April 24, 2012 | SOFIA, Bulgaria

Mobiltel Develops CRM Customer Models with Teradata In-database Data Mining

Mobiltel, the leading telecom operator in Bulgaria, is now set to improve its customer relationship marketing success by cutting its analytic model development and deployment time to one-tenth, thanks to an IBM SPSS – Teradata Optimization project completed by Teradata (NYSE: TDC), the analytic data solutions company. Good analytic modeling requires the ability to test models quickly using large data sets and is used to initiate highly targeted marketing campaigns based on customer attributes. The integration of the data mining process by IBM SPSS Modeler with the Teradata Database is projected to make Mobiltel’s analytic modeling cycle up to 10 times faster by facilitating data reuse and collaboration in real time and through better model management.

Svilen Stoyanov, head of the business intelligence sector, Mobiltel, said, “The project allowed us to create a centralized environment for data mining and to minimize the operation efforts and cost as well. The performance optimization and in-database solution accelerate the scoring of the business models. This optimized data analytics environment means the business units can react faster to competitive changes or new customer needs with more effective marketing.”
The core of the optimization project was to introduce Teradata’s flexible and scalable in-database optimized analytic environment for Mobiltel and to share Teradata best practice knowledge on an optimized data mining process with IBM SPSS Modeler integrated with the Teradata database.
The IBM SPSS Modeler - Teradata Optimization project is the first step in implementing the best practice in data mining workflow within the optimized analytical environment. It is focused on the deployment part of the data mining processes, the preparation of the scoring analytic data set, and scoring itself. Before, these steps were all performed using IBM SPSS Modeler streams, outside of the Teradata environment, and took up to one day to get the results of the execution of these streams.
“Teradata’s experience with in-database mining and the success of the optimization project enables Mobiltel to generate maximum business value and perform successful CRM campaigns,” said Hermann Wimmer, president of the Europe, Middle East and Africa region for Teradata Corporation. “Faster model development and deployment ensures faster reaction to market changes and customers’ needs, providing Mobiltel with a competitive advantage.”

Mobitel

Mobiltel is the telecommunications market leader in Bulgaria and one of the most successful mobile operators in Europe with more than 5.5 million clients and a 48.6% percent market share. In 2010 Mobiltel celebrates its fifteenth anniversary on the Bulgarian market. For 15 years Mobiltel has invested over BGN 2.5 billion. The telecom’s investment as percentage of the GDP is the highest in EU. In Bulgaria the telecom sector generates incomes of 5.3% of GDP, compared to the EU average of 2.8%. Mobiltel has an important role as an engine of the economy and the society in Bulgaria.

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