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Virgin Media improves data mining to boost sales

Antony Savvas

Virgin Media has chosen data mining technology from KXEN to help it boost sales across its millions of customers.

Virgin Media analysts will use KXEN's technology to improve the accuracy and relevance of ongoing CRM initiatives.

Bringing together ntl, Telewest, Virgin Mobile and Virgin.net into a single organisation left Virgin Media with a big challenge: how best to package and offer new services to customers, while at the same time reducing the number of direct mailings?

Elsa Lebrun-Grandie of Virgin Media said, "It was quite complicated to deal with all the different products and the different opportunities for selling them, as well as reducing the volume of direct mail.

"What we needed to do was build some analytical models quickly, and with KXEN you can do this very easily."

KXEN will help Virgin Media by segmenting and targeting customers most likely to buy new services or upgrade those services they already have.

In this way the volume of mailings can be reduced while at the same time increasing response rates.





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