In 2013, Telecoms and Media research firm Informa Telecoms & Media predicted that in the next five years, big data will replace traffic as the future trend for operators. The cost of big data operations averages 10% of an operator's total IT budget and will rise to around 23% in the next five years. Become a strategic advantage for operators.
In the five years from 2013 to 2018, the leaders in the field of operators have started big data practice. Under the competitive pressure of Internet enterprises, big data in China's telecom industry has developed more rapidly and changed more thoroughly in the past five years. At present, domestic operators mainly use big data in five aspects: (1) network management and optimization; (2) Market and precision marketing; (3) Customer relationship management; (4) Enterprise operation management; (5) Data commercialization.
When big data enters the network of operators, market, customer relationship, enterprise management, business innovation and other fields, data collection, processing, analysis is no longer the bottleneck, operators really expect and need to move from data-based recommendation to intelligence-based expert assisted decision-making. Operators' big data platforms not only provide data analysis, but also provide decision support for operators' managers, evolving from data recommendation engines in the past to decision-assisting expert systems.
Under the support of Alibaba, Whale Technology combined with years of operator operation support experience, recently launched intelligent decision solutions. Based on the real-time decision intelligent recommendation engine provided by the big data platform of Whale Science and Technology, this scheme provides real-time personalized real-time recommendation and decision assistance for each user according to the characteristics of commodities, users and user behaviors. In 2018, intelligent decision solutions were deeply applied in the systems of several domestic operators and companies in several provinces, becoming a sharp tool to assist decision making. When the manager needs to make a decision, it provides the fastest, most timely and most matched decision suggestions to assist the manager to make the right choice. At present, it undertakes operation analysis projects in Guangdong, Shaanxi, Hunan and other places, and has become an important auxiliary tool for operators' management departments. It supports the internal and external data analysis needs of operators with high efficiency, high quality, agility and safety, and realizes the demands of the industry for intelligent operation. At the same time in marketing analysis, marketing decision, channel business support and other aspects, intelligent decision products are also playing a role.
Figure 1 Intelligent decision engine
Intelligent decision solution adopts industry-leading marketing algorithm framework, offline data mining, near-line simulation evaluation, online optimal testing.
Strong modeling: Relying on the machine learning platform developed by Whale Technology, it provides automated modeling, Python multi-operator integration, process monitoring, and engineering production capacity to help enterprises quickly precipitation user characteristics, scene characteristics, equity characteristics, creative characteristics and channel characteristics.
Multi-algorithm: It integrates the industry-leading marketing recommendation engine ARE with rich marketing algorithms and experience, including User, ITEM, recall, sorting, scoring, etc., and enables customers to make real-time decisions based on streaming technology. Comprehensive evaluation was carried out through Multiple treatment algorithms to support revenue simulation calculation and release strategy formulation, real-time marketing data monitoring and dynamic regulation of marketing execution, so as to achieve optimal cost and traffic control. Change the past too much rely on human experience, leadership decision-making situation.
Specialized industry: Combined with the operation of commercial industry data and years of service experience, whale Technology provides AI algorithm with industry characteristics of the rule configuration. The intelligent decision solution can flexibly adjust the traffic allocation according to the contact data feedbacks from users in real time, so as to realize the decision assistance that is close to reality and takes into account the long term. The decision maker can manually intervene the decision result in real time according to the demand. It can also intervene in decision making based on algorithm, control management cost and arrange budget reasonably.
Easy to use: It provides a variety of wisdom injection methods, such as ordering management, service invocation, interface integration, etc., to inject policy suggestions into the production execution system and improve the ability of intelligent management. And the built-in common algorithm, based on the characteristics of the customer's business, algorithm experts can provide a small number of customized policy services to achieve continuous optimization of the recommendation effect.
