Last week we hosted a webinar with Sprint about the company’s data modernization journey. The presentation centered around the company’s business drivers, key success factors, and challenges faced along its journey.
A few weeks back I wrote about how the increase in data is driving us towards a data tipping point. This explosion of data was something that Sprint focused on as well:
“We were experiencing a paradigm shift in how the data landscape was evolving and our focus was on how we can harness the wealth of data to better serve our customers and improve our business operations.” –Mark McKinney, Director of Enterprise Data Analytics
Not only is there a significant growth in data originating from all directions, this data is being requested even more by users. There has been a huge shift in how customers are using their mobile phones. In today’s world, mobile devices are used more like laptops, with data being used much more than voice.
The top priority for Sprint was increased insight into their customers. This involves obtaining a 360-degree view of the customer, to be able to know their usage patterns, behaviors, and preferences in greater detail. This increased understanding allows for more marketing opportunities on a 1-to-1 basis. This helps the company serve its customers better and reduce churn, which is imperative for growth.
Another primary use case is fraud detection. Sprint’s fraud models are dynamic and require extensive data across the enterprise. Copying data was no longer feasible, and a shared data environment became a necessity.
“Our data modernization goals were focused on business imperatives in order to provide a richer, personalized customer experience, improve business operations, and gain better visibility into our customers.”
With this new environment using real-time data, users could quickly convert insights into actions. Sprint has clearly achieved tremendous results in their data modernization journey, with much more to come.
To listen to the full webinar, visit: https://hortonworks.com/webinar/sprints-data-modernization-journey/