Infogix Customer Case Study

CUSTOMER CASE STUDY: TELCO

The Marketing Department for a major CSP had become overly reliant on its IT area when executing conversion and retention campaigns. IT was generating manual reports which drove the promotions that sought to convert and retain subscribers. This process was inefficient and was not generating the ongoing results needed to stay competitive in a crowded regional marketplace.

In particular, the reports were only marginally helpful at identifying which users were potential candidates for increased usage. The report was not at all helpful in matching non-user profiles with current user profiles. For example, the reports didn’t effectively allow marketing to identify customers who were continuously experiencing excess usage charges (and thus should be converted to the next slab of subscription), and they couldn’t identify top usage behaviors and characteristics of broadband customers due to the static nature of the reports.

These considerations were just a few of the facets involved in the goal of reversing the decreasing subscriber usage for this CSP and understanding the customers who had stopped using their products and services altogether.

The CSP believed that the key to understanding its subscriber base was to look at it by segments. It decided to analyze more than 150,000,000 CDRs generated each day by its customer base to leverage and segment that data by profitability, usage, and enhanced customer satisfaction. The ultimate goal was to discover that which attracted, converted and retained each and every customer they had.

Infogix Analytics Leverages 150M+ CDRs/Day to Convert and Retain Subscribers

Executive Summary

Customer: Communication Service Provider (CSP)

offering Voice, IPTV, Broadband, Value Added

Services (VAS), SMS, and other products

Analytics Application: Subscriber Conversion and

Retention

Challenges:

• A solution focused on subscriber conversion

and retention

• Manual reports created by the MIS

Department

• Implementation included multiple systems

across all carriers with volume of 150 million

CDRs per day

Solutions:

Propensity to churn modeling

Results:

• Integrate all available information to gain

deep insights about their subscribers

• Turn insights into automated actions,

triggering SMS or actions

• Track/capture outcomes of all events enabling

adjustments to targeting and messaging in

near-real time

• Provide comprehensive reporting to assess

and control campaigns and programs

• Set rules and limits, and manage key business

parameters; control the customer experience

Infogix Customer Case Study

CUSTOMER CASE STUDY: MARKETING

Among its specific requirements, the CSP needed to:

• Maximize the usage of the “Active Base” segment and convert them to more profitable services

• Understand declining usage to convert to users while minimizing churn

• Understand underserved segments, and attract them with solutions and promotions that enhanced and encouraged usage

• Identify and analyze those in the customer base that have disconnected from the base and convert them back to the Base User segment

• Identify the Low Usage segment and analyze their usage/patterns of usage to offer packages that improve profitability more in line with their needs

The CSP had tried, once before, to leverage analytics to convert and retain its key customers. Thus, as an additional requirement, any solution needed to consume results from a previously built and primitive DORMANCY prediction model that approximated churn rates based only on usage patterns versus all of the data available in daily CDRs.

The SolutionUsing Infogix’ analytical capabilities—transactional behavioral analysis and capturing data potential—gives this carrier real-time insight about its customer activity. Tracking valuable customer information, like balances or daily usage, and understanding customers’ real-time activity, presents huge potential revenue generation opportunities.

These dynamic approaches to analytics enhance traditional data mining models (like the DORMANCY model) by incorporating up-to-date information and exact offers which fulfill customers’ needs in near real-time.

Using Infogix analytical capabilities (e.g. transactional behavioral analysis), the CSP can segment customers by behavior patterns and track their characteristics and attributes. This information can be leveraged to target customers with appropriate, automated offers and interactions in an effort to keep and grow their business.

The Infogix Enterprise Data Analysis Platform enables marketing teams to create, configure, launch, and control automated marketing programs. Infogix analytics and data mining technology permits carriers to make full use of their enterprise information to target campaigns on the basis of subscriber characteristics and behavior—ultimately delivering higher ROI for their marketing campaigns.

User Group

Web-based Client Interface

Analytics Reporting Tool (ART©)

Marketing Management Framework

Messaging Processing Engine (MPE)

Campaign Manager

Data Mining & AnalysisData Mining & Analysis

Targeting & Messaging

Propensity & Churn Modeling

Aggregated Data(Multiple Business Dimensions) Transactional Data

Business DataAggregation

Reference Data

Data Mining Storage Detail Level Storage

Real TimeData Load

Real TimeData Load

CRM/Subscriber Data

Location BasedData

Orders/Applications

Usage & OtherNetwork Events/

Transactions

DORMANCY Model

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CUSTOMER CASE STUDY: MARKETING

Infogix Enterprise Data Analysis Platform can save you time and money.Visit www.infogix.com or call 1.630.649.6800 (US, Canada andInternational), +44 1242 674 137 (UK and Europe).

About InfogixInfogix helps solve business challenges by analyzing data as it moves through complex business environments to improve the customer experience, corporate profitability and operational efficiency. The Infogix Enterprise Data Platform improves data quality, ensures effective transaction monitoring, provides balancing and reconciliation, identifies and predicts fraud and customer behavior. Infogix provides best-in-class solutions that seamlessly integrate into operations and allow clients to manage highly complex, data intensive business environments. By analyzing, processing and monitoring 100 percent of data in real-time or in batch, Infogix is able to provide proactive and actionable intelligence to manage operational workflows and steps. To learn more visit www.infogix.com or @Infogix.

The Infogix solution enables Marketing teams to create, configure, launch, and control automated marketing programs.