Versatel AG has opted for Predictive Analytics Software, or PASW, from SPSS (News - Alert) to optimize its marketing campaigns to existing customers.

 

SPSS is a provider of Predictive Analytics software and solutions and Versatel AG is a German telecommunications provider. The Predictive Analytics Software makes use of SPSS’ unique technology that encapsulates advanced mathematical and statistical expertise to extract predictive knowledge that when deployed into existing processes makes them adaptive to improve outcomes.

 

In today’s competitive environment customers have more options as telecom companies are charting out new services and pricing plans to stay ahead. In order to make their newer services successful, telecom companies are making use of analytics to better understand and respond to customers’ opinions and demands so they can develop more effective customer retention strategies, create initiatives, and better control marketing costs.

 

Instead of attaining beneficial results the Versatel’s Customer Value Management department was facing various challenges, including a high percentage of returns for campaigns carried out by external service providers, an undifferentiated approach for campaigns to existing customers, unstructured data management, and a suboptimal campaign process- and system- environment.

 

So, Versatel decided to invest in SPSS Predictive Analytics technology for its Customer Value Management department. Versatel has stated that the high performance and intuitive user interface of the SPSS software made the decision to purchase and deploy SPSS to improve their marketing campaigns easy.

 

Versatel AG uses various products from the SPSS Predictive Analytics Software portfolio to analyze its internet and telephony customer data, as well as data on product usage, and then deploy the results to optimally target its campaigns to customers. Using the SPSS solution the company can gather and analyze direct feedback – harnessing the vital voice of the customer to improve marketing research and brand evaluation.

 

Jonathan Überall, head of Versatel’s Customer Value Management department has stated that the use of the latest data mining techniques from SPSS has enabled them to reduce customer churn effectively and increase the conversion rate of their cross- and up-selling campaigns.

 

SPSS had partnered with automated language translation company Language Weaver and had unveiled PASW Data Collection 5.6.