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KXEN's InfiniteInsight Improves Marketing Campaign Take-Up Rate for PT XL Axiata

By Calvin Azuri
TMCnet Contributor

KXEN, provider of predictive analytics for enterprise customers, announced that its InfiniteInsight solution offering has effectively doubled marketing-campaign take-up rate for PT XL Axiata Tbk, an Indonesian based telecommunications services operator, which currently serves more than 40 million subscribers. XL delivers customers with a suite of services which include data communication and broadband Internet services, mobile communication as well as 3G services via GSM 900/DCS 1800, and IMT-2000/3G networks.

Although the company has an expanded its base of operations across South East Asian regions, stiff market conditions, and staggering number of competitors within the industry have led to a sharp fall in their pricing structure. Majority of the company's customers subscribe to pre-paid programs and currently the company is facing challenges to holding on to its customer base.

To help it address the challenges of a depleting customer base, XL decided to deploy a predictive analytics tool as opposed to traditionally employed reactive retention and loyalty management avenues. InfiniteInsight from KXEN has been designed to both identify and target customers who are considering switching. The tool has helped XL provide its customers with optimized offers at the opportune moment.

In a release, John Ball, CEO of KXEN, said, “We are excited to be working with a communications leader like XL. We have seen a dramatic growth in adoption of predictive analytics and data mining in Asia-Pacific and are proud to be a part of XL’s success. XL is using predictive analytics to compete in a very tough market and we expect to see continued returns through their use of advance analytics to innovate their business.”

The decision to deploy the KXEN InfiniteInsight predictive analytics tool was taken after XL had explored a variety of other alternatives. Benefits provided by InfiniteInsight such as faster deployment, ease in use and aggressive agility contributed to the decision behind its deployment. The analytics team at XL leveraging InfiniteInsight designed predictive models which helped in analyzing consumer behaviour with respect to product propensity and churn propensity. The team carried out testing and revisions of the models and the resulting predictive scores were then directly deployed in-database to the XL data warehouse. Marketing campaigns were further optimized for enabling retention, for cross-selling and up-selling over a number of different marketing avenues. The creation of propensity models for the different products and services of XL has helped the company in effectively matching and prioritizing offers based on customer eligibility, available inventory, as well as profitability.