Case Study: PosteMobile achieves increased customer loyalty and revenue with SAS Analytics

Targeted marketing leads to increased customer loyalty, revenue

PosteMobile, Poste Italiane’s mobile virtual network operator, needed to turn abundant customer demographic and behavioral data into timely CRM actions to maintain its lead in Italy’s virtual-telephony market. Without adequate analytics, marketers couldn’t reliably target offers or prevent churn, so the company set out to equip its teams with data-driven tools for more relevant campaigns.

Using SAS Analytics (with ETL, data‑mining, reporting, scheduling and security components, deployed with HP), PosteMobile built models for customer lifecycle/churn, propensity to buy value‑added services, and spending elasticity. The platform produces “intelligent lists” for highly targeted campaigns, reducing wasted promotions to loyal customers, optimizing marketing costs, boosting revenue and customer profitability, and strengthening loyalty and satisfaction.

PosteMobile

Vincenzo Imbriani

BSS Manager