Telefonica: Creating a competitive edge with predictive analytics for telecommunications
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Transcript of Telefonica: Creating a competitive edge with predictive analytics for telecommunications
Telefonica wanted to improve its marketing processes, reduce time spent developing and implementing campaigns and optimize its customer interactions.
The company enacted a closed-loop process that would use customer behavior to generate targeted marketing campaigns that really worked.
Telefonica used call data, demographics and predictive modeling to reach out to customers and offer them products and services that match their needs and lifestyles.
Demographics
Call data
Predictive modeling
Call data
Customer fatigue caused by blanket marketing and no personalization.
Jenny receives a text giving her a discount for upgrading her plan before she goes over her minutes again.
Before After
Hi Jenny- Upgrade now!
Telemarketing Email
TextDirect mail
Before AfterDemographics
Telemarketing
Customer fatigue caused by blanket marketing and no personalization.
Anthony receives a call with an incentive to add a smart tablet to his line.
Hi Anthony,We have a great deal on a new smart tablet and data package for you!
TextDirect mail
Myra receives an email announcing a sale on the new phone that she’s been researching online.
Before AfterPredictive modeling
Telemarketing
TextDirect mail
Customer fatigue caused by blanket marketing and no personalization.
increased revenue generated from direct marketing efforts
Real business results from Telefonica/Vivo
30%
Increased sales by
on days that campaigns are launched
Real business results from Telefonica/Vivo
5x
Real business results from Telefonica/Vivo
Increased the opt-in rate by
for customers who receive marketing messages through improved targeting and segmentation
70%
For more information download the Telefonica case study.
For more information visit the solution page.