SAS® Campaign Management helps Reliance reach profitable customers

With SAS® Analytics, Reliance acquires 6 million mobile subscribers each month

In India, telecommunications price wars beat down prices and flatten profit margins. Reliance Communications, India's largest private sector information and communications company, knew low prices and a state-of-the-art network were just the beginning in capturing customer loyalty. The company needed a marketing analytics powerhouse to help it win and keep profitable customers. Reliance called on SAS® Customer Intelligence from the leader in business analytics to optimize campaign management and nurture its best customers. Understanding the needs of 150 million individual customers requires integrating, cleaning and analyzing huge data volumes, which SAS handles with ease. Customers have responded: Since implementing SAS Analytics, marketing campaign effectiveness is up.

"Prepaid campaigns can draw on a billion-and-a-half records," said Amitava Ghosh, Senior Vice President at Reliance Communications. "Executing the campaigns manually would be operationally intensive. With SAS, the entire customer segmentation, campaign list generation, and campaign relay are all built into one platform which makes campaign design and execution simple. Now, all lines of business run automated campaigns without IT help and at a very low cost.

"Marketing campaigns are generating significant ROI for us. With SAS Analytics, Reliance now acquires 6 million mobile subscribers a month. Each day, we send several million customers text-message offers supported by SAS. Using SAS for customer value management, Reliance marketers know which products and prices to offer micro-segments, and we develop more profitable customer relationships than we ever could before."

SAS Customer Intelligence is the most comprehensive suite of integrated enterprise marketing solutions on the market. Solutions include SAS for Customer Experience Analytics, SAS Digital Marketing, SAS Marketing Automation, SAS Social Media Analytics and SAS Real-Time Decision Manager. Customers worldwide using SAS to support customer initiatives include Cabela's, DeutschlandCard, First Citizens Bank, Grupo Santander, MBNA, Staples, US Bank and Wakefern Food Corp.

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