Digital Marketing – Churn Reduction

Digital Marketing – Churn Reduction

Case Studies, Digital Marketing, Machine Learning
Background One of the biggest issues facing one of the four largest wireless carriers in the U.S. in continually driving growth for their Prepaid business unit was a churn rate running between 6-6.5%. Research showed that the two biggest reasons given by customers for terminating their service and moving to another carrier were finding a perceived better deal elsewhere (37%) and poor coverage (32%). While little could be done to solve the coverage issue, management felt that overcoming the price/value perception would go a long way towards reducing churn and increasing customer lifetime value. The Challenge Past churn save efforts implemented by the Prepaid team to entice customers to stay longer had provided some valuable insights. They had shown that conditional offers were more effective than immediate offers in impacting…
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Digital Marketing – Machine Learning

Digital Marketing – Machine Learning

Case Studies, Digital Marketing, Machine Learning
Background One of the top four wireless carriers in the U.S. with millions of prepaid subscribers was looking for ways to reduce churn and increase revenues generated from their customer base. They primarily relied on SMS and email channels to message their customer base and were seeing response rates to their marketing efforts slowly decline over time. The Challenge Due to the size of the customer base, the myriad of segments and the relatively small marketing team, it was difficult to deliver customized messages that its customers would find both, relevant and compelling. The resulting one-size fits all marketing approach drove results but the over-messaging involved was expensive, drove list fatigue and contributed to customers opting out of receiving future messages. The Solution The carrier selected a big data company…
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