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AT&T Broadband Operationalizes Its Market Strategy with Peak Market Center

  • October 01 2001, 1:00am EDT


REVIEWER: Mina Bush-Kennedy, vice president of business services for AT&T Broadband.

BACKGROUND: AT&T Broadband, a business unit of AT&T, is the nation's largest broadband services company, providing analog and digital television entertainment services to approximately 16 million customers across the nation. The company also provides advanced services such as high-speed cable Internet services and competitive local phone service.

PLATFORMS: PeakEffects' Peak Market Center software suite is running on a Microsoft Windows 2000 Server platform with Oracle8i and user access via a Web browser.

PROBLEM SOLVED: We needed to create an integrated view of prospective customers for our high-speed data and telephony services overlaid against our deployed network and operational capabilities. Once this information was implemented, we also needed applications that would allow us to use the data mart to drive market strategy, product management, operations and sales activities to generate revenue growth and maximize ROI.

PRODUCT FUNCTIONALITY: We deployed an integrated marketing database comprised of Dun & Bradstreet business data, demographics, telecom estimators and predictors, and aggregate building data along with our own serviceability and franchise maps. We are using the Peak Market Center MarketAnalytics module to profile, score and segment our target markets and the GeoMarketing module to visually evaluate the geographic proximity and serviceability of those target segments. Additionally, we are using the BuildingManager module to capture and manage building-specific information from our field operations representatives. We are also integrating the product catalog information from our other systems with the ProductConfigurator module so that our sales force can use the application to provide accurate and relevant product quotations.

STRENGTHS: The Peak Market Center software suite specifically addresses the needs of broadband communications companies such as ours. It provides the features necessary to address our business problem in a package that is easy to use and fully integrated across all modules. Also, its integration with the Dun & Bradstreet data and the aggregated building-level data provides a strong foundation that reveals the specific prospect information we require for our market analysis. Additionally, the standard data model can be quickly deployed and the Web-based architecture makes the software modules easy to deploy, use and maintain.

WEAKNESSES: The initial deployment experienced some large query performance problems on the current hardware configuration. PeakEffects implemented additional performance tuning and will be moving us to a configuration that separates the database server from the application server. Also, the product lacks campaign management functionality, but PeakEffects advises that module is currently in development.

SELECTION CRITERIA: AT&T Broadband needed to combine business prospect, building and geographic network information with analysis and marketing applications to tie together market strategy with network and sales activities. We considered integrating numerous, best-of-breed horizontal point solutions, but found that approach to be quite costly and time-consuming. We chose the Peak Market Center software suite because it clearly addressed our needs, had an integrated data mart and could be deployed in 30 days. Additionally, we liked the fact that it was available via an intranet and found the Web-based interface easy to use and deploy to multiple users.

DELIVERABLES: We now have an integrated marketing data mart from which we can profile prospective buildings and customers, develop propensity scores and market segments, and visually map that market information to existing capital deployment. We can also capture and use building serviceability information learned from field surveys. This gives us insight to provide our sales channels with highly targeted, serviceable prospects and make market-based decisions about where to deploy our resources.

VENDOR SUPPORT: PeakEffects' support for their product has been excellent. They provided a very fast implementation that met our time-to-market needs. We have had a few performance problems, but PeakEffects has provided the necessary technical resources to understand the issues and get them resolved.

DOCUMENTATION: The online documentation provided with Peak Market Center is both comprehensive and easy to understand. Although context-sensitive help is not available, we found it easy to navigate and were up and running on the product prior to formal training purely through the use of the online help.

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