AP (Thailand) Public Co. Ltd.

Predictive analytics used to precisely segment sales campaigns, increasing customer response

Published on 22-Nov-2013

"We gained an unprecedented depth of insight into what our customers are expecting and now focus on operations and marketing campaigns that work best." - Somchai Wattanasaowapak, CIO

Customer:
AP(Thailand) Public Co. Ltd.

Industry:
Wholesale Distribution & Services

Deployment country:
Thailand

Solution:
Big Data & Analytics, Big Data & Analytics: Customers, BA - Business Analytics, BA - Business Intelligence, BA - Predictive Analytics, Smarter Planet

IBM Business Partner:
Business Applications Co. Ltd.

Overview

Based in Bangkok, AP (Thailand) Public Co. Ltd. is one of Thailand’s leading property developers. Founded in 1991, AP develops single detached homes, townhouses and condominiums in metropolitan Bangkok. The company owns and operates more than 40 residential development projects containing more than 20,000 single family units, with plans to launch and complete two dozen new developments by 2015. AP earned revenues of more than USD559 million in 2012 and is listed on the Stock Exchange of Thailand (SET).

Business need:
AP (Thailand) recognized that to remain competitive, it must develop a deep understanding of customer needs and use that insight to transform its marketing initiatives.

Solution:
A sophisticated data analytics solution helps sales professionals anticipate how prospective customers will respond to different marketing campaigns.

Benefits:
The solution expands historical views of business data from 1 to 12 months, revealing a panorama of previously inaccessible information marketing teams use to develop more effective sales campaigns.

Case Study

Based in Bangkok, AP (Thailand) Public Co. Ltd. is one of Thailand’s leading property developers. Founded in 1991, AP develops single detached homes, townhouses and condominiums in metropolitan Bangkok. The company owns and operates more than 40 residential development projects containing more than 20,000 single family units, with plans to launch and complete two dozen new developments by 2015. AP earned revenues of more than USD559 million in 2012 and is listed on the Stock Exchange of Thailand (SET).

The Opportunity
AP (Thailand) recognized that to remain competitive, it must develop a deep understanding of customer needs and use that insight to transform its marketing initiatives. But inefficient data management and ineffective sales programs threatened to undermine the company’s ambitious expansion plans.

What Makes It Smarter
A sophisticated data analytics solution automatically aggregates data from across the company. The system supports precisely targeted market segmentation through predictive modeling, helping sales professionals anticipate how prospective customers will respond to different marketing campaigns.

Real Business Results
The solution expands historical views of business data from 1 to 12 months, revealing a panorama of previously inaccessible information marketing teams use to develop more effective sales campaigns. Precise segmentation increased customer response rates by 10 percent while reducing duplicate mailings that improved customer satisfaction by 5 percent. And the solution cut the data analysis cycle by 57 percent, leading to 50 percent faster delivery of sales promotions.

For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/spss.

To learn more about AP (Thailand) Public Co. Ltd., visit

Products and services used

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

Software:
SPSS Modeler Desktop, Cognos Business Intelligence, SPSS Modeler Server

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America November 2013 IBM, the IBM logo, ibm.com, SPSS and Cognos 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 www.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 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.