Improving Marketing with Predictive Analytics: How a High Tech Company Achieved Best Results with TIBCO Data Science
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Predictive Analytics
Applicable Industries
- Equipment & Machinery
- Mining
Applicable Functions
- Sales & Marketing
Use Cases
- Behavior & Emotion Tracking
- Livestock Monitoring
Services
- Data Science Services
- System Integration
The Challenge
This large company's analytics software supported over 500 internal clients with predictive modeling projects for improving customer acquisition and retention, identifying up-sell and cross-sell opportunities, increasing revenue, and understanding customer lifetime value. Members of the global analytics team had been using other legacy analytics platforms for years, and they were heavily dependent on them for data extraction, processing, analysis, and reporting. However, there were drawbacks with these systems.
The Customer
IT Infrastructure Company
About The Customer
This large company's analytics software supported over 500 internal clients with predictive modeling projects for improving customer acquisition and retention, identifying up-sell and cross-sell opportunities, increasing revenue, and understanding customer lifetime value.
The Solution
When the team was asked to migrate to the TIBCO® Data Science platform, some longtime users of other platforms had reservations, and first wanted to do a feasibility analysis. They wanted to create a customer lifetime value model for one of the business units, a type of project the team had undertaken dozens of times before. This model would enable calculating the risk and return profile of a client's customer base and provide guidance for maximizing the client's marketing and sales activities.
Because other legacy platforms were merely tools for data extraction and processing, and the TIBCO Data Science platform is an advanced analytics solution, they decided to use their existing Teradata Data Lab for data extraction and processing, and the TIBCO Data Science system for advanced analytics. With this strategy in place, the team began its feasibility analysis, eventually learning that the project was much easier, and delivered greater business value, using the TIBCO Data Science platform. In just a few months, even the most seasoned analytics platform veterans were delighted with the TIBCO Data Science platform, and looking back, wondered why they were anxious about the migration in the first place.
Because other legacy platforms were merely tools for data extraction and processing, and the TIBCO Data Science platform is an advanced analytics solution, they decided to use their existing Teradata Data Lab for data extraction and processing, and the TIBCO Data Science system for advanced analytics. With this strategy in place, the team began its feasibility analysis, eventually learning that the project was much easier, and delivered greater business value, using the TIBCO Data Science platform. In just a few months, even the most seasoned analytics platform veterans were delighted with the TIBCO Data Science platform, and looking back, wondered why they were anxious about the migration in the first place.
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