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Contents

Concept of LDM LDM Vs PDM Entity & Attributes Sample ER Diagram CLDM Top Level Components
> Summary > Relation between Top Level Components

Subject Area Overview Subject Area Model Detail


> > > > > Party Geography Offering Network Finance

Logical Data Defined


A Logical Data Model is > a model of the business information > a graphical representation of the information requirements for a data warehouse environment - it is not a database. > defines individual business information elements and how they relate to one another > ultimately defines which business questions can be answered from the data warehouse and thus determines the business value of the entire Decision Support System. > Is independent of technology

Logical Model vs. Physical Design


The Logical Model
Includes all entities, attributes and relationships Uses Business Names Captures information necessary for the business Is normalized to 3NF

The Physical Database Design


Includes Tables, columns keys, data type, validation rules, security Names may be limited by the DBMS Includes technology specific information such as flags, switches Often de-normalized for performance of ease of programming Includes redundancy Summarization Physical design experts

No redundant data No derived data Business experts

Entity Types
An object in the real world about which we want to maintain data
> must exist, must have properties, distinguishable from other objects
a person, a car, a house, an account

> can have a physical existence (real) or conceptual existence (abstract)


Customer is physical Inspection is conceptual

Attributes

Entities have attributes (properties)


> > > > attributes represent what we want to know about entities Entity type: Video Entity type Attributes: title, price, category Attributes Values: Mad Max, $12.45, Action

Attribute values are drawn from a given domain, which presents the type of possible values of the attribute
Doe John 35 is an entity instance of STUDENT entity type Domain for AGE is 17-90

Entity / Relationship Diagram


PARTY INDIVIDUAL PARTY Identifier PARTY INDIVIDUAL First Name PARTY INDIVIDUAL Middle Name PARTY INDIVIDUAL Last Name PARTY INDIVIDUAL Title Text PARTY INDIVIDUAL Suffix Text PARTY INDIVIDUAL Social Security Number PARTY INDIVIDUAL Birth Date PARTY INDIVIDUAL Gender Code

Entity

ACCOUNT ACCOUNT Identifier PARTY Identifier (FK) ACCOUNT Number ACCOUNT BILLING PRESENTATION TYPE Code ACCOUNT TYPE Code ACCOUNT Deposit Amount Preferred PAYMENT TYPE Code

one PARTY INDIVIDUAL has zero, one or more ACCOUNTs / one ACCOUNT belongs to one and only one PARTY INDIVIDUAL

Relationship

one ACCOUNT receives zero, one or more BILLING STATEMENTs / one BILLING STATEMENT is for one and only one ACCOUNT one BILLING STATEMENT summarizes one or more CHARGE ITEMs / one CHARGE ITEM is summarized on one and only one BILLING STATEMENT

Attributes
P

BILLING STATEMENT BILLING STATEMENT Identifier ACCOUNT Identifier (FK) BILLING STATEMENT Effective Date BILLING STATEMENT Due Date BILLING STATEMENT Total Usage Revenue Amount BILLING STATEMENT Total Discount Amount BILLING STATEMENT Total Balance Due Amount BILLING TYPE Code

BILLING STATEMENT CHARGE ITEM BILLING STATEMENT Identifier (FK) BILLING STATEMENT CHARGE Sequence Number CHARGE CLASSIFICATION Identifier BILLING STATEMENT CHARGE Charge Amount BILLING STATEMENT CHARGE Charge Quantity BILLING STATEMENT CHARGE Charge Effective Date BILLING STATEMENT CHARGE Charge End Date

CLDM Top Level Components


Customer Campaign

Revenue/Usage

Offer

Network

CLDM Top Level Components


Finance
Tracks monetary information about Invoice Accounts, Payment Accounts, Billing, Revenue, Payments, Settlements and Costs.

Location
Tracks the physical, geographical relationships of customers and assets

 Network
Tracks how and when a customer utilizes a product or service and provides detailed information about the physical equipment that is used to provide these services.

 Offer
Tracks product and service offers at the consumption level - unravels arcane product structures to lowest level such as Contracts, Products Structures, Product Associations, Promotions, Shopping Transactions & Subscriptions.

 Party
Tracks all persons, businesses, groups or associations at the business relationship level. Details about Scoring & Segmentation, Awards, Channels, Web Sites, Privacy and Profiles.

