Vodafone Hungary deepens its business insight

Leveraging predicative analytics to boost sales with help from IBM

Published on 25-Jan-2012

Validated on 01 Jul 2013

"I would count SPSS Modeler among the best data management software in the world, and from a professional point of view it’s definitely a worthwhile investment." - Piroska Hózer, Head of Reporting, Analysis and Systems, Vodafone Hungary

Customer:
Vodafone Hungary

Industry:
Telecommunications

Deployment country:
Hungary

Solution:
Business-to-Business, BA - Business Analytics

IBM Business Partner:
Clementine Consulting

Overview

One of the major players in the Hungarian telecommunications market, Vodafone made its debut on the market in 1999 as the third service provider in this industry. Vodafone Hungary is a service provider of integrated technology, with a portfolio that contains mobile communications, mobile internet, and broadband data services for residential and business customers alike. The company headquarters are located in Budapest, with telephone-based customer services in Miskolc.

Business need:
Vodafone Hungary uses analyses and reports generated by IBM SPSS software in almost every area of its business. The company wanted to upgrade to the latest version to gain the benefit of its predictive analytics capability.

Solution:
Vodafone Hungary updated IBM® SPSS® Modeler and IBM SPSS Collaboration and Deployment Services. The total solution took six months to implement, with support from Hungarian SPSS Business Partner Clementine Consulting and international consultants from IBM.

Benefits:
Improves user experience with IBM SPSS Modeler’s visual programming interface. Empowers people across the organisation to generate their own reports for day-to-day questions, allowing IT staff to focus on more valuable activities. Enables staff to determine the most effective special offers through predictive analysis.

Case Study

Vodafone is one of the largest mobile telecommunications companies in the world. It serves approximately 382 million customers in over 30 countries on five continents, and has more than 40 partner networks.

One of the major players in the Hungarian telecommunications market, Vodafone made its debut on the market in 1999 as the third service provider in this industry. Vodafone Hungary is a service provider of integrated technology, with a portfolio that contains mobile communications, mobile internet, and broadband data services for residential and business customers alike. The company headquarters are located in Budapest, with telephone-based customer services in Miskolc.

Effective assistance in every business area
Vodafone uses analyses and reports generated by SPSS software to support almost every area of its business. At the user level, the tools are used by the central analytics team, as well as analysts in the residential and corporate divisions.

“IBM SPSS Modeler software assists the work of sixteen analysts in total, and SPSS Statistics Base is used by five,” says Piroska Hózer, Head of Reporting, Analysis and Systems at Vodafone Hungary. “We needed the SPSS Modeler and CADS [Collaboration and Deployment Services] infrastructure to extract valuable business insights from our ever-increasing data resources. The solution can be used directly by analysts in different business areas.”

SPSS Modeler is used for both ad hoc and more complex analyses, as well as for those which need to incorporate data from several sources. The software is also used for scheduling various weekly and monthly models.

With the software, descriptive analyses of target groups for marketing purposes can be prepared quickly, as can short- and long-term predictions to help track projections against actual data. Vodafone Hungary’s staff use the software to create quarterly analyses for specific business sectors.

“We monitor the past performance of our various business segments to try to find an explanation for any unexpected deviations from projected figures,” explains Piroska Hózer. “This insight is leveraged to help different business areas formulate their optimal special offer plans. We also use the predictive analytics capability of SPSS Modeler to helps us simulate the expected effects of possible new pricing packages or services, and use the results to decide when and where is best to roll them out.”

Faster, more effective analytics with IBM SPSS software
As different business areas have easy access to corporate data, the decision-making process has been streamlined. “Vodafone is a player in a rapidly changing market; we cannot afford to waste time if the business side has questions, but all the knowledge for answering those questions is in the hands of IT,” says Piroska Hózer.

“Today, employees in business areas are empowered with the ability to find the answers to frequently asked questions themselves. Naturally, for more complex tasks, it is still essential to have an IT team with in-depth knowledge of the data, as well as the technical skills to make most effective use of it.”

Professional analytics software also makes it possible for a competent analytics team to find answers to more complex and multi-faceted questions quickly and easily.

“SPSS Modeler provides the full range of support for analytics processes, and CADS organises the outcomes of analyses systematically with version-tracking for other analysts,” says Szabolcs Mihály, Analysis and Data Mining Manager at Vodafone Hungary.

“We are one of the only companies using CADS in Hungary. The system is a great help to the analysts, as it saves them time and energy. New models can be implemented extremely quickly with the help of our SPSS Modeler and CADS infrastructure, which results in other systems also getting rapid access to them.”

IBM SPSS Modeler is user-friendly
SPSS Modeler is highly intuitive, as it provides a visual approach to programming. “Nevertheless, some experience is needed for its use, as various parameters have to be set correctly to ensure that the results of the analysis make sense,” explains Mr Mihály.

Many employees from the company have already attended basic and advanced IBM SPSS Modeler training courses at IBM Hungary, where experts help users learn how to use the software. Users agree that the analytical functions in Modeler are excellent, with the additional benefit of being able to visualise the outcomes.

“I would count SPSS Modeler among the best data management software in the world, and from a professional point of view it’s definitely a worthwhile investment,” says Piroska Hózer.

“We are very satisfied with SPSS Modeler, and it meets all of our business needs. We intend to continue using SPSS products into the future, partly because of this positive experience, and partly because we appreciate the fact that experts can be contacted locally and physically here in Hungary to offer assistance with any issues we may encounter.”

Ringing in the new with SPSS Modeler version 13
In addition to updating the Modeler clients, server and CADS, the conversion from IBM SPSS Modeler version 11 to version 13 also included tailoring the CEMI module to the company’s needs. The total solution took six months to implement, with support from Hungarian and international consultants from IBM.

“We operated with the legacy infrastructure right up until the launch of the new version,” says Szabolcs Mihály, “We ran both systems in parallel for a few weeks, so there would be no problems of any kind, and so that we could keep working on our daily tasks without a hitch.”

About IBM Business Analytics
IBM Business Analytics software delivers actionable insights decision-makers need to achieve better business performance. IBM offers a comprehensive, unified portfolio of business intelligence, predictive and advanced analytics, financial performance and strategy management, governance, risk and compliance and analytic applications.

With IBM software, companies can spot trends, patterns and anomalies, compare “what if” scenarios, predict potential threats and opportunities, identify and manage key business risks and plan, budget and forecast resources. With these deep analytic capabilities our customers around the world can better understand, anticipate and shape business outcomes.

Products and services used

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

Software:
SPSS Modeler, SPSS Collaboration and Deployment Services, SPSS Statistics Base

Legal Information

© Copyright IBM Corporation 2012. IBM Hungary Ltd., Neumann János u. 1., H-1117 Budapest, Hungary. Produced in Hungary, January 2012. IBM, the IBM logo, ibm.com, and SPSS are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of other IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. Other company, product or service names may be trademarks, or service marks of others. IBM and Clementine Consulting are separate companies and each is responsible for its own products. Neither IBM nor Clementine Consulting makes any warranties, express or implied, concerning the other’s products. References in this publication to IBM products, programs or services do not imply that IBM intends to make these available in all countries in which IBM operates. Any reference to an IBM product, program or service is not intended to imply that only IBM’s product, program or service may be used. Any functionally equivalent product, program or service may be used instead. All customer examples cited represent how some customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics will vary depending on individual customer configurations and conditions. IBM hardware products are manufactured from new parts, or new and used parts. In some cases, the hardware product may not be new and may have been previously installed. Regardless, IBM warranty terms apply. This publication is for general guidance only. Photographs may show design models.