Data analytics requires a significant scientific effort, but the targeted marketing for which it is used requires a bit more art. To combine both in its marketing campaign management efforts, T-Mobile selected SAS Customer Intelligence Software to improve its segmentation and marketing.
T-Mobile’s parent company, Deutsche Telekom AG, named SAS as its international standard for managing marketing campaigns. T-Mobile USA has been using SAS predictive analytics and business intelligence software to uncover trends and patterns in its data.
Philipp von Holtzendorff-Fehling, vice president of marketing at T-Mobile USA, said decision makers are anticipating and managing change better than ever, and with SAS Customer Intelligence, the company will be able to address emerging needs through better segmentation and targeting. “With SAS Customer Intelligence, we’re laying the foundation for continually smarter marketing," he said.
Von Holtzendorff-Fehling also said it helps T-Mobile be more effective in its campaigns and more efficient as well. The Customer Intelligence solution has just been implemented so it is too early to quantify the benefits. However, other components of the SAS portfolio such as its Digital Marketing, improve T-Mobile’s marketing across additional channels, such as e-mail and short messaging.
“Predictive modeling in our industry helps a lot. I have seen take-rates jump from a baseline to five times X or more when you have the right models in place. That is what is possible with the right analytics," von Holtzendorff-Fehling said. “Customers appreciate getting an offer that makes sense, adds value or saves money."
From the SAS Customer Intelligence suite, T-Mobile is initially implementing SAS Marketing Automation to define more targeted segments, prioritize selection rules, manage multiple channels, automate campaigns, and report on results. It will then pair SAS Marketing Automation with Teradata data warehousing technologies.
T-Mobile bought the entire suite so has additional capabilities in its portfolio; however it has not decided which applications to roll out or when.