When managing video service delivery, mere data isn’t enough to reach higher operational efficiency, the right service quality level and achieve better customer understanding. You need actionable insights and now’s the time to act, says Mikael Dahlgren
Today’s sophisticated video delivery and service monitoring solutions, especially those covering customer viewing devices – be it traditional TV sets or mobile devices – generate vast amounts of data. Millions of devices are continuously and concurrently reporting a massive set of parameters 24/7.
Whilst difficult to make sense of, this data can create a lot of valuable insights for TV operators. These insights can become the cornerstone for developing an attractive and growing service, whilst also providing significant bottom-line savings. To achieve this, however, you need to be able to extract the actionable insights of weight by discovering and understanding patterns that often come in the shape of complex, non-obvious relations within the wealth of data and not get stuck in the sheer mass of it.
Two main approaches are available: the generalised analytics project approach, which is flexible but lengthy; and, the mission-focused analytics approach, where domain-specific understanding is incorporated within ready-made applications that can deliver almost instant value in select areas.
In the ever-evolving and fast-moving video service market, time is scarce and speed is of the essence. With mission-focused analytics you can quickly and drastically reduce the size and complexity of the data to levels that make it possible to grasp, visualise and draw conclusions even on the non-obvious. This shortens time to insight and enables action.
For a mission-focused analytics solution to support the extraction of information in the shape of actionable insights, it must encapsulate sufficient domain understanding in processing and visualisation. This must be done without drowning the user in data or destroying relevant information or relations by over averaging. If properly executed, such a solution can provide deep insights in, for example, continuous service quality improvement processes and trend analyses, far quicker and more straightforwardly than if fully generic analytics approaches were applied.
Imagine, for instance, being able to easily detect and eliminate systematic issues arising from certain combinations of viewing device, software version, service type, infrastructure topology and overall system utilisation. Issues that might have been foiling operations and customer-care teams over a long period of time; and, without powerful analytics would have been timeconsuming to identify. In another example, product management and marketing teams could optimise channel packages based on objective insights in channel usage for specific groups of customers.
After a decade in this industry, we know that early and proactive elimination of problems combined with service optimisation are the best ways to make customers advocates of your service; and reduce costs. With mission-focused analytics approaches this can be made even easier.
At Agama Technologies, we specialise in empowering TV operators’ business processes by creating the actionable insights needed to reach higher operational efficiency, the right level of service quality and better customer understanding. This autumn we’re extending our solution with applications for missionfocused analytics including exploratory analysis of service quality and device behaviour, as well as of media consumption behaviour. Contact us today to learn how our expertise and solutions can add value and speed to your service management strategies.
