Challenge:	As part of their telecommunications strategy, a long distance provider required data to perform analysis and profiling of customers within their cable systems’ footprint.
Solution:	MediaPrints Cable system boundaries, Zip Code and Block Group translation files were used to aggregate customers and revenue within the service areas of their cable systems.

Report

As competition increased among telecommunications companies, a long distance provider recognized the increasing need to protect the base of its current customers. They had extensive databases on customers with location information, a history of expenditures, and information on product subscriptions, but they were lacking a method to target the most valuable customers within that database. The company considered principal factors such as, customers who “spin” or churn to receive checks or incentives for switching, compared to long tenure customers; customers who spend less on long distance service are not as prominent as high usage customers; and customers, who are unlikely to adopt new services such as DSL, might not be as effective for marketing new services or products in the future. 

MediaPrints cable boundaries were used to demonstrate the vulnerability of customers within their cable systems’ footprints. Cable systems were analyzed to examine the profile of the customers who lived in the service area. Finally, using MediaPrints zip code and block group translation files, customer records were flagged with competitive cable system information. This key information gave the long distance provider the ability to target prominent markets with retention offers.