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John Myers

Hey all-

Welcome to my blog. The fine folks at the BeyeNETWORK™ have provided me with this forum to offer opinion and insight into the worlds of telcommunications (telecom) and business activity monitoring (BAM). But as with any blog, I am sure that we (yes we... since blogging is a "team sport"...) will explore other tangents that intersect the concepts of telecom and BAM.

In this world of "Crossfire" intellectual engagement (i.e. I yell louder therefore I win the argument), I will try to offer my opinion in a constructive manner. If I truly dislike a concept, I will do my best to offer an alternative as opposed to simply attempting to prove my point by disproving someone else's. I ask that people who post to this blog follow in my lead.

Let the games begin....

About the author >

John Myers, a senior analyst in the business intelligence (BI) practice at  Enterprise Management Associates (EMA). In this role, John delivers comprehensive coverage of the business intelligence and data warehouse industry with a focus on database management, data integration, data visualization, and process management solutions. Prior to joining EMA, John spent over ten years working with business analytics implementations associated with the telecommunications industry.

John may be contacted by email at JMyers@enterprisemanagement.com.

Editor's note: More telecom articles, resources, news and events are available in the BeyeNETWORK's Telecom Channel. Be sure to visit today!

In the world of telecommunications, location based services (LBS) are going to be the next level of products/services that provide value to consumers and those interested in targeting those consumers.  This trend is starting to take hold as LBS attributes / applications are starting to go “mainstream” via Twitter, Facebook and others.

However with the LBS applications, geocode data is attached to the event records associated with those services.  If there is something that might be more difficult to “read” than trunk group information, it is probably geocode data.  The following is an example:

GeocodeData

For the initiated, it is probably clear that these events come from Columbia.  However for most management teams or marketing decision makers, seeing the patterns associated with that data set is probably impossible.  NOTE – I think I found errors in that dataset since I doubt any part of Columbia was located at 74 degrees “EAST” (-74.2343) rather than 74 degrees “WEST”….

“If you don't know where you are going, you might wind up someplace else.”

Ahhh the immortal words of Yogi Berra…. If you don’t know where you are and/or are going, you could end up somewhere else.  For telecom SpatialKeyLogogeocoding information, you need to present the geospatial information in a format that the business stakeholders can understand and interpret.

At the recent TDWI conference in San Diego, I was impressed with the capabilities of the software as a service (SaaS) “location intelligence” provider SpatialKey.

Their presentation layer was clean and visually appealing.  But the aspect that I enjoyed over most was the SaaS model that allowed for this relatively complex geocoding presentation layer to implemented without the need to deploy internal servers.

Telecom Applications

Clearly being able to either monitor the “status” of LBS services or the location of customers using the LBS services is an application that telecom business intelligence organizations would find with SaaS geo data visualization.  The next level of analysis/information value is communicating to external stakeholders who may be:

  • Purchasing targeted adverts
  • Monitoring effectiveness of their campaigns

Conclusions

With the issues associated with IT Departments in telecoms, I see a growing need to move toward a ‘value based’ approach rather than an infrastructure approach for systems delivery.  And with LBS being the next step in applications, telecoms BI teams would be well served to look at SaaS implementations like SpatialKey for their initial projects and possibly long-term internal or SaaS systems.


Posted August 20, 2010 1:26 PM
Permalink | 1 Comment |

1 Comment

I agree - this type of data can be very daunting to the uninitiated. Also, as you note, errors can creep in that take you off in wrong directions. Businesses need to be ever vigilant about data quality -especially when the data is used to drive key decisions. Also, there are some excellent tools out there (thanks for the tip to check out Spatial Key - I've seen some of the stuff from Pitney Bowes Business Insight)that provide mapping based on geodata - way easier to work/understand than the data in the form you present above.

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