PlayPhone, which provides cutting-edge personalisation and entertainment content to mobile consumers, is using SAS, the leader in business analytics, to generate effective marketing campaigns in its fast-moving consumer marketplace. Using SAS, PlayPhone can now analyse its customersâ behaviour, understand the costs it incurs per subscriber, identify which subscribers are most profitable and target marketing campaigns appropriately. By enabling PlayPhone to better understand its customers, SAS has helped the company to mitigate the effects of customer churn whilst minimising the cost of customer acquisition.
âWe had to find out how much a subscriber cost us, how long they stayed with us and how much profit we made from them,â says Simon Rose, Director of Infrastructure at PlayPhone EMEA. âWe had to compare that with the cost of marketing in order to understand campaign success, so we could redirect money from poorly performing campaigns into successful ones. The faster we can make those decisions, using SAS, the less money we waste and the better and faster our return on marketing spend.â
SAS has provided PlayPhone with a complete marketing solution, from data analysis for conceiving a campaign, through to its roll-out, evaluation of its effectiveness, and finally to understand the return on investment and profitability of each customer.
Rose continues: âCompared with what we were doing previously, our ability to make the right decisions and act on them fast has improved beyond all recognition. The speed of access to data is a huge benefit of SAS. Itâs breath-taking how quickly we can get to the data and make the correct decisions, which has resulted in less wastage. Consumers in this sector are very fickle and certain content will be âflavour of the monthâ; if you can respond fast, it can make a real difference to the bottom line.â
Ian Manocha, Managing Director of SAS UK adds: âThe nature of this sector and its consumers, demands that content providers, like PlayPhone, understand and respond to changing demands fast. SAS has positively impacted PlayPhoneâs profitability by helping it to become a highly agile business that can respond quickly to customer and market trends.â
SAS implemented its business intelligence software at PlayPhone, with support from implementation partners Amadeus Software Ltd, in the first half of 2008.