Скачать или смотреть Customer Analytics Through Predictive & Segmentation Operations in the SA Telecommunications Ind.

Poorly executed “Below-the-Line” marketing campaigns often mistarget their ideal audience, leading to customer dissatisfaction and spend-cannibalisation. Deloitte’s Marketing as a Service (MaaS) solution’s primary focus is to identify what campaign is relevant to an individual customer, ensuring that the campaign pushed to this customer is suited to the customer’s past and anticipated behaviour in terms of monetary spend. MaaS combines segmentation algorithms and predictive models to understand what a customer wants and how much of it, what a customer can afford and when to target the customer with a tailored proposition. This is particularly relevant in the fast-moving South African pre-paid telecommunications sector, where low-value recharges frequently occur across a range of subscribers, resulting in a rich database for machine learning modelling.

The speakers are Gerrie Steyl and Langton Rogers. Gerrie is a Senior Manager in the Actuarial and Analytical Solutions practice at Deloitte. He has extensive experience in the telecommunications, media, healthcare and financial services sectors, both in South Africa and globally. Gerrie has acted as a statistical and big data consultant and gainfully contributed to data mining, data manipulation, data quality, predictive modelling, advanced analytics, visualisation and actuarial modelling. Langton is a Manager in the Actuarial & Analytics Solutions team within the Data Analytics Team at Deloitte. He is a Data Scientist, specialising in data cleansing, maintenance and processing, with the mandate of deriving insights into a client's data using analytical data tools and models. He has experience working in the telecommunications sector (with a strong focus on customer data and associated analytics) and the banking sector (specialising in credit-risk modelling and data processes), for local and international clients.