncover many areas of opportunity for a CSP, as well as guide the design of web-based assets. Further, by incorporating geocoding from IP addresses, location specific patterns can be revealed. Perhaps a competitor is experience network issues in a particular area, driving customers in that region to the web in search for an alternative. Exposing these geographic clusters of opportunity is very valuable. 

Network Optimization: Not all network nodes were created equal. Well, maybe they are when they leave the Ericsson factory, but the fact is the some nodes carry traffic for the high-value customers, while others shuttle traffic from roaming partners or wholesale customers. BI helps MNOs deploy capacity and coverage in the locations that have the greatest financial impact, and can correlate network resources with marketing incentives. This has an impact on CEM, and enables the MNO to pair network planning efforts with predicted subscriber growth. 

BI in action