Briefs

SAN FRANCISCO & PARIS & LONDON--(BUSINESS WIRE)--Telecommunications provider Vodafone Germany relies on data mining for its marketing initiatives and customer loyalty programmes. In a comprehensive project KXEN's Analytic Framework and Teradata's data warehousing technology were deployed to provide model building, data preparation, analysis and processing functions. As a result previously complex analysis of customer data has become both easier and faster.

Vodafone, formerly Mannesmann, acquired its first digital cellular licence in 1989. Since then it has grown to become Europe's largest telecommunication provider. With 15,000 employees, the D�sseldorf-based company provides mobile and fixed line telephony together with high speed data services for approaching 34 million business and private customers. In 2007 the annual turnover was 8.4 billion Euros. Vodafone Germany is a part of the Vodafone Group which has a total of more than 260 million customers and is the world's leading mobile telecommunications company.

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On the Path to Closed Cycles

Vodafone Germany holds more than 140 terabytes of customer data in its Teradata data warehouse and is a long term user of data mining. But traditionally the technology involved a lot of manual effort. Data preparation - in particular the selection of variables - was complex and the models used had to be scoped every month to deliver results to the marketing campaign team. Furthermore the way models were created, saved and made available was not standardised and depended on the individual developer. Also the tables and fields were differently named, involving yet further work.

... The company then began looking for a suitable solution that would simplify and automate model application and data preparation as much as possible. SAS and the KXEN Analytic Framework were short listed. "We decided on the KXEN solution because the application was simpler and dispensed with algorithms. In addition, license management was more convenient," adds Verena Meuther, citing KXEN's good customer services as yet another factor.

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