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Mobile Operator MTS Turns to Teradata and Social Network Analysis, Reducing Churn and Gaining Incremental Sales


The leading telecommunication provider in Russia and CIS countries analyzes social network patterns and targets influential customers

MOSCOW — Mobile communications company MTS (NYSE: MBT), the leading telecommunications provider in Russia and the CIS, has turned to Teradata Corporation (NYSE: TDC), the world’s largest company focused on big data analysis, data warehousing, and integrated marketing management, to make its customer retention efforts more effective and more profitable. Transactional social network analysis and rapid outreach are now a competitive advantage for MTS as the mobile operator improves customer retention in the highly competitive Russian mobile telecommunications market.

“The installed system will help us to distribute MTS products and services and engage customers in the exploring of new services more effectively,” said Aleksander Popovskiy, head of Network Services for MTS Russia. “In addition, MTS will demonstrate flexibility in retaining customers by offering them attractive tariffs and services. Social network analysis will ultimately have a positive impact, reducing our subscriber churn.”

By integrating and analyzing information from call detail records of its customers and other company data sources on a Teradata Active Enterprise Data Warehouse (EDW) platform, MTS can now readily identify those customers who are likely to reduce or eliminate their use of MTS – before they actually move to a different provider.

In addition, by analyzing social network topology, MTS is now able to identify opinion leaders and influencers. MTS uses this information to support viral marketing campaigns to sell value-added services. To execute the target marketing campaigns, MTS uses the SAS Marketing Automation® solution which is integrated with the Teradata Active EDW. Social network analysis has proven to be more accurate than a traditional predictive modeling approach.

“The success of MTS shows how big data analysis and in particular social network analysis is becoming a key differentiator and companies that fail to adopt this approach risk losing profitability and market share,” said Hermann Wimmer, president of the Europe, Middle East and Africa (EMEA) region for Teradata Corporation.

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