Subject Area Overview

Party
Privacy Associate (Employee) Customer (Sales) Channel Usage Web Operation

Analytic Model

Award Program

Type of Customer Segment

Geography

Demographic

Geography

Address

Offering
Shopping Promotion Product

Offering

Subscription Offering Term

Contract

Network

Technology Equipment (Cell, Switch) Customer Access

Coverage

Network

Traffic Management

SIM Card Usage CDR / IP

Web Server

Finance

Settlement Cost Payment

Account

Pre-Paid

Billing Statement Billing Statement Item

Credit Rating

Party Subject Area

Defines organizations and people of interest to the CSP


> Customers, Prospects, Suppliers, Partner Carriers, Resellers, Employees, Contractors, Competitors, etc.

Also can track


> Any known external organization hierarchies whether Manager to Employee or Company to Corporation > Party demographics such as annual income, number of employees, etc.

Picture source: TDC

Party Subject Area


 Base Facet
- customers - prospects - dealers

Who are our best Customers by tenure? Who are all Parties that became first time customers in the last 90 days? Who are all Parties that ceased to be Customers in the last 90 days? Which households have 3 or more Customers? Which Corporations have over 100 separate departments? What is the total number of active Customers by segment, account, household? What is the number of new Prospects? What is the conversion rate of Prospects to Customers?

Award Facet
- incentives - rewards

Demographic Facet
- attributes - credit history - equipment

Analytical Model Facet


- categories - groupings - scores

Privacy Facet
- opt in/out - data sharing

 

Channel Facet Associate Facet - Employees - Contractors

Who is a Party?
Customer Competitor 5 Web browser Internal Organization

Former Customer
April 2002

Relation to a customer, e.g. bill Copyright 2002 NCR License Only. Distributed under Corp. All Rights Reserved. payer Prospect

A party is anyone who is of interest to the CSP!


Parties can change over time!

A Party may be of many types

Web browser

Individual

Household Internal Organization

Organization Copyright 2002 NCR Corp. All Rights Reserved. Distributed under License Only. 6

Party/Account relationship
Son Father

Owner

Bill payer

Owner Employee

Account 123 Account

Account 117 Account Account Manager

Relationships changes over time!

Party.Channel
Account Owner Marketing Info

Fault Reporting, Complain Web site Investigation of Campaign Call Center Equipment Repair Center Request Follow up Offer Call-Center Telemarketing Mail Mobile

Geography Subject Area


Maintains information on: > Addresses
Physical locations Telephone contact numbers Email Addresses

> Geographic components


Real geo areas such as Pakistan, Lahore, Bengal Constructed geo areas such as Northern Canada, Southern Europe, Rural Areas

Mostly used in the record selection and sorting of queries and reports

Geography Subject Area


Geography questions are part of every subject area, and include:
> > > > What Offers are selling best by geography? Who are our best customers by location? Where is a particular switch located? Are network outages related to a specific location? > Is our Internet service available in the 06321 Postal Code area?
 Address Facet
- Mailing - Electronic - Telephone - Address Relationships - Defined geographic hierarchy

The physical and electronic addresses that designate any type of location. Locations may be designated for customers, billing, marketing, servicing, equipment, and public listings.

Offer Subject Area


Captures any information that is particular to offerings, equipment products and services marketed, inventoried or sold Offerings are built from products and services with pricing options at any level Tracks sales and subscriptions with associated channel Tracks parties involved with offerings and products in roles such as management, maintenance, and manufacturer

Offer Subject Area


 Product Facet - product/offer
attributes - rates/fees

What Products/Services are used by segment,

account, household? What Products/Services have the highest cancellation rate by segment, account, household? Which Products/Services have the lowest cancellation rates? What Customers have cancelled their subscriptions in the past year? Which Customers are within 90 days of their contract expiration date? Who are the most productive Dealers based on number of subscriptions sold? Who are the least productive Dealers?

Product Association Facet


- to Partys, Accts, Channels

Contract Facet - terms and


conditions

 

Incentive Facet
- buy incentives

Subscription Facet - activations


- cancellations

Shopping Trans
- order fulfillment - discounts - coupons

Offering Product - Overview


An Offering is
A grouping of one or more Products and the corresponding price plan, rate structure or unit charge that may be marketed by the Communications Service Provider for the purpose of generating revenue. An Offering is what a customer purchases or subscribes to.

A Product is
A telecommunications service, commodity, piece of Equipment or special service that may be marketed for revenue-generating purposes. A Product is what a Customer consumes.

