Telcodash
- Telco Dashboard in details
- Telco Technical Information
- Telco Taxonomy Usage Guidalines
- Telco dashboard based on device IDs
- Advance Telco Targeting
Telco Dashboard in details
You will find Telco Dashboard on your left side menu:
Then you will be asked to choose the country and month that you want to filter. Please pay attention that data is available only for the previous, not the current month:
Once the data is loaded, there will be 3 sections where you can review relevant information: (1) Market overview, (2) Economics, (3) Mobile devices.
Telcodash additionally can be exported in Excel and PDF. This helps to create branded reports or send the report instantly to the client.
Data market shares (all)
This widget shows how the internet data market is divided by Mobile Network Operators (MNO) and Internet Service Providers (ISP). The data source: impressions.
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ISP data market share
This widget shows how the market is divided by the Internet Service Providers (ISP). The data source: impressions.
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Mobile data market share
This widget shows how the mobile data market is divided by Mobile Network Operators (MNO). The data source: impressions.
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Mobile network unique user distribution
This widget shows market split per Mobile Network Operator (MNO) in unique users. The data source: unique users (DMP IDs).
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Mobile data vs. WIFI/DSL/Fiber by consumption
This widget shows the market split between mobile and other other (WiFi, DSL, Fiber) internet data usage. The data source: impressions.
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Users by SIM count
This widget shows how many SIM cards this unique user (DMP ID) used for mobile data usage ever. Here no SIM (SIM-less devices) number show devices with the internet access without SIM card usage. Most of the time it will be ISP users.
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Multi-SIM users
This widget shows how many users have been using more than 2 SIM cards for the mobile internet for the past 30 days. Different SIM cards were used not necessarily at the same time. This information is not related with user's device type (dual, triple SIM). |
Top main pairs
This widget shows the main SIM pairs used in the market for mobile data usage. The sequence in the naming doesn’t mean that one Mobile Network Operator (MNO) is the first and another second. There is no relation between the naming and
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Migrations and TOP migrations
This widget shows the latest migrations in the mobile data (internet) usage pattern. TO shows the current SIM card used for mobile data. FROM shows the latest previous SIM card used for mobile data access. |
Lost and gained
In this widget Lost means how many users stopped to use Mobile Network Operator (MNO) SIM card for mobile data in the past 14 days. Gained shows how many users started to use new operator’s SIM card for mobile data access. This data is NOT about mobile number portability (MNP) when the real phone number is migrated from one network to another.
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Data loss due to secondarySIM position
This widget shows the accumulated amount of mobile data lost per each Mobile Network Operator (MNO) due to their SIM used as the secondary SIM for the mobile internet access.
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Secondary SIM position
This widget shows the percentage of Mobile Network Operator (MNO) SIM cards used as the primary and secondary SIMs for the internet access. The secondary SIM is indicated as seen less often using the mobile internet in the comparison with the primary SIM.
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User loyalty
In this widget Loyal users mean those who all the time used only one Mobile Network Operator (MNO). Meanwhile Switchers changed 1 or more operators during their life time.
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Top device brands in the country
This widget shows the market split by the most popular mobile device brands. The data source: unique users (DMP IDs). |
Avg. page views by operators and comparison
This widget shows an average number of page views generated by the average Mobile Network Operator (MNO) while using the internet.
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Profiled DMP users
The numbers is this widget are unique users - DMP IDs. |
Users by network type
This widget shows how many Mobile Network Operator (MNO) clients are using which network type.The data source: impressions.
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ISP unique user distribution
This widget shows market split per Internet Service Provider (ISP) in unique users. The data source: unique users (DMP IDs). |
SEC
SEC (Social Economic Class) widget is dedicated to show the clients' split by SEC per each Mobile Network Operator (MNO). |
Device average retail price
This widget shows the average device retail price per Mobile Network Operator (MNO). |
Users by device price
This widget shows the number of users (in percents) owning the device from the certain price range. |
Brand market share
This widget shows the market split by the most popular mobile device brands. The data source: unique users (DMP IDs). |
TOP device brands
This widget shows the most popular mobile device brands per Mobile Network Operator (MNO). The data source: unique users (DMP IDs).
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TOP devices
This widget shows the most popular mobile device models in the market for the past month.
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TOP device share
This widget shows the most popular mobile device models per Mobile Network Operator (MNO).
