PlayPhone, which provides personalization and entertainment content to mobile consumers, is using SAS to generate marketing campaigns in its fast-moving consumer marketplace.
Using SAS, PlayPhone can analyze its customers’ behavior, 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 minimizing the cost of customer acquisition, said SAS.
SAS has provided PlayPhone with a complete marketing system, 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, added SAS.
Simon Rose, director of infrastructure for EMEA at PlayPhone, said: We had to find out how much a subscriber cost us, how long they stayed with us and how much profit we made from them. We 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 returns on marketing spend.
Ian Manocha, managing director of SAS UK, said: The nature of this sector and its consumers, demands that content providers, like PlayPhone, understand and respond to changing demands fast. SAS has positively impacted PlayPhone’s profitability by helping it to become a highly agile business that can respond quickly to customer and market trends.
