Xtract Social Links™ turns raw customer data into a vital marketing tool for mobile operators.
Social Links is the first commercially available software for analysing social networks within large scale mobile communication networks. Xtract Social Links identifies the underlying network structures within the subscriber base and finds the most influential people. The result is a completely new layer of customer insight and a tangible tool for increasing the efficiency of targeted marketing activities.
Xtract Social Links is a complete toolset, enabling the mobile operator to increase the efficiency of marketing operations by leveraging the power of social influence in their subscriber base. The base package calculates the social network structure and the social influence patterns, based on rich communications data. The optional feature modules combine social network information with demographic and behavioural information, providing a 3D view of the customers for specific business applications.
Key benefits to operators:
Reduce churn
Speed up new customer acquisition
Rapid launch of new products
Increase customer satisfaction with fewer but more relevant advertisement
Churn Management
Enables reducing churn in communities, by finding people at high risk to churn as well as those churners likely to influence individuals around them. Churn is known to be a highly viral phenomenon. The Social Links churn module takes into account the traditional variables such as usage data and demographics together with variables derived from Social Network Analysis. It is also able to identify Churn Alphas, ie individuals who have a high probability to churn, but as highly individual people, will also pull others with them – obviously very important targets for any customer retention effort. For more information read case study.
Customer Acquisition
Finds the best targets for member-get-member campaigns, producing impressive results compared to traditional approaches. Word-of-mouth has been proven to be the greatest influencing factor when choosing a telecommunications provider. Based on communication data (CDR’s), the Social Links customer acquisition module is able to identify people with the highest propensity for successfully recruiting more customers into the mobile operator’s network – the Acquisition Alphas. For more information read case study.
Product Marketing
The success of any viral marketing campaign – whether it is product upsell, cross-sell or launching a new product - is highly depending on the targeting of the most influential customers. The Social Links product marketing module is able to create a target list of subscribers that are able to create the highest total pull in the communities. For more information read case study.
Technical Information
XSL Core
XSL Core (Calculation Platform) provides the basis for running various analytics modules. The logical data model, LDM, is specially designed for manipulating massive data amounts and the architecture supports a distributed parallel execution of resource intensive analytics.
XSL Data Repository
XSL Data Repository is a state-of the art data storing and manipulation module which provides the technology foundation, including innovative ELT tools, for automation of massive data loading processes. A standard SQL interface is provided for creating custom reports and exporting results to other systems.
XSL User Interface
For managing and viewing jobs. A command line interface is also available with the same
functionality.
XSL Network Viewer
XSL Network Viewer is a graphical tool that enables deeper understanding and exploration of the analysis results in a highly visual way. The social network structure can be enriched by the data available in the Data Repository, providing totally new insights to the customer base.
Features
- Analyses large amounts of transaction and behaviour customer data
- Generates a social network map
- Identifies the most influential users – Hubs
- Identifies customer communities
- Creates accurate and real-time customer profiles for marketing purposes
