CASE STUDY
DTH Subscriber’s Value Segmentation Model
Understanding subscriber’s current value to enhance Loyalty program towards
developing stronger relationship
Client: Large Direct-To-Home Service Provider

Summary

Business Objective
The DTH industry was the most competitive industry in the world with high acquisition cost
and changing tariff plans. To compete the other players client needs to be focus on retaining
it’s valuable subscribers and retain them with attractive offers. The challenge in front of this
for the DTH operator was both the retaining subscribers as well as upgrade the sales with
existing subscribers.
A proactive retention campaign to retain high value customers from less engagement or
churning was the key to increase and protect revenue for any subscriber based business.
The business objective was to identify the profitable and non-profitable subscribers to focus
the marketing campaigns and therefore optimize the marketing spend.

Value Segmentation
Cequity deployed scoring technique to construct the value based segmentation for the DTH service
provider for identifying the subscribers with various value band on historic and observed transactional
data and key business parameters.
Cequity’s
Value
Segmentatio
n
Developmen
t Stages

Value Segmentation Stages
Converted Static data (e.g. date of
Understanding the Transaction activation); Transaction date (e.g. spend)
Behavior Historically
into relational form. Achieved the single view
(single record per subscriber.
Cequity’s
advanced data
management
tools ensured
timely and
accurate data
file generation
from an
extremely
complex
transaction
dataset.

Value Segmentation Stages
Value of a subscriber =
Customer Scoring on the basis of
fn (transaction transaction behavior on key business
behavior on key
business parameters) parameters
Poor Low Value Average Value High Value Premium
Subscribers Subscribers Subscribers Subscribers Value
Subscribers

Results
Cequity’s Value Segmentation model as enabled the DTH service provider to identify the
high value subscribers. Client combines the Value segmentation model with predictive
churn model with for retention offers. Four different campaigns are launched concurrently
to mutually exclusive segments for Cross - sale and Up-sale offers to increase ARPU.
Cequity’s partnership with the DTH service provider is not limited to only Analytics, we
are partnering with the client to support in reporting subscriber database management,
rule based analytical reporting, Dashboards and MIS for Management teams to take
quick business decisions and also for planning; executing and monitoring of the retention
campaigns.
Leading to potential savings of over US$ 2.5 million

Worldwide Offices
INDI A USA
Mumbai Office: 105-106, 1st Floor, Chicago Office: 626, Grove Street, Anand
Estate, 189-A, Evantson, IL 60201
Sane Guruji Marg, Mahalaxmi,
Mumbai-400 011
Phone: +91 22 23000133, 23054039,
Fax: +91 22 23053809
www.CequitySolutions.com
info@CequitySolutions.com