REVIEWER: Archie Man, CEO of Marketing Decision Research Limited (MDR), Hong Kong.
BACKGROUND: MDR is an established marketing research organization with more than a decade of success in Hong Kong and Greater China. It services prestigious organizations such as Hutchison Telecom (the largest telecom organization in Pacific Rim area) and China Light & Power (the largest utility organization in China).
PLATFORMS: Linux 7.0 and Windows 2000.
PROBLEM SOLVED: Most of our telecommunications clients expect to address the following concerns through market research on customer attributes such as demographic data, contracts and account data, technical quality data, and billing and usage data: generate a list of customer contracts that are likely to be cancelled in the near future and target these customers with special promotional campaigns designed to retain them. Our clients belong to different industry verticals, and telecommunications is one of the main verticals. Implementing a comprehensive business intelligence solution for such recurring and ad hoc analysis was proving ineffective, required a lot of internal staff to run and was prohibitively expensive as well. Magma's ASP solution using Mozart Churn Prediction Management System addressed all of these pain points.
PRODUCT FUNCTIONALITY: Mozart uses advanced statistical techniques to analyze historical subscriber behavior and identify the reasons users churn. Predefined data models and data mining algorithms help to produce reports a lot faster. Mozart also offers a single sign-on to administer/manage various clients. Additionally, users receive event- driven real time key performance indicator (KPI) alerts through various channels using Mozart's KPI Server (Web, hand-held, cell phone, etc.).
STRENGTHS: Mozart is open, integrated, modular and extensible. It features reduced risk, rapid implementation and industry- oriented data.
WEAKNESSES: With huge amounts of data, some queries take extra time to crunch/process data and display the results. Also, 3-D views are not yet available for some of the reports.
SELECTION CRITERIA: We saw the benefits very early during a preliminary data study when the solution achieved excellent results with very limited data. We also required vertical industry orientation and integrated models and infrastructure.
DELIVERABLES: Mozart scores subscribers on the likelihood of churning and provides access to rapid, sub- second customer insights across the enterprise to customer-interfacing representatives and other decision-makers.
VENDOR SUPPORT: A high level of technical expertise, 'round-the-clock availability and proactiveness in addressing issues have been highlights of Magma's support, and we are satisfied.
DOCUMENTATION: The documentation is quite exhaustive, though it might not be easy for someone to set up the product based only on the documentation. Some amount of initial technical support is required to get things started.
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