TalkTalk to unlock customer insights from big data with SAS® Analytics
SAS will help TalkTalk harness growing volume and variety of data with better modelling and predictive analytics
24 October 2012 - SAS, the leader in business analytics software and services, today announced that TalkTalk, the broadband, home phone and mobile company, is embarking on a major big data analytics initiative to help enhance customer management and retention. TalkTalk will use SAS Analytics to better model and predict customer patterns, trends and behaviours, as well discover new and unexpected trigger points and market segments.
TalkTalk has over 4.8 million UK broadband, home phone and mobile customers, but in a saturated market customer retention and cross- and up-sell opportunities are the primary focuses for the business. TalkTalk has worked over the last few years with SAS to integrate over 12 data sources to create a single customer view. The result is a 10 terabyte pool of customer data that TalkTalk is now applying SAS analytics to identify levers, triggers and trends in its customer base.
The SAS big data analytics project is in its early stages but TalkTalk has already seen early benefits that give the analytics team optimism for even greater progress in the future. By modelling its customers using SAS, TalkTalk has evolved from finding single levers of behaviour to multiple levers working in combination that impact customer behaviour, as well as better segmentation of high/low value and high/low risk customers. This greater level of insight powered by SAS allows TalkTalk to proactively engage with the right customers at the right time using the most personalised information to reduce churn and offer other relevant products in its portfolio.
As TalkTalk continues on its big data journey, the analytics team expect the volume, velocity and variety of data to grow significantly as they add more data sources such as social media and unstructured data from TV including data from its sponsorship of The X Factor. By putting in place the data management and analytics foundations, TalkTalk can now easily handle the data challenges over next few years, while having confidence in the insights SAS will extrapolate to make better decisions. In the near future, TalkTalk plans to introduce predictive analytics capabilities from SAS to get even better answers and insights from its customer data.
Mark Wilkinson, managing director, SAS UK & Ireland, said, "We have worked with TalkTalk for a number of years and to partner with them on this strategically important big data programme is testament to our ability to analyse big data better and faster than anyone else. Even though we are just starting on the project, we have already unearthed new customer insights and as we apply more rigorous models and predictive analytics, we expect to really unlock the value of their big data."
SAS is the leader in business analytics software and services, and the largest independent vendor in the business intelligence market. Through innovative solutions, SAS helps customers at more than 60,000 sites improve performance and deliver value by making better decisions faster. Since 1976 SAS has been giving customers around the world
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