analytics to drive customer engagement - sas · 2016-03-11 · crm and analytics insights via a...
TRANSCRIPT
Annette Neeson General Manager –
Analytical Data & Capability
May 2015
Analytics to
Drive Customer
Engagement
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Predicting customer advocacy
2
NPS attribution modelling
Source: Telstra Research Insights & Analytics
Data Collection
18 months of Strategic NPS
data
Matched to >1,000 fields in
DWH
1
Model Selection
Trial and test statistical
approaches
Non-linear model built
2
Validation + Scoring
Accuracy assessed through
“hold-out” datasets
New NPS data to validate
Whole customer base scored
3
Liz Moore | Telstra | April 2015
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