MTS selects Teradata to analyze social network pattern and to reduce churn


MTS, a telecommunications provider in Russia
and the CIS, has selected Teradata Corporation, to make its customer retention
efforts more effective and more profitable.


Transactional social network analysis and
rapid outreach are now a competitive advantage for MTS as the mobile operator
improves customer retention in the highly competitive Russian mobile
telecommunications market.


The installed system will
help us to distribute MTS products and services and engage customers in the
exploring of new services more effectively,” said Aleksander Popovskiy, head of
Network Services for MTS Russia.


In addition, MTS will
demonstrate flexibility in retaining customers by offering them attractive
tariffs and services. Social network analysis will ultimately have a positive
impact, reducing our subscriber churn,” Popovskiy added.


By integrating and analyzing information from
call detail records of its customers and other company data sources on a
Teradata Active Enterprise Data Warehouse
(EDW) platform, MTS can now readily identify those customers who are likely to
reduce or eliminate their use of MTS – before they actually move to a different


In addition, by analyzing social network
topology, MTS is now able to identify opinion leaders and influencers. MTS uses
this information to support viral marketing campaigns to sell value-added
services. To execute the target marketing campaigns, MTS uses the SAS Marketing
Automation solution which is integrated with the Teradata Active EDW.
Social network analysis has proven to be more accurate than a traditional
predictive modeling approach.


success of MTS shows how big data analysis and in particular social network
analysis is becoming a key differentiator and companies that fail to adopt this
approach risk losing profitability and market share,” said
Hermann Wimmer, president of the Europe, Middle East and Africa
(EMEA) region for Teradata Corporation.



By Team
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