Case Study: a leading telecommunications company improves testing and marketing ROI with Applied Predictive Technologies

Improving Test & Learn Process at a Telecom Operator

A leading telecommunications company was struggling with its manual test and control analysis process, which was slow, prone to bias, and limited in scope. This prevented executives from accurately evaluating initiatives and understanding the true cause-and-effect of their actions, such as how post-promotion price increases impacted customer churn. The company turned to Applied Predictive Technologies and its Test & Learn® software to overcome these challenges.

Applied Predictive Technologies implemented its Test & Learn® platform to automate and improve the quality, speed, and scope of the company's experimentation. The solution provided specific, data-driven recommendations, such as identifying that targeting 35% of households with direct mail would capture 70% of the benefit and rank-ordering zip codes by expected ROI for digital ads. This enabled the telecom to double the ROI on its marketing investments and confidently reallocate spend across channels for maximum profitability.