Ufone

What if you could be sure that your campaign marketing dollars were targeting the right customers, at the right time?

Published on 31-Dec-2012

Validated on 15 Jan 2014

"Timely, accurate and targeted marketing campaigns are key to helping reduce churn, targeting the right subscribers with the right messages." - Faisal Khaliq, CIO, Ufone

Customer:
Ufone

Industry:
Telecommunications

Deployment country:
Pakistan

Solution:
BA - Business Analytics, BA - Business Intelligence, BA - Predictive Analytics, Big Data, Big Data & Analytics, Big Data & Analytics: Customers, Industry Framework , Smarter Computing, Smarter Marketing, Smarter Planet

Smarter Planet:
Smarter Communications

Overview

With a network covering 10,000 locations, Ufone’s base of subscribers has risen to more than 20 million in less than a decade. The company currently supplies international roaming to over 288 operators in more than 160 countries.

Business need:
Ufone needed to ensure that its marketing campaigns targeted the right customers before they left the network. It also needed to keep its higher-usage customers happy with campaigns offering services and plans that were right for them.

Solution:
An advanced analytics solution analyzes call detail records and flags customers who fit the profile for a particular campaign. Because data is captured and analyzed in near-real time, the company can issue the offer in a timely manner, and measure and correlate customer response directly to that campaign or offer.

Benefits:
Predictive analytics is expected to improve the campaign response rate from about 25 percent to at least 50 percent with better models, and campaigns targeted to customers’ unique tastes; CDRs can be analyzed within 30 seconds, instead of requiring at least a day to be loaded into a data warehouse with the previous campaign management solution; Expected to reduce churn by approximately 15 – 20 percent

Case Study

With a network covering 10,000 locations, Ufone’s base of subscribers has risen to more than 20 million in less than a decade. The company currently supplies international roaming to over 288 operators in more than 160 countries. Ufone’s focus on the citizens of Pakistan has given them up-to-date modes and services that enable them to communicate at reasonable prices.

The Opportunity:

Communications companies are always competing for the same pool of customers, and if marketing campaigns go off target, the results in lost revenue and customers can be devastating to a company. Marketing campaigns are difficult to handle and to manage. There is often no direct ability to correlate campaigns with earned business. Ufone was running various campaigns around the year to engage and retain customers who are either using the service sparsely or were on the verge of leaving the network. It needed to ensure that its marketing campaigns targeted the right customers before they left the network. It also needed to keep its higher-usage customers happy with campaigns offering services and plans that were right for them.

What Makes it Smarter:

By implementing an advanced campaign management solution, Ufone can now target campaigns to specific groups of customers in near-real time. An advanced analytics solution analyzes call detail records (CDRs) and flags customers who fit the profile for a particular campaign, such as a person who sends 10 text messages within 10 minutes, or one who only uses their phone twice in a billing period. Because data is captured and analyzed in near-real time, the company can issue the offer in a timely manner, and measure and correlate customer response directly to that campaign or offer. Predictive analytics helps the company refine future campaigns based on past results, helping reduce churn through satisfied customers.

Real Business Results:

  • Predictive analytics is expected to improve the campaign response rate from about 25 percent to at least 50 percent with better models, and campaigns targeted to customers’ unique tastes
  • CDRs can be analyzed within 30 seconds, instead of requiring at least a day to be loaded into a data warehouse with the previous campaign management solution
  • Expected to reduce churn by approximately 15 – 20 percent

For more information

Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/communications

To learn more about Ufone visit: www.ufone.com

Products and services used

IBM products and services that were used in this case study.

Hardware:
Power 795, Power Systems, Power Systems running AIX 6

Software:
Cognos Business Intelligence, InfoSphere Streams, SPSS Modeler Server, IBM Campaign

Service:
GBS BAO: Business Analytics and Optimization Strategy, Software Services for Information Management

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States December 2012 IBM, the IBM logo, ibm.com, AIX, Cognos, Global Business Services, InfoSphere, Power, Power Systems and SPSS are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.