Geo-Analytics Driven Agile Transformation in Telecom Retail Using H3 Hexagon-based Heatmaps
- Customer
- Tele2/Altel
- Project manager on the customer side
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- Year of project completion
- 2023
- Project timeline
- July, 2021 - March, 2022
- Project scope
- 4320 man-hours
- Goals
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Business Challenges and Pain Points
• High CAPEX for new retail shops without data-backed justification
• Missed opportunities due to lack of real-time analysis
• Static business models that are unable to adapt to rapidly changing consumer
behavior
• Environmental impact of poorly optimized physical infrastructure
• Traditional methods were slow in determining optimal store locations
• High costs associated with relocating or establishing new stores
• Ensuring minimal service disruption during store transitions
- Project Results
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Tangible Measurements
• ROI: 7% increase due to optimized store locations.
• Revenue Increase: 5% revenue increase per product per year.
• Net Promoter Score (NPS): increased by at least 8%.
The uniqueness of the project
Innovative Approaches:
• Geo-analytics to determine the home location of a subscriber using a probabilistic distribution over base stations.• H3 Hexagon-based Heatmaps provide a visual representation of subscriber density.
- Used software
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Design Principles:
• User-Centric: All designs should focus on ease-of-use and accessibility for both our internal teams and end-users.
• Scalability: The system should be able to handle increasing amounts of data as our subscriber base grows.
• Interoperability: Easy integration with existing systems for data sharing.
• Sustainability: Consider environmental impacts in all design elements.
- Difficulty of implementation
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Geospatial Data: Location coordinates of subscribers and base stations.Subscriber Data: Usage patterns, peak activity times, and service type used.Sales Data: From existing and closed stores for performance metrics.Competitor Store Locations: To identify areas of opportunity or potential oversaturation.
- Project Description
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• Dashboard: A dashboard displaying heatmaps and key metrics.
• Interactive Maps: H3 hexagon layered maps that can be filtered based on different metrics.
• User Access Controls: Different access levels for different teams, ensuring data integrity and security.
- Project geography
- Whole country (Kazakhstan)