Case Study: Telefónica Spain achieves real-time customer insights and 3x BI cost efficiency with Oracle Big Data Appliance, Exadata, and Exalogic

Telefonica Spain Integrates Big Data Solutions in its Services and Operational Processes to Enrich Customer Experience and Guide Business Strategy

Telefónica Spain, the country’s leading telecom operator with roughly 40% market share and part of the global Telefónica group, faced the challenge of unifying disparate business-intelligence systems and integrating big-data analytics across fixed, mobile and TV services. The company needed a cost-effective, real-time platform to ingest and analyze more than 3,200 TB of data to personalize services, improve sales and call-center efficiency, optimize processes, and inform strategic network and product decisions.

Using Oracle Big Data Appliance, Oracle Exadata and Oracle Exalogic—supported by Oracle Advanced Customer Support—Telefónica unified its CRM and BI stack and analyzed multi-source data in batch and real time. The rollout cut lead follow-up from 48 hours to real time, reduced CRM campaign audience-definition time from over 20 days to real time and shrank target audiences by 30% while preserving effectiveness, sped time-to-market for new data sources by 90%, tripled BI cost efficiency, and enabled personalized TV recommendations that improved customer satisfaction, loyalty and sales.

Telefonica

Carolina Bouvard Nuño

BI and Transformation Director