Virgin Mobile gets analytical to reduce churn

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The MVNO is working with SPSS to gain a greater insight into the success of its marketing efforts in a bid to give customers what they want.

Virgin Mobile plans to implement predictive analytics software to drive more targeted and successful marketing campaigns to boost loyalty among its four million-strong customer base as well as enticing new ones.

The mobile industry is highly competitive and populated by fickle customers, so the company hopes that the delivery of more tailored marketing initiatives and activities will help reduce the churn as well as increasing average revenue per user (ARPU).

In addition, Virgin Mobile aims to use the technology, provided by SPSS, to reduce overheads for the 100-plus campaigns it executes each year.

Maggie Holland
Maggie Holland

Maggie has been a journalist since 1999, starting her career as an editorial assistant on then-weekly magazine Computing, before working her way up to senior reporter level. In 2006, just weeks before ITPro was launched, Maggie joined Dennis Publishing as a reporter. Having worked her way up to editor of ITPro, she was appointed group editor of CloudPro and ITPro in April 2012. She became the editorial director and took responsibility for ChannelPro, in 2016.

Her areas of particular interest, aside from cloud, include management and C-level issues, the business value of technology, green and environmental issues and careers to name but a few.