|San Fransisco, Business Wire -- KXEN, the leading provider of predictive analytics for business users, announced that PT XL Axiata Tbk, a major mobile phone company in Indonesia, has doubled its marketing-campaign take-up rate (the rate at which campaign offers were accepted by customers) with InfiniteInsight™.
''We were able to execute highly targeted marketing campaigns powered by predictive models built on InfiniteInsight™, said Joy Wahjudi, Director of Marketing XL. ''InfiniteInsight™ gives us the agility to compete effectively in a very competitive market.''
Founded in 1996, XL has grown into one of the biggest telecommunications services operators in Indonesia with over 40 million subscribers. XL offers data communication, broadband Internet, mobile communication and 3G services over GSM 900/DCS 1800, and IMT-2000/3G networks.
But XL has had to grapple with a competitive market that is approaching saturation and has seen a reduction in rates to their lowest levels in years. Nearly all of XL’s customers are in pre-paid programs as opposed to longer-term contracts, making switching costs to a competitive carrier low. As a result, customer retention and loyalty are major challenges.
Instead of using traditional reactive retention and loyalty management strategies, XL has taken the initiative to target customers using predictive analytics. Using InfiniteInsight™, XL proactively identifies and targets customers that are at risk to churn, long before the actual damage occurs. Leveraging predictive analytics, XL is now able to deliver next best actions to its customers – delivering the right offer to the right customer at the right time.
XL standardized on KXEN's InfiniteInsight™ after examining other vendors, because of InfiniteInsight's™ rapid deployment, ease of use and the agility it contributed to marketing operations. The XL analytics team created predictive models using InfiniteInsight™ to analyze subscriber characteristics such as product propensity and churn propensity from records of its over 40 million subscribers. The models were tested and revised, and the predictive scores were deployed directly in-database to XL’s data warehouse.
The marketing team used the predictive scores to optimize campaigns for retention, cross-sell, and up-sell across multiple marketing channels. By building propensity models for various products and offers, XL is able to match customer eligibility, inventory availability and profitability to prioritize which offer to present.
''InfiniteInsight™ made predictive analytics fast and easy and has allowed us to realize results quickly,'' said Wahjudi.
''We are excited to be working with a communications leader like XL. We have seen a dramatic growth in adoption of predictive analytics and data mining in Asia-Pacific and are proud to be a part of XL’s success,'' says John Ball, CEO of KXEN. “XL is using predictive analytics to compete in a very tough market and we expect to see continued returns through their use of advance analytics to innovate their business.”
PT XL Axiata - www.xl.co.id
PT XL Axiata Tbk. is one of the major cellular providers in Indonesia. PT XL Axiata Tbk. is 66.6% owned by Axiata Group Berhad through Axiata Investments (Indonesia) Sdn Bhd and Emirates Telecommunications Corporation (Etisalat) through Etisalat International Indonesia Ltd (13.3%), and public (20.1%), and is part of Axiata Group with Robi (Bangladesh), HELLO (Cambodia), Idea (India), MTCE (Iran), Celcom (Malaysia), Multinet (Pakistan), M1 (Singapore), SIM (Thailand) and Dialog (Sri Lanka), to advancing Asia.
KXEN - www.kxen.com
KXEN is revolutionizing the way companies use predictive analytics and data mining to make better decisions. Based on patented innovations, the company's flagship product, InfiniteInsight™, delivers orders of magnitude improvements in speed and agility to optimize every step in the customer lifecycle – including acquisition, cross-sell, up-sell, retention and next best activity. Proven with over 400 deployments at companies such as Bank of America, Barclays, Wells Fargo, Lowe’s, Meredith Corporation, Rogers, and Vodafone, KXEN solutions deliver predictive power and infinite insight™. KXEN is headquartered in San Francisco, California with field offices in the U.S., Paris and London.