WaveLength Proves Value of Network Data Analysis to Service Provider Marketing Decisions




Our “proof of concept” analyses showcased network traffic data’s value to marketing teams. The concept was tested with a dozen Tier 1 service providers during sales trials, featuring a dynamic P2P indexing methodology. A “test service provider” found data so useful that it placed service switch in-line in its network, which required redundancy and doubled number of switches. They also accelerated deployment allowing Ellacoya to realize revenues more quickly. Wavelength’s proof of concept was key to doubled equipment sales within one year.

Problem: Validate Data’s Value to Accelerate Equipment Sales Process

Some European broadband providers moved to tiered services plans, Ellacoya was about to launch a new platform, and they wanted know if its traffic data could help develop tiered service plans and other marketing uses.   The first “test” service provider gave permission to compare traffic data from two different, large cities.

Key Info that Could Change Business: Can Service Provider Marketing Use Traffic Data?

  • Traffic looks the same for two cities, so are subscribers all the same, too?
  • Do they use the Internet just as much in each city?
  • Do they use the same application mix?
  • Are they about the same in usage of the service provider’s portal?

Data Sources: Traffic Data for 4-Week Period for Two Cities

  • Big data sets delivered as individual daily totals for 300,000 subscribers
  • Data sets in 4 hour increments for 7-day period to understand usage by time of day

High-Value Information: Variables that Describe Application Usage

Traffic data’s useful variables include a time and date stamp, application codes that represent Internet applications or protocols, as well as traffic in and traffic out in actual number of bytes. Data was extensively transformed into a per subscriber view with hundreds of new application usage variables by time of day.

Results: Data’s Value to Marketing Led to Faster Equipment Sales

Not all apps are the same, so creating the right descriptive measures required technology and Internet domain expertise. For example, streaming is skinny traffic, so number of bytes of streaming traffic alone is not going to adequately tell the story. Instead, a user’s daily usage of streaming and how it changes is probably a better indicator of its position in the market. Since penetration of Voice over IP (VOIP) into the user base is most relevant, it is best described simply as whether or not there’s outgoing VOIP traffic. Peer-to-peer (P2P) applications have their own complexities, so it required many different ways of describing it. After all, modest or occasional P2P usage does not impede network performance, as constantly using P2P might. An index was created that measured relative usage and concentration levels.

The test service provider wanted to know about the 2 test cities and about branded portal usage that required significant investment in partnerships to provide. They wanted to know portal penetration and degree of usage by city. A key finding was one city over the second had significantly higher penetration, as well as significantly more usage. The 2 cities also had very different application mixes because P2P traffic was much higher in one city. As a result of better knowing subscribers and realizing the traffic data’s value, the test service provider placed the platform in line in their network, which doubled sales.

With WaveLength’s in-depth knowledge of the broadband market and its expertise in data analytics, WaveLength was the right partner to assist Ellacoya in a successful bid to become a market leader in broadband optimization platforms and become first to demonstrate that service providers could use network traffic data for marketing.