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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 ...

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
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Casestudy Cequity Value Segmentation Dth Presentation Transcript

  • 1. 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
  • 2. Summary
  • 3. 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.
  • 4. 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
  • 5. 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.
  • 6. 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
  • 7. 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
  • 8. 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