Chapter 4Analytics
The Engine of Information Monetization
Mobilink is Pakistan’s leading provider of voice and data services, based in Islamabad, with thirty-eight million subscribers communicating over nine thousand cell sites and 6,500 kilometers of fiber optic backbone. But as with most telecommunication providers, and many other kinds of businesses, its leadership is as concerned about customer churn as it is about gaining new customers. Faced with fierce competition in an exploding market, it was compelled to generate improved economic value from the data on its millions of subscribers and two hundred thousand retailers across ten thousand cities, towns, and villages. More specifically, how could it answer the age-old but increasingly important ...
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