Data Insights for Business Decisions: A Telecom Industry Analysis

This report provides a comprehensive analysis of the role of data and information within the telecommunications industry, with a specific focus on Virgin Media. It explores the critical importance of data-driven decision-making, highlighting how companies leverage data to gain insights and improve operations. The report delves into the types of data used, including third-party data, and examines how data is utilized across various functions, such as fraud detection, predictive analytics, and customer experience enhancement. It also discusses data capture and storage methods, emphasizing the shift towards cloud-based solutions. Furthermore, the report details how telecom companies employ data analytics for strategic business decisions, including customer behavior analysis and resource allocation. The conjunction of Management Information Systems (MIS) and Marketing Research (MR) to provide deeper insights is also discussed. The report concludes by summarizing the key findings and the significance of data in the telecom sector, supported by several academic references.

DATA INSIGHT FOR
BUSINESS DECISIONS

TABLE OF CONTENTS
 INTRODUCTION
 1. Role of data and information in the telecommunication
industry
 2. Type of data used by Virgin Media
 3. Ways in which data is used in various operations in
telecom companies
 4.Ways in which data is captured and stored in telecom
companies
 5. Ways in which telecom companies use data for making
business-decisions
 6. Conjunction for MIS and MR for increasing insights
 CONCLUSION
 REFERENCES

INTRODUCTION
 Data plays the most important role in the business organisations as these
data can be used in making various important decisions.
 This was also observed that the business organisations which usually take
the data-driven decisions are mostly at the top of the businesses whose
decisions are taken by instinct.
 Virgin Media deals in providing television, telephone and the internet
services in UK (Virgin Media, 2021).
 The telecommunications industry mostly contributes 4-5% of the GDP and
plays the major role in the social and economic well-being of the country.

1. ROLE OF DATA AND INFORMATION IN
THE TELECOMMUNICATION INDUSTRY
 The major role of data analytics in the telecommunication industry is
providing the companies with the affordable and easiest ways for
uncovering the insights from their overall data.
 When the data is collected through various sources then the company can
take the advantage of the suggestions from the teams and can select the best
solution which can be used in any challenge.
 In this way, the talents of all the employees from all the departments can be
used for addressing various different issues which can also help in finding
more innovative ways and new workflows.

2. TYPE OF DATA USED BY VIRGIN MEDIA
 Virgin Media mostly uses third party data which is basically the data that
the company buy from the outside sources which are also not the original
collectors of the data.
 The data owners and the publishers for the first party data are paid by the
aggregators. The services provided by Virgin Media helps the consumers in
connecting to the third party access point or the Virgin media WiFi.
 The company also shares the third party information about the service use
which does not leak the personal data but those third parties can use this for
advertising purpose.

3. WAYS IN WHICH DATA IS USED IN
VARIOUS OPERATIONS IN TELECOM
COMPANIES
 There are various ways in which the telecomm industry use the data or
sometimes referred as Big Data.
 The companies like Virgin Media in the telecomm industry in UK make use
of the fraud detection systems which is based on the data mining algorithms
for tagging the fraudulent customers and the behaviour which is suspicious.
 Furthermore, the companies also use predictive analytics which helps in
forecasting traffic partners and peaking the period routing and also it helps
in ensuring the smooth running of the network related operations.
 The use of data by the telecom companies also helps in enhancing the
customer experience as the marketing department of the companies make
use of unsupervised and clustering machine learning for segmenting the
audience and also targeting the individual customers.
 The data also helps in reducing the churn by greater percentage as the
library is developed and the mechanism is set up to launch and measure the
campaigns.

4.WAYS IN WHICH DATA IS
CAPTURED AND STORED IN
TELECOM COMPANIES
 Data is stored in databases in various telecom companies as it generally
looks like collection of files but in order to store the data in the database,
software programs must access it.
 Data is basically the raw facts or can be considered as the material to obtain
the information.
 The business organisations in telecom industry gathers the data from
multiple sources and the information which is gained is increasing day by
day whose major reason behind this is the mobile devices and the IoT.
 Majority of the telecom companies also prefer storing the data in the cloud
in order to save the investments which are done on the hardware devices.
 Virgin media also sometimes prefer the storing of data on the social media
where they also share some cookies.

5. WAYS IN WHICH TELECOM
COMPANIES USE DATA FOR
MAKING BUSINESS-DECISIONS
 Companies in telecom industry make use of extensive data analytics in
order to make various significant decisions so that the business resources
can be used effectively and efficiently.
 The data helps in making decisions regarding the analysis of customer
behaviour in predicting the customer churn and apprising the decision
makers so that they can take suitable action.
 Data analytics also helps in ensuring that the customers are able to use the
services or not. They then take the decision of allocating the resources
accordingly so that there is no wastage of resources.
 Analytical tools which leverage the data which is collected through daily
transactions helps in making both the short term optimization decisions and
long term strategic decisions.

6. CONJUNCTION FOR MIS AND MR
FOR INCREASING INSIGHTS
 When these are used in conjunction, then the present problems as well as
future problems can be solved. More than 1 marketing problem can be
solved at a specific time when MIS and MR both are used together.
 MR helps in obtaining only the marketing report but when in conjunction
with MIS, the telecom companies can get various reports like plan-reports,
triggered-reports, demand reports etc.
 MR is not solely based on the computing technologies but the conjunction
of MIS and MR can help in making use of computing technologies for
marketing processes.

CONCLUSION
 The above report focussed on the role of data and information in the
telecom companies and the ways in which they use it.
 It mainly shed light on the Virgin Media company which is headquartered in
England, UK and provides products and services like broadband internet,
digital television, mobile telephony and fixed-line telephone.
 It also focussed on the ways in which telecom companies capture and store
data and use the same in making various decisions. Lastly, it highlighted the
ways in which MIS and MR are used in conjunction for increasing the
insight.

REFERENCES
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 Zahid, H. and et.al., 2019. Big data analytics in telecommunications: literature review and
architecture recommendations. IEEE/CAA Journal of Automatica Sinica. 7(1). pp.18-38.
 Virgin Media, 2021. [ONLINE]. Available through :< https://www.virginmedia.com/>