Virgin Media Dials Up the Right Numbers with KXEN

Quad play media company opts for advanced data mining.

Reading, England (PRWEB) November 26, 2007 -- Virgin Media - Britain's only quad play provider of TV, broadband, phone and mobile - has chosen data mining technology from KXEN to help it target, cross sell and up sell to its almost 10 million customers. Virgin Media analysts will be using KXEN's technology to improve the accuracy and relevance of ongoing CRM initiatives.

Bringing together ntl, Telewest, Virgin Mobile and Virgin.net - and their respective customers - into a single organisation left Virgin Media with a unique challenge: how best to package and offer new services to those customers, while at the same time complying with a mandate to reduce the breadth and number of direct mailings.

The sheer scale and complexity of the task called for a very special solution. For Virgin Media it came in the shape of the KXEN suite of analytics software. "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 using KXEN, this is something you can do very easily. Some analytics solutions take a long time to prepare the data and build the models but KXEN does it a lot faster," explains Virgin Media's Elsa Lebrun-Grandie.

KXEN will help the Virgin Media team by segmenting and targeting those 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.

The UK market for TV, broadband and fixed and mobile telephony is very competitive with many potential subscribers already signed up with other providers. But, says Lebrun-Grandie, KXEN delivers yet another bonus. "With KXEN we need to spend less time preparing the data which means we can concentrate more on the important things like analysing the results and the performance of the models," she says. "It makes our lives much easier."

"Virgin Media is the latest in a series of high profile organisations to choose KXEN as a key enabling technology. Virgin is a market leading brand and one that takes customer relationships very seriously. By deploying KXEN's technology the Virgin Media team will have rapid access to the quality customer information they need to stay several steps ahead of the competition", remarked Roger Haddad, KXEN CEO.

About Virgin Media
Virgin Media (www.virginmedia.com) is an innovative and pioneering UK entertainment and communications business. For the first time consumers can get everything they need from one company - the UK's only quad play of TV, broadband, phone and mobile plus the UK's most advanced TV on demand service available, the UK's first high definition TV service and V+, our high specification personal video recorder. We're the UK's most popular broadband provider, the largest virtual mobile network operator and the second largest provider of pay TV and home phone. For more information, please visit www.virginmedia.com.

About KXEN
KXEN, the data mining automation company™, drives next generation customer lifecycle analytics for enterprises looking to compete on analytics. Unlike traditional data mining providers, KXEN offers unmatched automation to integrate robust and accurate decision support into core business processes. KXEN technology delivers large improvements in customer acquisition, cross-sell, and retention applications at more than 500 sites around the world. Founded in 1998, KXEN has headquarters in San Francisco, California and Paris, France. For more information, please visit www.kxen.com.

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