T-Mobile paints a customer retention picture with Portrait

T-Mobile Austria has selected Portrait Uplift Optimizer following a successful trial that demonstrated improved customer retention and reduced costs compared to previous approaches.

T-Mobile Austria is a long-standing user of Portrait Customer Analytics (PCA) and has chosen Portrait Uplift Optimizer to further reduce churn rates by contacting only persuadable customers and to focus on saving customers profitably. Recent trials showed that Uplift delivers a further reduction in churn of 2.4% and a double-digit reduction in targeting volume at the same time.

“With PCA, T-Mobile already uses some of the most sophisticated approaches to predictive modeling," explains Christian Reder, Marketing Analyst, T-Mobile Austria GmbH, "so we are really impressed with the Uplift modeling technique.  Portrait has proven that Uplift Optimizer can deliver results significantly better than our best previous models.”

"T-Mobile’s purchase is based on two rigorous trials undertaken over recent months," explains Portrait's CEO Luke McKeever.  "The trial results produced a business case demonstrating significant gains from our unique incremental targeting approach.  These gains come from Uplift Optimizer’s core proposition: lowering direct marketing costs while increasing revenues."

Portrait Uplift Optimizer moves B2C marketers beyond traditional behavior models (such as likelihood to buy, or risk of default) which attempt to predict likely customer behaviour.  Instead, it is able to predict how a customer’s behavior will change as a specific result of a marketing treatment.  Its proven financial benefits include being able to reduce contact volumes whilst simultaneously increasing overall return.