Enerjisa, one of the largest vertically integrated energy companies, builds on SAS® Data Management for long-term customer intelligence, analytics
SAS and Enerjisa in Turkey envision analytics landscape of the future
Enerjisa recognized that building on a reliable and accurate data foundation was crucial for reaching its customer intelligence and analytics goals. The SAS® Data Management solution met all of Enerjisa’s data quality and data integration requirements, and with a Turkish version already available, it also proved swift to implement.
Enerjisa in Turkey serves 9 million customers with its generation, distribution, wholesale, trading and retail activities. Prior to SAS, it kept customer data on different systems and in different formats for data cleansing and analytics purposes. To enable the various business areas to operate more efficiently, Enerjisa needed to create a single source of customer data that would be easy to access for all departments for advanced analytics purposes.
The first stage of the data management project ensured a consistent data flow between SAS and Enerjisa’s operational systems. Once that link was established, SAS worked with consultant Sade Yazılım to determine rules for data validity. The data was then cleansed and standardized for all customer data fields, including telephone number, email and address. Additionally, data was consolidated to prevent a customer from being stored in multiple records on the system.
Next came data enrichment – matching Enerjisa customer data to data from external entities, such as chambers of commerce and central civil registration systems. Data enrichment increased the completeness rates of customer details by 30 percent. More reliable customer contact details improved rates of successful contact and business results considerably.
“Through these data quality projects, we reduced the number of total customer records in our systems by 25 percent and significantly increased successful contact rates at the same time,” said Yetik Mert, CEO at Enerjisa. “These efforts ensure we have a strong foundation to help us reach our long-term vision for customer intelligence and analytics. Retaining satisfied customers in deregulated energy markets requires a combination of the best energy services, the right customer communication channels, and the optimal marketing campaigns.”
Since 2010, Enerjisa has also relied on SAS forecasting solutions for short-term demand forecasting. By using SAS, Enerjisa has increased its demand accuracy on the day-ahead market. Enerjisa and SAS are currently working on mid- and long-term demand forecasting, as well as internal audit, predictive modeling and customer segmentation.
The continued collaboration between the two companies was showcased during meetings at SAS’ headquarters in Cary on Feb. 19, 2015. Top executives from both companies, including Enerjisa CEO Yetik Mert, Enerjisa CIO Gül Erol, SAS CEO Jim Goodnight, SAS Executive Vice President Carl Farrell and SAS Turkey Country Manager Hakan Erdemli, met to discuss Enerjisa’s strategic analytics goals.
Enerjisa was founded in 1996 as an auto-producer company to supply the electricity need of Sabancı Group Companies. Enerjisa aims to become the market leader in the electricity sector within a vertically integrated structure by combining generation, distribution, wholesale, trading and retail activities.
Enerjisa completed the 50% partnership process with E.ON, one of the world’s biggest private owned electricity and natural gas companies, in April 2013. Enerjisa aims to create value for its stakeholders, customers, employees, suppliers and the community by evaluating the opportunities in the sector. Uninterrupted development of process and systems to protect and reinforce its competitive place in the market is one of the main objectives of Enerjisa.
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