eircom case study
eircom improves broadband acquisition rates with Portrait Customer Analytics
eircom is a long term user of data-driven marketing using customer behavior information for better targeting of up-sell offers, bundled offers and retention across the business. eircom has used Portrait’s analytical modeling capability for over a decade and has gained significant insight and business value from the application of predictive models to different areas of the business. This case study highlights a recent exercise to build propensity-to-buy models for various eircom bundled packages. These packages offer eircom customers greater value in a highly competitive market.
Customer profile
- Principal provider of fixed-line telecommunications services in Ireland
- 68% share of Irish Fixed-Line market
- Meteor, acquired in 2005, is the third largest mobile operator in Ireland
Benefits
- PCA provides customer-level recommendations for best next product or service
- Predictive modeling supports the development of acquisition strategies
- Models enable up to 250% increase in take up of bundled offerings