October 22, 2024
Telefónica develops a real-time monitoring solution alongside Ayesa
Designed for use across the company, it allows staff to access real-time business information and take immediate action in response to incidents, thereby increasing their efficiency and productivity.
The Business Intelligence department at Telefónica Spain has recently launched the BItácora project in collaboration with Ayesa. Its aim is to make up-to-date business information readily available those who need it, something that is particularly important for those involved in sales and marketing.
Do achieve this, a single platform has been developed for the entire company, which allows the work of its various areas to be monitored in real time, as well as any necessary corrective action to be immediately taken. The ultimate aim is to increase efficiency and productivity across Telefónica.
In the words of Francisco Javier Tobar Palacio, Director of Business Research and Intelligence at Telefónica: ‘The project represents a radical change in terms of access to information. As is the case with most corporate BI teams, at Telefónica Spain we are constantly dealing with large numbers of requests for information from internal and external users, and these are becoming increasingly longer, detailed and linked to decision-making processes. That is why in 2023 we decided to create a comprehensive BI transformation project in order to implement a single, real-time solution for the entire company’.
The Director of Business Research and Intelligence adds: ‘Having a single self-service solution for use across all levels of the company allows us to unify the entire reporting process and ensure the uniqueness of data. Exactly what information users can access depends on their role, something that ensures optimal data security and privacy’.
Key aspects of the project
The aim of the project is to ensure the uniqueness of data; create synergy across the company through a simplified, self-service solution; allow staff to obtain up-to-date data in near real time throughout the day (with data being consolidated on a daily basis before 8 a.m.); and enable specific restrictions to be placed on what information can be accessed, depending on a user’s role and profile.
Francisco Javier Tobar explains: ‘As two of our most important areas are Marketing and Sales, we decided to cover their information needs first. These areas have a series of very particular needs in terms of data quality and reaction times’.
One of the biggest challenges was controlling which information internal and external users at all levels can access based on their role, as part of the company’s sales network is made up of partners with a series of specific needs in terms of information. In order to solve this problem, two ways of accessing data were developed: a web tool, for users involved in day-to-day operations, and another based on Microsoft Fabric with Power BI for members of staff whose work involves more analytical tasks as well as senior management.
The solution is based on a number of different technologies, which combine cold and real-time data management. Database replicators, platforms based on containerized microservices, analytics databases and event buses are just a few of those needed to integrate the complex ecosystem of solutions and data involved in this project. Monitoring, planning and quality features also ensure up-to-date data is provided in the correct format to departments across the company.
The fact that various sources of data feed into BItacora means normalisation is necessary in order to ensure an optimal user experience. This involves avoiding users from having to deal with the complexity of the architecture and transformations by using Microsoft Fabric with Power BI to create a star schema relational data model that is updated in near real time. AI features may also be included using Microsoft Copilot and machine learning in order to provide new insights and increase the efficiency of current data processing workflows.
Personalisation is another key aspect of the project given the range of different user profiles and the purposes for which they access information. This is also essential for ensuring compliance with the stringent data privacy policies in place and thus avoiding sensitive information being leaked. As such, users are provided with relevant business information from a large, single database in a totally transparent manner, based on a series of rules established for each profile and role.
The aim of the project, which is part of Telefónica’s digital transformation, is to avoid users from having to deal with the complexity involved in data processing and management, providing them with dynamic KPIs via a self-service framework designed to help them with their work.
We support your projects
We are here for you, to advise you personally and offer you the product you need.