A Product Item is
The domain of elements that can be associated with a Product or Offering. Examples: Monthly Access Fee Included Minutes Peak Included Minutes Off-Peak Minimum Usage Charge Peak Rate Additional Airtime Minutes Monthly Commitment Dollar Amount Sales Price

Finance Subject Area


Contains monetary information about Customer Accounts, Billing, Payments, Revenue, Settlements and Cost Billing information at statement header level as well as lowest level of charging unit Recording of customers payment account types Billing account hierarchy for single bill and sub-account billing Allows cost allocation to any other modeled component

Finance Subject Area


 Account Facet
- type - status - usage - bill cycle - credit class

Who are the best Customers by revenue generated by segment, account, household? How much billed revenue is generated by Residential Customers vs. Business Customers by segment, account, household? Which Customers churned within 90 days of making a late payment? What is the total usage trend by segment, account, household? What is the total usage for domestic, international, operator by segment, account, household? What is the Customer acquisition cost by segment, account, household?

Billing Facet
- terms - discounts - fees/charges

Cost Facet
- one time - recurring - operations

Payment Account Facet - payments Other Revenue Facet


- non core

Settlements Facet
- Declarations - Agreements

Network Subject Area


Describes the mechanisms available to customers for accessing the network to use products and services Tracks in detail the network infrastructure Captures network traffic sourced from multiple points in the processing cycle of network activity from network signaling through billed call detail
> PSTN and IP > Prepaid and postpaid

Network Subject Area


What is the breakout of originating vs.
 Access Facet - type/how - status - carrier  Access Subtypes Facet - element     Cell Site Facet - element Numbering Plan Facet SIM Card Facet Call History Facet - CDRs - recycle CDRs    IP Usage Facet - IP Data records Fraud Profile Facet Coverage Area Facet - Geographies - Cell Sites

terminating traffic by segment, account, household? What are the Customer traffic patterns by high profit, low profit, unprofitable segments? What % of calls, by originating cell site, were abnormal disconnect? Which busy switch centers are in the high value areas? Which existing service areas are the best targets for a new product/service rollout? Which Customers, with a specific feature, used it 5 plus times per month? Is there a network or billing condition causing CDR errors resulting in lost revenue?

Network.Route
Captures all Routes of interest to the CSP with an indication of the role that different operators play Describes the Trunk Groups that service a Route Relates actual incoming and outgoing Trunk Channels to the Call Leg Captures intended primary route and actual route travelled

Network.Prepaid
Captures usage recorded on the Decrementing Engine for Prepaid to allow analysis of any latency in updates to the Decrementing Engine Optionally tracks at individual usage level or summary level Details of Prepaid payments Effect of automated messages to prepaid users can be analyzed

Source: VoiceCue Blue

Subject Area Model Detail

Network. Access Method


Prepaid/Postpaid Reason Active/Inactive Account Party

Service Order

Accs Method

SIM Card

Recharges
NWD/Intl City

Activation Dt

Normal/Gold

Finance. Account
Name Reason Active/Inactive Party

Payment Acct

Account

Relation

Cash/Check Billing/Service Agg

Billing

Finance. Billing
Date Bill Type

CUG/Miss Call Alert

Billing

Amount

Sequence
Postpaid VIP/Basic Prepaid

Finance. Billing

(contd)

Date

Adjustment

Amount

Billing ADJ/Waiver

Finance. Billing

(contd)

Date

Payment

Amount

Cash/Check

Finance. Payment Account


Credit Class

PMT Account

Deposit

Refund

Party. Base
Customer/Service USR Reason Active/Inactive Address

Seller

Party

Party

NIC/Passport ID
Birth Date Gender

SME-Family/Employee

Name

Geography. Address
Telephone No

Address Line

Address

Country

City Region

Network. Call History


Access Meth Id

Inbound/Outbound

Second/Minute/KB

Domestic/Intl Peak/Off-Peak Call History Operator

Cell Site

MMS_GPRS/Call_OUT_LOCAL

Date

Amount

GSM/SMS

Call Completion Flg

Network. Product & Prod Assoc


Access Method Reason Active/Inactive Channel

CUG/Miss Call Alert

Product

Product/Service

Postpaid VIP/Basic Prepaid

Party. Channel
Platinum/Gold

Channel

Channel

Dealer/Franchise

Finance. Service Order


Accs Meth/Acct Reason
Install/Modify/Cancel

Channel

Service Order

Date

Complete/Pending

Network. SIM Card


Serial Num

SIM Card

Date

Assigned/Not Available

Party. Prepaid
User Activity

Eload/Evoucher

Prepaid

Scratch card

CRM
Customer Contact

Prepaid

Postpaid

Service Account Accs Meth Id Service User (P/S)

Billing Account

Accs Meth Id Invoice Receiver (P/S)

Communications Logical Data Model