A Visual Analytics System for Mobile Telecommunication Marketing Analysis

Abstract

The Mobile Operators European market is likely one of the most competitive arenas, and even big telecommunication companies are continuously tuning their marketing strategies to contrast the aggressive campaigns of old and new competitors. This paper presents a visual analytics solution developed for supporting one of the decision making processes of TIM (Telecom Italia Group), the biggest Italian provider of telecommunications services with over 30M active mobile subscribers (at September 2014). The proposed system uses information coming from both public open data and internal TIM data, mapping them on the Italian hierarchy of 20 regions and 110 provinces. The system has been designed together with TIM analysts and allows for selecting an optimal set of provinces on which to focus marketing campaigns, according to the campaign goals, the available market, the local economy, the actual traffic, and the actual TIM penetration.