Byline: edison d. ong
Juan de la Cruz has been a loyal Globe Telecom prepaid cellfone card consumer for more than six years. He averages P1,200 a month.
During the past two months, his load purchases declined by half. Soon, he might try using either Smart or Sun.
But before Juan de la Cruz jump ship, Globe sends him information and proposes an offer he probably wont be able to resist. So, he grabs it and trashes any thought of turncoatism.
As a loyal Globe prepaid cellfone card customer, Juan contributes to the telecom firmas annual revenue. Loosing him, thus, matters.
How did Globe know what Juan de la Cruz was planning to do?
Per se, the people of Globe does not know. It is their servers and computers which have been loaded with the appropriate software applications and programs.
With the help of SAS solutions and software in business intelligence and analytics, Sonny Halili, managing director of SAS Institute (Philippines), Inc., Globe can do advance analysis of consumer behavior and conduct "churn prediction" on who among their pre-paid customers would move out.
Details of the Globe case study was presented by Raul Macatangay, head customer profitablity and management, Globe Telecom at the Business Solutions track of the recently held SAS Forum, the largest business intelligence briefing conducted thus far in Manila.
At the SAS Forum, SAS company executives bared updated details on SASas Information Evolution Model to aid companies in assessing how they use information to drive business.
The model outlines how information is managed and utilized as a corporate asset and enables …