Datanetis Helps Cellular Provider Tap into the Power of Social Influencer Marketing to Reduce Churn and Increase Product Adoption

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Following a tenfold improvement in marketing results during the first year of use, implementation of Datanetis is expanded to leverage social networking throughout all areas of marketing.

Cellcom, the largest cellular provider in Israel, has implemented a paradigm shift that has enabled the company to improve the effectiveness of its marketing activities by as much as tenfold. The company has been able to realize such dramatic increase in its ability to win consumers' loyalty and influence their purchasing decisions by tapping into a simple reality: the number one reason we select one product or service over another is a friend's recommendation.

Cellcom has been achieving these remarkable results using the Datanetis social network analytics platform (, a breakthrough technology that enables the company to:

  •     Analyze its customer base to identify and target its marketing efforts towards social influencers;
  •     Stimulate and increase natural positive word of mouth on products and services;
  •     Mitigate and reduce negative word of mouth to prevent churn;
  •     Introduce a new way to measure a customer's value, which combines the ARPU of each customer with the ARPU of the people influenced by the customer across all level of the organization.

"The Datanetis technology represents a breakthrough approach in CRM. Using the Datanetis solution has enabled us to dramatically improve our profitability through a tenfold increase in the effectiveness of our retention and up-sell efforts," says Adi Cohen, VP Marketing at Cellcom. "We are now able to manage customer relationships by taking into account not only their individual ARPU but also their followers' ARPU. This is a paradigm shift in the way we measure a customer's value to the company that we now use in every business aspect throughout the organization. Following our initial success with Datanetis, we are rolling it out across all areas of marketing to help us improve the performance of the entire business mix."

"The ability of Cellcom to continually improve their business results through the use of the Datanetis analytics is a testament to the power of social influence and its incredible impact on purchasing decisions and customer loyalty," says Elery Pfeffer, CEO of Datanetis. "This technology enables a new standard where marketing is measured not only by each customer's direct purchases but also by the contribution these customers make to the company's bottom line through their social influence network."

The Datanetis solution will be on display on 16-19 February, 2009 at the mobile world congress in Barcelona. To arrange a meeting with Datanetis representatives, please contact

About Datanetis

Datanetis enables consumer businesses to dramatically increase marketing ROI by tapping into the power of social networks, peer influence, and word of mouth marketing. The software automatically identifies social networks and pinpoints the influencers and followers in the network based on existing customer and transaction data. This information is then used to target marketing efforts towards the influencers and manage the customers social value, resulting in an order of magnitude improvement in the return on every marketing dollar spent on customer acquisition, new product introduction, cross-selling, and churn prevention. The Datanetis solution has been successfully implemented with proven results at leading consumer telecommunication, financial services, travel, and retail organizations. The solution is delivered in a software-as-a-service model, requiring no upfront investment in hardware and no IT resources. For more information, visit

About Cellcom

Cellcom is the leading cellular provider in Israel, providing subscribers with a broad range of services including cellular and landline telephony, roaming services in Israel and abroad, and additional value added services. The Company operates an HSPA 3.5 Generation network enabling the fastest high speed content transmission available in the world, in addition to GSM/GPRS/EDGE and TDMA networks. Through its broad customer service network Cellcom Israel offers its customers technical support, account information, direct to the door parcel services, internet and fax services, and dedicated centers for the hearing impaired. Cellcom's shares are traded on the New York Stock Exchange (CEL) and the Tel Aviv Stock Exchange (CEL).


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