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Enabling a digital lifestyle using data analytics and machine learning

Globe Telecom
is the leading full service telecommunications company in the Philippines,
serving the needs of consumers and businesses across an entire suite of
products and services including mobile, fixed, broadband, data connections,
internet and managed services.

for more than 50% of the Philippines’ mobile revenues, Globe Telecom leads the
mobile market, while also generating one-third of the country’s fixed broadband
revenues and enterprise data connections.

To enhance customer experience for its 60 million customers,
Globe Telecom looked into the use of machine learning to deliver real-time
targeted marketing and optimised products and services, while maintaining
compliance with the latest industry data regulations in the country.

Data explosion as both opportunity and

Mr Gil Genio, Chief Technology and Information Officer and Chief Strategy Officer of Globe Telecom Credit: Cloudera (

to Chief Technology and Information Officer and Chief Strategy Officer of Globe
Telecom Mr Gil Genio, the company strives to enable its customers to live a
digital lifestyle that is supported by its robust and pervasive mobile network.

the increasing number of Internet of Things (IoT) devices, Globe Telecom’s
mobile data volumes grew by 66% in 2017, reaching 600 petabytes (PB). The increased
volume of data generated by IoT devices is valuable resources for the company
to gain real-time insights of consumer behaviour and preference.

consumer spending on mobile services was not increasing at the same rate. As
such, Globe Telecom must seek new ways to optimise its investments, bundle product
offerings, and deliver contextual advertisements that elicit the most response
from its customers.  

“To sustain our growth, we are always looking for ways to
improve customer experiences across our channels and touchpoints. Our ability
to strategically manage and monetise information about our customers will
enable us to deliver value-added products and further differentiate ourselves
in today’s competitive business landscape,” said Mr Genio.

challenge that Globe Telecom faced was its traditional data warehousing
infrastructure which was expensive and unable to accommodate the speed or scale
of Globe Telecom’s data.

The value of a modern data management

Credit: Cloudera (

the above-mentioned problem statements in mind, Globe Telecom started to search
for a new data management infrastructure that not only helps to manage the data
but also keep it secure, tracked and reportable for regulatory and privacy
compliance. They soon found the solution through Cloudera.

is uniquely positioned to help us manage our data so we can get into the real
core of our purpose, which is to more effectively market, to more effectively
change the custom experience of a customer, and at the end of the day to make
their mobile lifestyles even more effective,” said Mr Genio.

the help of Cloudera, Globe Telecom revamped its data management infrastructure
to meet its needs and tap on new business potentials. Understanding that service
providers are among the biggest aggregators of data under evolving market,
technology, and regulatory conditions, Cloudera
allows telecoms to securely sync user, network, device,
business, and social data to drive customer intimacy and accelerate innovation.

at the core of Globe Telecom’s data management
architecture, the increasing volumes of real-time, granular network signal
information and data from batch loads are ingested into a centralised data hub
and made available to all employees across the organisation with full fidelity
and security. Different functions across the company, including marketing, credit,
and finance, also benefited from direct access to the platform. Cloudera’s
platform is also able to allow telecommunications companies to scale to today’s
and future data volumes and delivers machine learning and advanced analytics
techniques to become data and insight driven.

 “Two years ago, we were probably a bit behind
mobile companies around the world,” said Mr Genio. “But today, we're trying to solve
those challenges simultaneously with many other companies around the world… We
can manage, interpret, and, at the end of the day, democratise all of that
information that's all visible to us.”

analytics, Globe Telecom is now able to perform customer segmentation that
would have been previously impossible, resulting in a better mobile experience
and more effective ads.

future-proofing its analytical environment, Globe Telecom is maintaining a
competitive edge in a fast-moving, global industry. 

information from customer
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