MTS subscribers analyzes the social ties

Operator MTS said the launch of the operation of the system, which allows to analyze the social relations of user groups in Russia. Solution Social Network Analysis (SNA), implemented in partnership with Teradata, will allow specialists to analyze the MTS customer base to improve the promotion of products and services, increase loyalty and reduce churn. Social network analysis will be based on gathering information about contacts between the clients, which will differentiate the customer base to identify the clients of MTS, as affecting the provision of services of their regular contacts. The system will also solve the problem of determining the propensity for outflow of subscribers at an early stage and reveal the multi-SIM users. Based on the constructed networks, using the tools of SAS Business Analytics for advanced analysts, MTS can quickly identify the social groups of subscribers to identify the leaders, followers and other members of the within social groups. Flexible control options of social groups, finding hidden relationships and dependencies increases the efficiency of studying existing models and the segmentation of the outflow of subscribers, and also extends the analytical capabilities of the MTS. Previously, MTS completed a pilot project for the analysis of social networks to one million subscribers in the Sverdlovsk region to determine the effectiveness of installed solutions. As a result, social network analysis revealed a multi-SIM users on these clients was conducted targeted campaign to retain. The project was implemented jointly with MTS Teradata, which has put high-performance data warehouse Teradata 5555H and special software for Teradata SNA implementation of the functional analysis of social networks. To carry out targeted marketing campaigns using existing MTS solution SAS Marketing Automation, integration was done with that through a partnership between SAS and Teradata.