How Are Service Providers Using Data? Here Are Two Key Research Findings

Data in the broadband industry is as critical as ever to ensure long-term success and subscriber growth. That’s why creating a reliable data usage strategy is paramount for the success of any broadband service provider (BSP), even smaller BSPs serving rural markets. Data usage strategies must be effective and flexible to accommodate the continually evolving broadband landscape.
 

Calix teamed up with Heavy Reading in 4Q23 to conduct a targeted survey of C-level executives of leading BSPs serving 250,000 or fewer subscribers in the United States, Canada, and the United Kingdom. Here is an overview of our findings.
 

The top two BSP priorities for collecting and analyzing data are KPIs and trouble tickets. Over half of BSPs surveyed collect and analyze their KPI data, with another 29 percent stating they collect data but don’t analyze it. Data analysis is crucial to draw conclusions and create actionable insights that improve the subscriber experience. We anticipate higher adoption in the next 12-18 months as more BSPs seek insights into network buildout, churn reduction, and network optimization.


Figure 1: Which data sources do you currently collect and analyze?

Next, we asked survey participants about the following data and analytics use cases: churn reduction, pricing strategies, network buildout and sale, subscribers acquisition, determining the viability of new service bundles, and network optimization. Based on our findings, between 38 and 53 percent of BSPs plan to implement data/analytics for each use case in the next 12-18 months. The top category was “network buildout and scale” followed by “churn reduction.” This underscores that BSPs understand the importance of data for improving customer retention and building and scaling their network. 

Figure 2: Do you use data/analytics for the following use cases?
 

How to Implement a Data Usage Strategy

Data can be utilized at any point in your business journey. Use data in existing markets to reduce churn or determine the viability of new service bundles. Or utilize data to enter new markets with network buildout and pricing strategies.
 

Are you looking to expand your data usage strategy to draw more insights and support new use cases? Or are you starting fresh and looking to create a data usage strategy? Calix Business Insights Services can help! With Business Insights Services as your data strategy partner, you can make better, data-driven decisions and actionable plans that address the root cause of issues slowing your business and impacting your subscribers.
 

Set up a complimentary consult today with a Business Insights Specialist for tips on improving your business performance through data analytics.