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Case Studies > Telefónica’s analytics projects get the fuel they need with synthetic data

Telefónica’s analytics projects get the fuel they need with synthetic data

Technology Category

Analytics & Modeling - Data-as-a-Service
Analytics & Modeling - Predictive Analytics
Application Infrastructure & Middleware - Data Exchange & Integration

Applicable Industries

Telecommunications

Applicable Functions

Business Operation
Sales & Marketing

Services

Data Science Services
System Integration

The Challenge

In the telecom industry, data is everything. To keep customers happy and onboard, companies need to stay on top of trends and determine the next best actions accurately. Analytics, just like AI, can only be as good as the data that is used for extracting insights. However, as much as 80-85% of customer data is locked away due to lack of customer consent, keeping a large portion of customer behavior in the dark. To complicate matters further, this consent can be withdrawn at any time, and systems need to be able to accommodate such changes. Consequently, analytics projects often fail to even take off for lack of compliance.

About The Customer

Telefónica is a leading telecommunications company that operates globally, providing a wide range of services including mobile and fixed-line telephony, broadband, and digital services. With a strong presence in Europe and Latin America, Telefónica serves millions of customers, making it one of the largest telecom operators in the world. The company is committed to innovation and digital transformation, leveraging advanced technologies to enhance customer experience and operational efficiency. Telefónica's extensive customer base and diverse service offerings necessitate robust data management and analytics capabilities to stay competitive and meet customer expectations.

The Solution

Customer data from Telefónica’s CRM Datamart is synthesized by MOSTLY AI synthetic data platform, the category-leading synthetic data platform to provide a statistically identical data alternative. The new, synthetic datasets contain none of the original data points, yet provide the same statistical patterns and correlations as the original. The synthetic data version is the only GDPR-compliant way to power analytics and AI projects. By using synthetic data, Telefónica can bypass the limitations imposed by customer consent and data privacy regulations, ensuring that their analytics projects can proceed without legal or ethical concerns. This approach not only enhances data accessibility but also maintains the integrity and reliability of the insights derived from the data.

Operational Impact

Thanks to the synthetic copy of the CRM database, Telefónica has been able to increase customer understanding through better analytics.
With several million records synthesized, customer behavior can be understood and predicted with unprecedented accuracy.
The company has been able to reduce churn and increase customer satisfaction.

Quantitative Benefit