Case Study: Major Wireless Telecommunications Company achieves 100% increase in response rate and millions in revenue with FICO's custom ML model

How a major telco uses machine learning to build marketing response models

A major U.S. wireless carrier—known for strong customer service and rapid growth—faced a marketing challenge: it was making high-value campaign decisions using a generic credit-bureau response model and working across siloed teams, which limited personalization and led to inefficient spend and missed opportunities specific to telecom products and plans.

The company engaged FICO to build a telecom-specific machine learning response model that combined credit bureau and historical campaign data to score and segment prospects, enable personalized outreach, and allow rapid recalibration. The first campaign using the model more than doubled response rates (>100% uplift), generated millions in incremental revenue, reduced communication costs, and improved decision speed for future campaigns.