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Device average retail price
This widget shows the average device retail price per Mobile Network Operator (MNO).
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Fastest growing models
This widget shows fastest growing device models (in percent). The growth percent might be much higher than 100% due to new device growth "from zero to hero". |
Users by device price
This widget shows the number of users (in percents) owning the device from the certain price range.
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Device base comparison
This widget shows device split by the operating system (OS) per Mobile Network Operator (MNO). The other OSs are not shown if its usage is relatively low. |
Telco Technical Information
Basic Information
Telco taxonomy is based on Eskimi DMP (Data Management Platform). Eskimi DMP takes information which is received from bid request when doing digital advertising. Core information consists of users who are browsing online.
If the country isn't in the Telco Taxonomy it might be that DMP isn't enabled for this country. DMP can be enabled by Gabriele. Keep in mind that DMP stats will be generated only next month. So you will get your taxonomy only then.
DMP statistics are calculated once a month and generated for the past month. DMP stats calculation is needed to recalculate users, to check if new users appeared or some users are not valid anymore.
Users are excluded after 30 days from the last seen time.
Telco taxonomy is based on device IDs that are received from bid requests. Device IDs are more stable user identifiers than cookies and they can be used on various third-party platforms (Facebook, DV360, Adform, etc.).
Segment Explanation
Telco taxonomy is publically available here: https://docs.google.com/spreadsheets/d/1px7TD56o9f_SxU2RDV8150aRQC9NCevKpvdigINSI6I/edit?usp=sharing
You can export the google sheet and change the sheets based on your needs. Do not do changes to the online document.
Valid Device ID - means that the user was seen within 30 day period.
Unique Device ID - indicates one device ID, but it doesn't represent the unique person. As a person can have more devices.
Overlap - some users (device IDs) can be found in two or more sheets. As they are found under both/more segments.
Total Number - sheet indicates valid and unique device IDs in the country. Some device IDs may be found online without an operator or ISP. This is why the amount of these two sheets won't resonate with the total number of device IDs.
All Mobile Operator Uses - sheet indicates valid and unique device IDs that were seen connected to a Mobile Network Operator (MNO).
All ISP Uses - sheet indicates valid and unique device IDs that were seen connected to an Internet Service Providers (ISP). An Internet Service Provider (ISP) is the industry term for the company that can provide you with access to the Internet.
Operators By Country - sheet indicates valid device IDs that were seen connected to a specific MNO in the country. Keep in mind that some users may be under two or more operators as they are multi-sims. This is why the sum of device IDs won't match the total amount of all mobile operator users.
ISPs By Country - sheet indicates valid device IDs that were seen connected to a specific ISP in the country. Most of the time users are using one ISP (there are a small number of exceptions). This is why the sum of ISPs by Country will match All ISP Users.
All SIM Users - sheet indicates valid and unique device IDs that were seen with a SIM card. This number resonates with all mobile operator users as if the user is seen connected to an operator the relevant SIM card is attributed.
All Multi-SIM Users - sheet indicates valid and unique device IDs using more than 2 SIM cards for the mobile internet. Different SIM cards were used not necessarily at the same time. This information is not related to the user's device type (dual, triple SIM).
SIM Amount By Country - sheet indicates how many SIM cards are used by unique and valid users. This number will closely resonate with all SIM users.
Lost SIMs By Operator, Country - sheet indicates how many users stopped using Mobile Network Operator (MNO) SIM card for mobile data in the past 14 days. This data is NOT about mobile number portability (MNP) when the real phone number is migrated from one network to another.
SIM Type By Operator, Country - sheet indicates how many users use Mobile Network Operator (MNO) SIM cards as the primary, secondary, tertiary, quaternary SIMs for internet access. The secondary, tertiary, quaternary SIM is indicated as seen less often using the mobile internet in the comparison with the other SIMs.
Connection By Operator, Country - sheet indicates how many different how many Mobile Network Operator (MNO) clients are using which network type. Keep in mind that this section indicates how many device IDs were connected to a specific connection network (2G, 3G, 4G). However, it doesn't indicate that the device can only support one or another connection. One device ID can be found under one, two, or all connections.
