Iusacell Uses Grandata's Social Universe Product to Improve Customer Acquisition
In just forty-five days, Iusacell, a top-3 Mexican wireless service provider with more than seven million subscribers, was able to implement Social Universe and deliver a precisely targeted campaign that generated impressive business results. Using Grandata's Social Universe and its sophisticated Human Dynamics technology, Iusacell was able to more effectively analyze its communications data records, uncovering previously hidden insights about its best customer prospects, including key demographic, interest, and community influence indicators. Social Universe increased Iusacell's prospect contact rate by more than two times over their typical campaign contact rate. What's more, for that higher level of contacted prospects, Social Universe delivered a successful customer acquisition rate that was over six times higher than Iusacell's previous campaigns. Combining the larger portion of prospects successfully contacted with the higher conversion rate for contacted customer, Social Universe delivered a success rate (% of customer acquired/total prospects in target group) that was more than 14 times better than Iusacell's typcial customer acquisition campaign. Michael Collemiche, Iusacell's Director of Analtyics and Data Governance said, "Grandata's Social Universe product dramatically improved our ability to identify our best customers and prospects. Using Social Universe, we were able to figure out which prospects to target and quickly contact those users with personalized special offers. The end results were terrific. We drove more new high-value users in this campaign than in any other campaign we've ever done."
“We drove more new high-value users in this campaign than in any other campaign we've ever done.”
Director of Analtyics and Data Governance at Iusacell
Banco Santander Uses Grandata’s Social Universe to Improve Marketing Effectiveness
Banco Santander, one of the world’s largest banks with more than $1 trillion in assets, implemented Social Universe at its Mexican unit to conduct market and competitive research, acquire new customers, expand its relationship with existing customers, and improve its ability to deliver mobile marketing campaigns. With Grandata’s Social Universe, Santander integrated its anonymized customer spending information with wireless usage data across a number of the top wireless service providers. Social Universe processed more than five billion events to deliver Santander profiles for tens of millions of targeted users in emerging market economies. Santander’s marketers then used Social Universe to identify key customer segments across the their target market populations, based on users’ social, location, demographic, pyschographic, and spending characteristics. Aligning insights produced by Social Universe with the bank’s business objectives, Santander’s marketers gained a better understanding of customer trends and the relationship between spending and wireless use patterns. For example, Social Universe helped Santander better define store and spending catchment areas and optimize resource allocation, such as bank branch locations and campaign marketing spend. Santander also used Social Universe to effectively deliver precisely targeted marketing offers to customers through wireless marketing channels, including mobile ads and text messages. These mobile campaigns led to increases in wallet share for Santander’s credit card products and the acquisition of thousands of new banking customers. Jorge Fernandez, Santander’s CIO, said, “Grandata’s Social Universe will help us develop a comprehensive set of marketing information to more effectively target both existing customers and new prospects with highly customized offers. We're excited about how Social Universe will enable Banco Santander to gain a better understanding of our competitive landscape, allowing us to adapt strategic initiatives and improve our operational efficiency.”
“Grandata’s Social Universe will help us develop a comprehensive set of marketing information to more effectively target both existing customers and new prospects with highly customized offers.”