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By Tom McLean, Senior Consultant
Service Provider Practice, Advocate Networks, LLC
Product management professionals in the telecommunications industry can appreciate the complexity of developing, managing and evolving products to meet sophisticated, ever-changing subscriber needs and expectations. The critical question: is your company digging deep enough into the data via subscriber analytics to make sound business decisions?
In today’s challenging economy, businesses are cutting back on internal resources that support product lifecycle management. This scaling back of resources leaves the product manager with business management tools that function well for most aspects of day-to-day business management. Unfortunately, these tools have limited value when it comes to answering critical product performance and design questions. To be fully effective, product managers need to look beyond the “average user profile” presented by most corporate reporting tools and delve deeper into the full range of subscriber behavior. At Advocate Networks, we call this Subscriber-Level Analytics. Simply said, Subscriber-Level Analytics empower product managers to make decisions and implement changes necessary to develop and maintain successful products.
The value of inputs obtained from Business As Usual (BAU) reporting simply does not empower effective decision making. We are often confronted with concerns that the data required for Subscriber-Level Analytics is not available and, even if it is, resources are not available to analyze the data. In reality, this data is typically available and can be built into download routines that run automatically, with little human intervention. Obtaining this data on a regular basis allows for rapid generation of critical inputs for key business decisions. Advocate Networks has considerable experience working with Subscriber-Level Analytics, supporting a wide variety of voice and data products. This translates into helping product managers effectively support products throughout their lifecycles. As a value-add partner, Advocate Networks functions as a flexible workforce to answer questions quickly, efficiently and cost effectively.