Case Study: Grameenphone achieves a 20.3% campaign take-up and reduces churn with SAS

Churn prediction, segmentation analysis boost marketing campaigns

Grameenphone, Bangladesh’s leading mobile operator with nearly 40 million subscribers, faced slowing growth in 2012 as urban penetration saturated, ARPU fell below US$4, and churn rose—especially among the most profitable prepaid customers—while competition intensified. The company needed to protect and grow revenue from its existing base by understanding customer behavior and preventing high-value customers from becoming inactive.

Using SAS Enterprise Miner and SAS Forecast Server, Grameenphone built segmentation and churn‑prediction models (10 broad segments covering 27 million subscribers with further subsegments) and ran 62 targeted microcampaigns averaging 500,000 subscribers each. Campaign take-up jumped to 20.3% (from 3–5%), incremental revenue per customer rose by BDT 20 (~US$0.25), churn was reduced, revenue per subscriber increased, and SAS Marketing Automation shortened time to market—delivering a strong ROI.

Grameenphone

Asif M.K. Bashar Khan

Deputy General Manager of BI Planning and Systems