Implementation of e-intelligence Solutions for Internet Service Providers

Transcription

1 Implementation of e-intelligence Solutions for Internet Service Providers Enzo Ferrari DW & Web Competence Centre Manager SAS Italy

2 Summary Internet Service Providers Business pains Problems SAS Solution 2

3 Internet Service Providers Points Of Presence Services login, web, , chat, newsgroup portal web hosting Millions of users Hundreds of servers 3

4 Business pains Information Technology: Improving site performance/ response time Monitoring/foreseeing bottlenecks Intrusions Marketing: Knowing users behavior/services usage what/when/where/why they use e.g.: ISP s Portal as homepage Finance/Administration Measuring/Validating traffic by users/ on web-hosted company sites 4

5 Problems Source: services LOG Authentications log Web Servers log Chat logs, logs, newsgroup logs Huge amount of data Gigabytes LOG / day... growing and growing Data Quality Dozens of indicators needed by Marketing, Information Technology and Finance via Intranet Information security 5

6 SAS Solution Data Warehouse Management Logs process DW load Minimum detail level Data Marts Reports Generation Static and dynamic reporting User profile access 6

7 SAS Solution Log Files Web Authentications News, Chat Demographics Data Extraction And Load IT Reporting MKT Analysis Servers POP IP Address Ports Data Warehouse FIN Analysis 7

8 SAS Solution: Information Technology Dynamic table/graphic reports on main indicators about: Traffic Network Authentications : Number, Duration Connection duration / number Distinct logins POP3 Mail Network Saturation (check every 10 min.) Simultaneous connections number Caching 8

9 Goals: SAS Solution: Information Technology Improve Response time Foresee bottlenecks and traffic peaks Correctly estimate the capacity necessary for lines and equipment Optimize web site performance Maximize their quality of service 9

10 SAS Solution: Marketing Marketing graphical analysis Demographic data join Customer path step approach: which are the first three steps of a connected user? profile approach: what does he/she do in his/her first three steps Customer Profiling Customer Scoring Churn Management Campaign Feedback 10

11 Goals SAS Solution: Marketing Identify market segment based on dynamic criteria obtained by any available indicator Create models for scoring system Extract customer lists for new campaigns Compare the customers panels in different periods of time Analyze with a multidimensional environment customer behaviors 11

12 Goals: SAS Solution: Marketing Know what, when, where, why and how their services are being used Customer behaviors: Who just surfs the web Who uses Who searches for news in newsgroups Who chats in the favorite chat room Who uses ISP s portal web page as their home page 12

13 13 Copyright 2001, SAS Institute Inc. All rights reserved.

14 14 Copyright 2001, SAS Institute Inc. All rights reserved.

15 SAS Solution: Finance Dynamic table/graphic reports on main indicators about: Traffic Connection Time ($$$) / number Distinct logins Service type: IDSN, ADSL, PPP, Contracts type: Free, Proof, Student,... 15

16 SAS Solution: Security Intranet users profiles Administrator Users Userid/password mgmt data encryption HTTPS protocol encryption session management (cookie) 16

17 SAS Solution : Architecture Network Collector Server Data collection File System Webhound HTTPS Development station: Warehouse Administrator Deployment Server 17

18 Conclusions e-intelligence SAS Knowledge Solution for Internet Service Providers leverages different departments with different information for different users in order to maximize the quality of their services, improve profitability and take advantage in an increasingly competitive market. 18

19 19 Copyright 2001, SAS Institute Inc. All rights reserved.