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Reliance adds 6 mn subscribers a month - with help from SAS

By sanjay.gupta

Added 5th March 2012

In addition, SAS's Campaign Management solution helps Reliance reach profitable customers in a tough market

To help it win and keep profitable customers, Reliance engaged SAS to optimize campaign management and nurture its best customers. The project involved understanding the needs of 150 million individual customers by integrating, cleaning and analyzing huge data volumes.

"Prepaid campaigns can draw on a billion-and-a-half records," said Amitava Ghosh, Senior Vice President at Reliance Communications. "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."

The SAS solution helped the company customize its offers to subscribers and leverage the relationships better. "Marketing campaigns are generating significant ROI for us. With SAS Analytics, Reliance now acquires 6 million mobile subscribers a month. Each day, we send 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 we develop more profitable customer relationships than we ever could before," he said.

Sudipta K Sen, Regional Director - SEA, and CEO & MD - SAS Institute (India) Pvt. Ltd., said, "We are delighted to be associated with Reliance Communications and we hope to continue providing them the best analytical solutions for their business. SAS Analytics is helping organizations engage with their customers more effectively while building brand loyalty and increasing overall customer satisfaction."

SAS Customer Intelligence solutions include SAS for Customer Experience Analytics, SAS Digital Marketing, SAS Marketing Automation, SAS Social Media Analytics and SAS Real-Time Decision Manager. 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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