KPN Transforms Its Approach to Direct Marketing

KPN is one of Europe's leading telecommunications and ICT services companies. KPN used IBM SPSS predictive analytics to create propensity models for more than 30 key products. These models are used to mine customer data to discover which products are most likely to appeal to which customers. The models were then united into a single overall model, enabling accurate segmentation and predictive analysis that supports a more intelligent allocation of marketing budgets. The organisation identifies the customers who are most likely to buy each product, helping to target direct marketing campaigns and increase customer response by 400 to 1,000 percent.