Microsoft Power BI – Indian Mobile User - Data Analytics & Visualization (IMU Telecom)
IMU Telecom is a ML web concept by which the concern delivers actionable, data-driven
insights by applying analytics and algorithms that have been in extensive usage.
IMU Telecom has a PAN India presence in the Indian Telecom market. For the purpose of this
assignment we have been shared the User Data from 6 States – Madhya Pradesh,
Chhattisgarh, J&K, Nagaland, Goa and Uttaranchal.
The key purpose of analytics and visualization is for users to have insights on the Data with the
observations to the Web UI Manager, who immediately undertakes the task of converting the
Data Science Team findings into a Microsoft Power BI Interactive Dashboard for client's ease
of analysis.
The realistic concept is to look for patterns emerging out of user's demographic characteristics
such as User’s Gender, Age Group, Mobile App and Service usage, Geolocation, Phone Brand
and Model.
Patterns emerging out of user behavior study would be summarized to IMU Telecom and can
be further used to model company's offerings.
Behavioral analysis and modeling for Interactive Dashboard:
This project with Power BI by Microsoft was a web solution for IMU Client to provide
insights into Indian Mobile users about their characteristics defined by utilization.
Project Objectives:
Understand user’s demographic characteristic based on:
Mobile usage
Geo location
Mobile device properties.
Understand and study the User Behavior Characteristics across 6 states Madhya
Pradesh, Chhattisgarh, J&K, Nagaland, Goa and Uttaranchal
To segregate the user behavior based on data provided on age group,
geography, mobile models used.
Drive inferences over various data patterns and co-relations among them with
help of Plots
Provide actionable insights for marketing and product teams at IMU Telecom
The Interactive Dashboard that combines information from various embedded data
sources with which we could make required decisions in terms of additional features, user
experience (UX) as well as user interface (UI), and general marketing efforts for effective.
Solution –Proposed to IMU Telecom:
1. User Base distributed across the 6 States of Interest
2. Popular Phone Brands in use by Users across All 6 States
3. Distribution of Phone Brands by Age Segment, State and Gender across the 6 States
4. Study the Hourly distribution of Phone Calls
Key Features utilized in MS Power BI:
Direct query - connect to data sources without importing and caching that data in the
data model.
Power Pivot, Power Queries & DAX functions
Custom visual development
Streaming datasets –programmatically stream data to a Power BI dashboard, so that
we can see data change in real time.
Python scripts, R
Application embedding – allows us to embed Power BI visuals, reports and
dashboards into a custom web application as part of the custom solution.
Conclusion as Actionable Insights:
Marketing and Product Related
Opportunity to Grow in 5 Other States other than MP exists for IMU Telecom with
increased Marketing Focus.
Female Gender can be a Growth Focus Area with some enhanced features around
Safety or Grocery Shopping or others.
Females tend to prefer some Chinese Phones like Oppo, Viva and others in certain
states.
Age Group of 21-39 seems to constitute the largest user base, however Opportunities
exist in Over 39 Age group too.
While Xiaomi is the most preferred model, in higher age brackets Samsung and Huawei
seem popular as well and should be pushed further.
IMU Telecom could explore forging partnerships with Mobile Phone Companies on
Price and explore pushing the phone as a Bundle with its offerings. This could be a win
win for All
It was strange to see Users Device Id almost never change w.r.t Long / Lat. We could
encourage Roaming with some encouraging Packages and Services
Operations Related:
As the user base increases, Cloud based Elastic Model would be preferred to manage
Load across Peak Periods around mid-day and evenings.
Nighttime being low usage period should be used for Maintenance related activities.
