Armeta, Data Warehousing: A Wireless Phone Company Augments Marketing Initiatives with Web-Based Analytics

A highly innovative wireless phone manufacturer has been able to capture copious market share but cannot prove it with marketing metrics. Due to rapid growth, the pace of technical change within the industry and a highly tuned manufacturing focus, one global wireless company did not have access to reliable and complete data on customers and sales channels to capitalize on retention and cross/up sell opportunities. What marketing trends and metrics can be discovered by analyzing existing customer information? How can a leading wireless phone manufacturer sustain its competitive advantage and market share by leveraging existing data to fuel actionable marketing programs?

Solution: Distributed Access to Information

To maximize analytic output, Armeta cleansed and normalized over a quarter million customer registration records that were stored in multiple formats across disparate systems. Processes and procedures were created and implemented to outsourced survey vendors responsible for collecting customer data to ensure future consistency in data formats, structure and nomenclature.

A complete data mine was performed on the collected data, which resulted in detailed metrics about customer demographics, feature preferences, channel and phone model performance trends. To allow for on-going trend analysis, Armeta developed an online web portal, which is updated monthly with new customer records. Users have the ability to download monthly trend reports and can use a series of parameters to query the data to enhance customer-centric marketing initiatives.

Result

Accessible, accurate and complete customer data has resulted in a shift in this wireless phone company´s marketing approach – from ad hoc to targeted. Marketing programs now focus on electronic-savvy customers most apt to repeat phone and accessories purchases. Channel managers can now easily track and compare variances between the performance of on and off line sales channels. The marketing departments have been empowered to impact their company’s wireless profitability by having the right analytical information at their fingertips.

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Proven Results Overview Market Insights Enhanced Sales Effectiveness Improved Analytic Capabilities Maximized ROI Case Studies	Armeta Home > Proven Results > Case Studies Data Warehousing: A Wireless Phone Company Augments Marketing Initiatives with Web-Based Analytics Business Challenge A highly innovative wireless phone manufacturer has been able to capture copious market share but cannot prove it with marketing metrics. Due to rapid growth, the pace of technical change within the industry and a highly tuned manufacturing focus, one global wireless company did not have access to reliable and complete data on customers and sales channels to capitalize on retention and cross/up sell opportunities. What marketing trends and metrics can be discovered by analyzing existing customer information? How can a leading wireless phone manufacturer sustain its competitive advantage and market share by leveraging existing data to fuel actionable marketing programs? Solution: Distributed Access to Information To maximize analytic output, Armeta cleansed and normalized over a quarter million customer registration records that were stored in multiple formats across disparate systems. Processes and procedures were created and implemented to outsourced survey vendors responsible for collecting customer data to ensure future consistency in data formats, structure and nomenclature. A complete data mine was performed on the collected data, which resulted in detailed metrics about customer demographics, feature preferences, channel and phone model performance trends. To allow for on-going trend analysis, Armeta developed an online web portal, which is updated monthly with new customer records. Users have the ability to download monthly trend reports and can use a series of parameters to query the data to enhance customer-centric marketing initiatives. Result Accessible, accurate and complete customer data has resulted in a shift in this wireless phone company´s marketing approach – from ad hoc to targeted. Marketing programs now focus on electronic-savvy customers most apt to repeat phone and accessories purchases. Channel managers can now easily track and compare variances between the performance of on and off line sales channels. The marketing departments have been empowered to impact their company’s wireless profitability by having the right analytical information at their fingertips.	Technical Expertise Our experienced professionals have vast experience in OLAP, databases, development languages, business intelligence and CRM products: See More
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Data Warehousing: A Wireless Phone Company Augments Marketing Initiatives with Web-Based Analytics

Business Challenge

Solution: Distributed Access to Information

Result