PosteMobile: Delivering insights that grow business
You have the tools to analyze the demographic and behavioral data in your client base, but how can you quickly transform those insights into actions that will increase sales and grow your business? PosteMobile – Poste Italiane's mobile virtual network operator -- can show you how.
A process designed to win
The clarity of objectives and project requirements, combined with the ease of integrating the individual application components, contributed greatly to the initiative's success, which was completed in six months in collaboration with technology partner HP.
Intelligent lists and personalized campaigns
"For example," he adds, "the algorithm that uses various fundamental economic indicators can segment and shape a client's behavior over the entire life cycle, thus minimizing churn and promoting cross-selling, up-selling and loyalty. By extracting intelligent lists that are based on a client's future evolution, this tool equips our marketers to implement extremely targeted campaigns in a timely manner. We can now optimize costs and maximize revenue, because we avoid sending messages or promotions to clients who are already loyal and we can concentrate our resources on those clients who need more attention."
Elasticity of spending and propensity for purchasing
Through its focus on business intelligence solutions, Hewlett-Packard helped PosteMobile translate business decisions into competitive advantages, making full use of the company's investment in BI. The project group's efforts were focused on creating a solution that met three goals:
This article was originally published in ita.sas.com.
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Maintain its position as the leading Italian operator for virtual telephone services.
Targeted campaigns that are more timely and relevant, optimized costs and maximized revenues, attention to clients who need it instead of those who do not.
“"By extracting intelligent lists that are based on a client's future evolution, this tool equips our marketers to implement extremely targeted campaigns in a timely manner. We can now optimize costs and maximize revenue, because we avoid sending messages or promotions to clients who are already loyal and we can concentrate our resources on those clients who need more attention."”
Business Support System Development Manager