Customer Success Story Analytics and Big Data

Tuenti Tuenti delivers enhanced user experience and improved operational visibility with Vertica.

Overview messaging indifferently from an integrated Tuenti Technologies was created in 2006 as mobile and web platform through a single a social networking service with over 15 mil- phone number. lion registered users. Tuenti has become a full Mobile Virtual Network Operator in , Tuenti must continuously perform detailed owned by Telefonica. Tuenti offers communi- analytics to understand user behavior and cation services accessible anywhere by any feedback on integrated social communica- At a Glance device through its cloud based, unified social tions platform on web and mobile to keep the ■■ Industry communication and the Tuenti customer base loyal. It also wanted to accel- . The Tuenti social communication erate the analysis of customer behavior data, to reduce customer churn and drive user im- platform is also growing in Latin America where ■■ Location provements. For and telco com- Telefonica Group is expanding the adoption Madrid, Spain in its customers across Argentina, Ecuador, panies, understanding user behavior is vital to ■ Guatemala and Perù. success. Detailed information on how people ■ Challenge move through the and apps, and Tuenti needed to introduce a faster data Challenge where the bottlenecks or problems are, enable analytics­ platform. an enhanced user experience. Tuenti mobile services are loved by custom- ■ ■ Products and Services ers who needs a totally different seamless communication experience doing voice, chat, The company had been using MySQL and Vertica Analytics Platform Apache Hadoop to store customer data; how- ■ ever, performing advanced analytics was prov- ■ Results ing time-consuming. It wanted to find a faster ++ Reduced time to run a typical query from more than a day to less than a minute “Vertica is helping us to roll out three way to process data and become more agile ++ Enabled new kinds of queries to be run including or four releases of the app every in response. funnel and cohort analysis month because we can analyze the ++ Provided detailed view of customer behavior to user data quickly and can respond “From a big data analytic perspective, we have improve user experience two main areas of focus: telecoms operations, ++ Helped increase customer retention, boost to user demands.” such as advanced mining of call logs, SMS ­conversions and secure positive app reviews and mobile data consumption. The second is Jaime Medrano Navarro customer experience: who is engaging most Lead Engineer Tuenti with our services and how our app is being “Vertica allows us to measure and aggregate multiple variables and metrics daily, for the one million users of our mobile app. It helps us prove correlations in user behavior, so we can focus on the most popular elements of our service.”

Jaime Medrano Navarro Lead Engineer Tuenti Contact us at: www.vertica.com used,” explains Jaime Medrano Navarro, Lead “Vertica allows us to measure and aggregate “We measure how features are used and if they Engineer, Tuenti. “The Tuenti seamless expe- multiple variables and metrics daily, pretty are not popular, we can drop them. Customized rience is our competitive differentiator and much in real time across the one million us- voicemail is one such example—customers we are constantly adding, dropping and fine- ers of our mobile app,” continues Medrano. “It weren’t using it and it wasn’t adding value, so we tuning features based on a data driven analysis helps us prove correlations in user behavior, so removed it from the app,” concludes Medrano. of customers preferences and usage, but we we can focus on the most popular elements of needed deeper granularly and faster insights the service.” “Vertica is helping us to roll out three or four for our ad-hoc analysis.” releases of the app every month because we From an operations perspective, Vertica en- can analyze the user data quickly and can re- Previously, Tuenti had been extracting data ables vastly improved reporting in terms of spond to user demands. Additionally, this data from production databases and generating service usage while also ensuring compliance is available to all of our 150 internal developers, static reports, however, this did not deliver the with in-country regulations. not just the three-man analyst team. We call it level of insight required: “We performed batch democratizing data for better business.” reports, but they were summarized and lacked “We can easily identify customers due an up- detail; one of the key metrics we wanted to date and segment according to whether they measure was how long people spend on the rely on voice, VoIP, SMS or data,” comments app because that is a key indicator of customer Medrano. “That gives us much greater insight retention and value delivery,” adds Medrano. into our business and our consumers, so we can plan accordingly for future developments.” Solution As its user base grew, Tuenti decided to find Results a platform that would provide a more detailed Perhaps the most striking benefit of the Vertica view of user behavior across the 6TB of data platform is the speed with which queries can stored in its Hadoop environment. After careful be answered and reports created. A typical ex- evaluation, the company chose Vertica as its ample of counting unique users over a period core analytics platform. The company has re- of a year would have taken a full day or more to cently upgraded to version eight of this solution. process using MySQL and Hadoop. Now, with Vertica this is performed in less than a minute. Vertica Analytics Platform enables Tuenti to manage and analyze massive volumes of dis- One of the reasons why Vertica is so much parate sources of customer data—from web faster is that previously Tuenti had to work with logs and clickstreams to CRM and customer raw data in the Hadoop environment. This data call detail records—to gain an in-depth, 360 de- is now compressed by Vertica and so annual gree view of customer interactions. Armed with data on unique users can be reduced from deeper advanced analytical insights, Tuenti can 1TB to just 50GB, enabling the company to improve customer web experiences, test and have clear insight into how the app is used and iterate products and services, improve market- adjust it in response. ing and campaign effectiveness, lower acquisi- tion costs, and reduce churn.

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