Telecommunications provider deploys SPSS predictive analytics to optimize direct marketing campaigns.
Versatel AG, one of the largest providers of voice, internet and data services in the German market, is using predictive analytics software (PASW) from SPSS Inc. (Nasdaq: SPSS) to optimize the management of its marketing campaigns to existing customers. Versatel AG invested in SPSS predictive analytics technology for its Customer Value Management (CVM) department.
Versatel’s CVM department was facing various challenges, including a high percentage of returns for campaigns carried out by external service providers, an undifferentiated approach for campaigns to existing customers, unstructured data management, and a suboptimal campaign process—and system—environment.
Jonathan Überall, head of Versatel’s CVM department, said that Versatel was already familiar with SPSS predictive analytics in several external projects and added that because of its high performance and intuitive user interface it was an easy decision to deploy the SPSS solution to enhance its campaigns.
Kris Hackney, vice president of worldwide strategic accounts and services at SPSS, said, “As technology advances, service and pricing plans evolve and customers have more options, telecommunications companies face increasing competition for customers. Leading organizations like Versatel AG are using our predictive analytics software to better understand and respond to customers’ preferences and needs, increase customer retention, acquire more profitable customers and create more effective cross-selling and up-selling strategies.”
Versatel AG uses various products from the SPSS predictive analytics software portfolio to analyze its internet and telephony customer data, as well as data on product usage, and then deploy the results to optimally target its campaigns to customers. PASW Modeler (formerly Clementine) data mining workbench was implemented within just one month, with SPSS experts providing training for Versatel’s data analysts and campaign managers. In less than six months, PASW Collaboration and Deployment Services platform (formerly Predictive Enterprise Services) and Event Builder campaign optimization engine were also implemented.
Überall continued, “Optimizing direct marketing campaigns to existing customers is a key priority for our business. By using the latest data mining techniques from SPSS, the analysis of our customer base and the entire campaign management process has already substantially improved. We’re now also better able to prevent customer churn and increase the conversion rate of our cross- and up-selling campaigns.”
Predictive Analytics in Telecommunications
Telecommunications organizations worldwide – including 18 of the top 22 global firms – use Predictive Analytics Software from SPSS Inc. to secure an advantage in this highly competitive industry. These firms are gaining a deeper understanding of customers’ attitudes, opinions and behaviors so they can develop more effective customer retention strategies, create cross-sell and up-sell initiatives, better control marketing costs, and detect and prevent instances of fraud.
Availability
The entire portfolio of SPSS Predictive Analytics Software – data collection, statistics, modeling, and deployment – is available by calling 1-800-543-2185.
About SPSS Inc.
SPSS Inc. is a leading global provider of Predictive Analytics software and solutions. The Company’s complete portfolio of Predictive Analytics Software (PASW) products – data collection, statistics, modeling and deployment – captures people’s attitudes and opinions, predicts outcomes of future customer interactions, and then acts on these insights by embedding analytics into business processes. SPSS Solutions address interconnected business objectives across an entire organization by focusing on the convergence of analytics, IT architecture and business process. Commercial, government and academic customers worldwide rely on SPSS technology as a competitive advantage in attracting, retaining and growing customers, while reducing fraud and mitigating risk. Founded in 1968, SPSS is headquartered in Chicago, Illinois. For more information, please visit www.spss.com.
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