Download - Big Data Drives Change
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© Neustar, Inc. 1
Gary Zimmerman
Senior Director, Neustar
Big Data Drives Change
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We’re All Connected
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» Services like Voice and Messaging now provided by Internet Companies
» CSPs must differentiate with Strengths• Trust• Quality of Service• Value
Over the Top’s Intrusion
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Market Dynamics – Empowering Customers & Enterprises
© Neustar, Inc. / Proprietary and Confidential4
Internet Companies Offer:+Personalized (services, ads)
+Global delivery
- Best effort experience
- Privacy (Trust)
Customers and Enterprises Want:
Anytime, anywhere, any device
Personalized (services, ads)
Best quality
Simplified trust
Communications Service
Providers Offer:
+High quality experience
+Trust
- Packaged service bundles
- Footprint driven
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Your Big DataAdvantage
High Volume
Structured
Organized
Personally Identifiable
Network
Device
Destination
Usage
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Information Advantage
Historical Usage Real Time Data Demographics Behavioral Based Data
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Focus on Unique
» Trusted» Anonymized» Privacy Protected» Unique » Valuable
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Data Brings Answers
Campaigns
Customer Service
Product Management
Retention
Network Experience
Marketing Experience
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Your Big Data in Action
9
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Strategic Techno-adoption GroupsGroup Index Chart
(G2) Affluent Big City
Couples
(G3) Mature Power
Couples
(G1) Affluent Tech
Families
(G7) Young Tech
Starters
(G4) Suburban
Family Followers
(G8) Mature Average
Tech
(G5) Mid Tech
Strivers
(G9) Young
Smartphone Singles
(G6) Accomplished Low
Tech
(G10) Low Tech
Seniors
(G11) Mature Tech
Rejectors
Opportunity
Innovate
Core Strength
US HH Penetration
Penetration of HHs in the Top 3 LTV Deciles
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What About Streaming Video Content?
Who: Describe Streaming Video Households using demographics, attitudes and behaviors
Where: Find areas with high/low concentrations of streaming video households
Impacting: Product, Marketing, Network Resources
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Streaming Video GroupsUS HHs HHs Watch Streaming Video Demographics
Group Count Percent Count Percent Penetration Index Average Income
Average Age Children Home
Owners Urbanicity
G9 4,831,573 4.06% 1,744,865 8.73% 36.11% 215 $88,553 39.7 11% 24% 1.8
G4 7,592,354 6.38% 2,217,172 11.10% 29.20% 174 $70,593 34.6 30% 72% 3.3
G2 7,526,397 6.32% 1,910,943 9.57% 25.39% 151 $59,252 40.3 53% 44% 2.8
G1 7,984,432 6.71% 1,995,287 9.99% 24.99% 149 $149,344 44.3 69% 94% 2.9
G5 7,699,172 6.47% 1,889,136 9.46% 24.54% 146 $81,250 36.0 63% 85% 3.0
G7 4,632,180 3.89% 1,034,524 5.18% 22.33% 133 $72,041 35.9 55% 75% 3.3
G3 10,076,076 8.46% 1,941,321 9.72% 19.27% 115 $167,041 53.4 19% 91% 3.1
G8 12,163,682 10.21% 2,000,912 10.02% 16.45% 98 $63,009 46.4 48% 63% 3.4
G6 15,460,806 12.98% 2,047,529 10.25% 13.24% 79 $28,029 43.5 40% 20% 3.5
Everyone Else 41,115,537 34.53% 3,195,595 16.00% 7.77% 46 $64,114 66.3 8% 82% 3.7
Total 119,082,209 100.00% 19,977,284 100.00% 16.78% 100 $69,687 51.2 30% 65% 3.4
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What StatesDarker states have more HHs likely to watch streaming video
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Where Around LADarker areas have more HHs likely to watch streaming video
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Top LA ZIP CodesZIP Code City HHs Penetration Index
90014 Los Angeles 1,139 29.15% 174
90036 Los Angeles 5,470 29.10% 173
90028 Los Angeles 4,581 28.61% 171
90013 Los Angeles 1,519 27.97% 167
90027 Los Angeles 5,984 26.87% 160
90814 Long Beach 2,303 26.52% 158
90010 Los Angeles 809 26.53% 158
90020 Los Angeles 4,668 26.52% 158
91371 Woodland Hills 176 26.35% 157
90012 Los Angeles 3,035 26.13% 156
90401 Santa Monica 1,093 25.77% 154
90094 Los Angeles 782 25.61% 153
90048 Los Angeles 3,140 25.67% 153
90034 Los Angeles 6,793 25.61% 153
90802 Long Beach 5,630 25.65% 153
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» Visit entertainment news websites
» Far above average internet use
» Visit Turner Digital
» Bought DVD at Target
» Use cell phone for games
» Watch Chelsea Lately on E!
» Enjoy eating foreign foods
» Read Cosmopolitan
Behaviors» Younger, Households age under 44
» Hispanics more likely than others
» Live in more urban areas
» Higher Household income
» Liberal political outlook
» Expect to change jobs in next 12 months
» Want to get to very top of their career
Demographics/Attitudes
Who is streaming video content
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Three thoughts to conclude» Take Advantage of Your Strengths
» Counter Your Weakness
» Drive 3% Financial Improvement
“The uncreative mind can spot wrong answers, but it takes a very creative
mind to spot wrong questions.” - Antony Jay
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Thank you…
Your customers matterNeustar delivers the critical insight you need to promote and grow your business, protect your online presence, and perform in an effective and profitable way
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