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one of the largest communications

providers in the world fortune 15 giant

Verizon has built their business

capitalizing on data and analytics

replacing gut decisions with data-driven

science based decision making we deliver

the digital promise to our customers

they make their innovative lifestyle

possible we do all of that by offering

the most reliable network and in the

latest technology but teradata is our

backbone to our data warehouse and ever

since the formation of Verizon in year

two thousand we've started this

partnership with terror data and our

entire enterprise data warehouse runs on

teradata and every day it is supporting

us with decision making reporting to the

CMO and CFO organizations the business

intelligence team supports sales

marketing and finance naturally my team

is roughly fifty percent marketing

thirty percent finance and twenty

percent IP so we live in the world of

all three together why so is that we

need the marketing vision and the cells

rigor to produce the most relevant offer

to our customers and then at the same

time we need to have the finance rigor

to ensure that whatever we offer to the


customer is also profitable to the

business so that we're responsible to

our shareholders serving IT the vit min

sures that business gets the most

actionable products and services rather

than technology-focused solutions

assuring the best performance for all

three organizations our mission is to be

the honest voice and the independent

third party opinion

on the success or opportunities for

improvement to the business so my unit

is viewed as the golden source of

information and we come across with the

honest voice a lot of the business

decisions right are through various

rounds of course correction the team

relies on the 7ps of marketing people

product place process pricing promo and

physical evidence executed correctly to

penetrate the market the modern-day

marketing theory involves 7-piece starts

with people you have to understand your

customers understand their needs hence

create the product then you move on to

where they shop which is the place then

you move on to the process to get to the

places then you work on the pricing and

the promo to get their attention then


lastly you got to focus on physical

evidence which is business intelligence

you have to convince the business you

are penetrating the market in the way

you saw that you are and you are optimal

in the offers you made with teradata

unified data architecture verizon uses

analytics in three ways to innovate and

disrupt in the competitive telco market

one identify new opportunities for

revenue to within the core business of

mobile and three business planning in

supply chain staffing and the 7ps of

marketing for revenue advanced analytics

give critical insights to the Internet

of Things which in turn generate

opportunities for top-line growth for

business planning customer behavior

analytics allow finance to better

predict earnings in a fast-changing

market aster and or predictive modeling

becoming very important here so we we do

follow the customers journey and we

track the people that were on two-year

contracts how quickly do they charm or

how slowly do they turn and then usually

the pattern would be very very low and

spike near the 24 month mark but you can

clearly see they churn a little bit more

every month
but then I spike at the tail end isn't

as obvious as before but overall over

the course of two years they're still

similar so that kind of ease some of our

concerns hence we will be able to advise

our business planning group so from the

new in source of customers you need to

model their churn or upgrade in this new

pattern whereas the declining base you

need to continue to model them off the

older pattern and that way you will have

a much better prediction into our

quarterly earnings quarterly churn

predictions are within one to two

percent with laser accurate data and

analytics remember Verizon revenue for

one year is 131 billion dollars

executing at this level takes a

specialized team in the advanced

analytics world I'm primarily looking

for a combination of talent skills and

one of them is the certainly the

statistical and mathematical modeling

skills and equally important is the

sequel scale to get the data to be put

into this statistical model but the

other two are equally important if not

more important that is one communication

skills now the fourth component is what


I call business acumen that is

absolutely important depending on the

project that you're working on you

absolutely need to include that part of

the business to your team so that you

are adjusting their problems not on our

problems so i'm looking for all four and

it

nearly impossible to find the people

that have all form so what I strive for

is that together we have a virtual

unicorn together this team continues to

anticipate disruptions in the

marketplace to turn them into

competitive advantage I think teradata

has always been a part of our

architectural design and we continue to

seek the best solutions to achieve our

business objectives and we bring in new

software that makes sense we bring new

combination of hardware that will yield

the best performance whether it's from a

storage site or from the wrong time

perspective I think teradata has

absolutely been a partner of ours in

optimizing our solutions to our problems

Verizon using advanced analytics to

deliver on their digital promise to help

customers innovate their lifestyle

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