O2 analyses customer calls they are driving iPhone sales

Analysing customer data helps O2 to fine-tune its marketing and concentrate on the most lucrative customers.

The telecommunications giant told the Gartner Business Intelligence conference working in london that by running analytics on its customers’ calling records it may identify patterns between customers and see the roles they play within their social systems. O2 then uses the insight to recognize at whom to focus on particular marketing campaigns.

For instance, the organization could make use of the intelligence to recognize the “influencer” inside a group which help drive sales from the Iphone.

“We are able to see [in the calling patterns] how valuable one is in several buddies, [as] you want to talk to that certain influencer who’ll pass the content on,” stated James Morgan, mind from the Customer Intelligence Center (CIC) Telefonica O2 United kingdom.

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He stated that by individuals influencer, the individual that appears to be an earlier adopter and also to get the word out, O2 could measure the prosperity of the iPhone promotion by seeing the number of individuals the influencer’s network continued to purchase the handset. Purchases made after conversations required place “lower the pub” would be also counted.

O2 may also make use of the customer information to assist it expose cell phone people to other O2 services and products, including music venues and residential broadband, and for customer growth and retention.

“When they [the influencer] calls another network, provide them with a deal to create them [the individual on another network] on [to O2].

“Furthermore, when they [ an influencer] leave, their buddies are 10 occasions more prone to leave, so that you can go and retain them , and you may also search for triggers and act upon it instantly,” stated Morgan.

O2 stores “helpful” customer information inside a Teradata data warehouse, and uses software from Ab Initio to handle the data. Other business intelligence tools the telco uses include MicroStrategy for data reporting and Unica and SAS for analytics, which could run natively around the data warehouse.

In addition, Morgan stated it had been “very transformational” for that business, with the MicroStrategy tool, so that you can create dashboards that may be delivered not just through the intranet, but additionally on cellular devices, like the iPhone and iPad, to ensure that reports can be simply utilized.