Migrations By Country - sheet indicates the latest migrations in the mobile data (internet) usage pattern. shows the current SIM card used for mobile data. FROM shows the latest previous SIM card used for mobile data access. We consider only one-month migrations. The user is considered as migrated if the user is actively using an operator and the previous operator was seen 14 days ago.
MultiSIM Pairs By Country - sheet indicates the main SIM pairs used in the market for mobile data usage. The sequence in the naming doesn’t mean that one Mobile Network Operator (MNO) is the first and another second. There is no relation between the naming and primary-secondary positioning in the sheet.
Operator & ISP Pairs By Country - sheet indicates unique and valid users that were seen using particular Mobile Network Operator (MNO) and Internet Service Provider (ISP). So it means that the user was seen using both of these connections.
ISP Pairs By Country - sheet indicates the main ISP pairs used in the market for internet usage. The sequence in the naming doesn’t mean that one Internet Service Provider (ISP)is the first and another second. There is no relation between the naming and primary-secondary positioning in the sheet. As mentioned previously users will rarely use more than one ISP this is why the amount of users is insignificant or close to 0 in some countries.
All Migrations By Country - sheet indicates all migrations that happened during the past month. It is a sum of migrations in the country.
Device Brand - the device brand that the user uses.
Device Model - the device model that the user uses.
Device Price - the device price that the user uses.
Device Release Year/Month - the time period when the device was released which the user uses.
Telco Taxonomy Usage Guidalines
Telco taxonomy provides information about the amount of data Eskimi DMP has under different segments. It indicates the amount that can be exported based on client needs.
Market Challenges
Telco taxonomy is a great product for clients that are looking for a solution where they will be able to target niche Eskimi audiences on 3rd party platforms.
Reach Custom User Segments in any digital platform. Telcos want to have the ability to target custom segments on any digital platform. However, not all of them offer comprehensive targeting that telecoms need.
See full user consumption. Telecoms need to build segments and understand user full consumption across all telecoms under one deviceID.
Specialised telecom data. For telecoms, there’s a need for actionable data to optimise the customer experience. Telecoms want to use segments that are based on real user consumption of telecommunication services.
Use Cases
Current customers. Target current customers by their consumption on all media platforms (Eskimi, Facebook, etc.).
Retain lost consumers. Target lost customers that migrated to other telecoms.
Competition. Target users that are using competitor’s products and/or about to churn.
ISP. Upsell your ISP services for mobile consumers.
Improve SMS/USSD communication. Improve retention and ARPU growth-focused communication.
Telco dashboard based on device IDs
Telcodash is an analytical tool that is based on impressions and DMP profiles. There are two kinds of DMP profiles. One part is based on cookies that are received from sites. While another part is based on device IDs that are received from apps.
The part of DMP profiles that are based on device IDs are much stable as the user would need to change their mobile phone which happens at least in 2-3 year interval. Additionally, device ID is a universal user identifier so it will be the same across different platforms. While 3rd party cookies are short-lived and they will depreciate by 2023.
Eskimi knows how important for some of the clients to see telcodash only based on device IDs. As they have their own internal analytics based on device IDs. While, additionally device IDs can be compared with device amount in the market which helps to understand what part of the market Eskimi covers.
With this view clients won't be able to see few widgets as they are based fully or partially on impressions. Widgets that won't be visible with device ID view:
Advance Telco Targeting
SIM amount targeting
What is SIM amount targeting?
SIM amount targeting which can be found under Advanced telecom targeting allows brands to target users that were browsing online with 1, 2, 3 or 4 SIM cards for the last 30 days.
What is the logic?
This targeting is based on Eskimi DMP (Data management platform). As this is the place where online data is crunched and agregated. The system checks if the user was only connected to a certain amount of operators. If the user was seen using only 1 telecom then the user will be considered as 1 SIM user.
What are the use cases?
New customer acquisition - telecoms can target their competition customers.
Personalized offering - telecoms will be able to run different communication lines for their loyal and multi-SIM customers.
Operator churn targeting
What is operator churn targeting?
Operator churn targeting which can be found under Advanced telecom targeting allows brands to target lost customers and reach lost customers of the competition.
What is the logic?
Churn is calculated the the operator was last seen used 14 days or more ago within maximum of 60 day period. Additionally, if the user starts using the operator again the customer will be excluded from the audience.
What are the use cases?
Win-back - telecoms can sustain their revenue by targeting lost customers.
