Q:

We have a foreign Telco affiliate which is building an enterprise data warehouse. Would you please tell me about any telco industry benchmarks on revenue gains and/or cost reductions coming from data warehousing?

A:

Sid Adelman’s Answer: The following is a list of applications that various telcos have implemented. Some of the revenue gains and cost reductions should be obvious. Others will be more difficult to quantify.

  • Fixed asset analysis
  • Facility for sales reps to market to volume customers different long- distance packages based on their latest calling patterns.
  • Integrated customer and financial data
  • Work request tracking
  • Customer information systems
  • Exploring product churn
  • Managing strategic accounts
  • Building customer loyalty
  • Market segmentation
  • Target marketing
  • Product development
  • Risk and fraud assessment
  • Customer analysis
  • Which customers are most likely to respond to an offer
  • Which customers are likely to accept new technology
  • Which customers are likely to respond to competitors' offers
  • How much can we expect customers to spend on various products
  • Which prospects (non-customers) are likely to accept our offers
  • Identifying deadbeat customers and not marketing to these customers
  • Identifying potentially profitable market segments
  • Fee tolerance
  • Telemarketing
  • Predictive modeling
  • Merge lifestyle and demographic data to existing customer information

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