Reliance Communications taps SAS to enhance marketing campaign effectiveness

By Telecom Lead Team: Mobile services provider Reliance
Communications has utilized SAS Customer Intelligence to optimize campaign
management and serve its best customers.


The marketing analytics powerhouse helped Reliance
Communications to keep profitable customers. Reliance Communications has more
than 150 million mobile subscribers.


A SAS press release says understanding the needs of 150
million individual customers requires integrating, cleaning and analyzing huge
data volumes, which SAS handles with ease.


Since implementing SAS Analytics, marketing campaign
effectiveness is up.


With SAS Analytics, Reliance now acquires 6 million
mobile subscribers a month. Each day, the operator sends several million
customers text-message offers supported by SAS. Using SAS for customer value
management, Reliance marketers know which products and prices to offer
micro-segments, and the telecom service provider develops more profitable
customer relationships.


Executing the campaigns manually would be operationally
intensive. With SAS, the entire customer segmentation, campaign list
generation, and campaign relay are all built into one platform which makes
campaign design and execution simple. Now, all lines of business run automated
campaigns without IT help and at a very low cost,” said Amitava Ghosh, senior
vice president at Reliance Communications.


SAS said the SAS Customer Intelligence is the most
comprehensive suite of integrated enterprise marketing solutions on the market.
Solutions include SAS for Customer Experience Analytics, SAS Digital Marketing,
SAS Marketing Automation, SAS Social Media Analytics and SAS Real-Time Decision


Customers worldwide using SAS to support customer
initiatives include Cabela’s, DeutschlandCard, First Citizens Bank, Grupo
Santander, MBNA, Staples, US Bank and Wakefern Food Corp.


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