On October 22, Pavlo Dniman, mass-market business development director of the Kyivstar, arguably the largest Ukrainian mobile provider delivered a guest lecture to the SE MBA class. He talked about Big Data applications in business. He believes that Big Data is critical when companies:

• Sell in the mass-market e.g. pharmaceutical, finance&insurance, restaurants, fuel, retail, etc.;
• Identify the problem that needs solving e.g. failing marketing campaigns, loss of clients, failed sales, etc.;
• Need to expand customer base.

“What is good about Big Data? It allows modeling the loss of customers. Thus, you know beforehand where your efforts are needed, how to customize offers to different customers, etc. We at Kyivstar apply those models. Every month, 2 million customers react to the customized offers. Thus, we are globally among the top 5 providers with the lowest customer attrition rates,” Pavlo said.