Datameer Review

Customer Analytics: Targeting Promotions to Reduce Customer Acquisition Costs

A major financial services company faced mushrooming customer acquisition costs, and as a result, needed to target customer promotions effectively. This required having a 360-degree view of customers and prospects that’s as accurate as possible. Historically, customer information has been limited to demographic data collected during sales transactions. But today, customers interact more than they transact and and those interactions occur on social media and through multiple channels.

This customer wanted to turn the data customers generate via interactions into a wealth of deeper customer information and insight (for example, to understand their preferences). The company chose to use Datameer to correlate customer purchase histories, profile information and behavior on social media sites. This involved collecting customer profile data and then correlating it with transactional data and things customers “liked” on Facebook. Correlations revealed unexpected insights; for example, they identified that their platinum customers “liked” watching the Food Channel on television and shopped frequently at Wholefoods. These insights helped the company better understand the interests of their high-value customers and what they were reading.

They used these insights to target their advertisements by placing ads and special promotions on cooking-related TV shows and Facebook pages and in organic grocery stores. The result? Much higher conversion rates and a 30% reduction in customer acquisition costs.

Operational Analytics: Telecomm Capacity Planning and Optimization

A leading telecommunications service provider wanted to optimize network capacity; that is, have enough capacity to meet existing and forecasted demand, but not excess capacity that would result in unnecessary capital expenditures.

Network capacity requirements are driven in large part by the percentage of subscribers with smartphones and the introduction of new data services. Previously, capacity forecasting was based on data around voice traffic only; it did not include data for mobile broadband traffic. As mobile broadband usage increases, traditional forecasting methods are no longer accurate. Accurate forecasting is essential so that capacity can meet demand and customer satisfaction can be maintained without excessive capital expenditures.

Using Datameer, the company integrated subscriber data (including demographic, device, access technology (2G/3G/4G) and application behavior data) and correlated it with specific network capabilities, such as 3G capacity and Long-Term Evolution (LTE) network availability, and network performance data. People can analyze it together and use the insights gained to make informed decisions about network capacity planning, including where to invest in or curtail infrastructure.

Better planning and decision making has resulted in over $100 million in savings.

Fraud and Compliance: Identifying and Prevent Potential Fraud

Credit card fraud is an ongoing problem for financial services companies and retailers. Current estimates are that up to 9% of all online transactions are fraudulent. With more than $20 billion of fraudulent transactions, the rate of fraud growth is 2 times the rate of transaction growth. At the same time, the nature of credit card fraud is changing. Instead of stealing a credit card and using it to buy big-ticket items, credit card thieves are now making numerous, small transactions that often escape the notice of vendors and the credit card companies. They lack the ability to integrate and analyze all of their data to uncover seemingly benign but malevolent patterns of use.

To address this issue, a large credit card issuer is using Datameer to integrate and analyze all point of sale, geo-location, and authorization code and transaction data. The goal is to identify patterns in historical data and spot outlying data that indicates potentially active fraud across thousands of stores. With Datameer, this company identified and prevented over $2 billion in potential fraud.