TalkTalk to deploy Unica to simplify campaign management

By Sooraj Shah
23 May 2012 View Comments
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UK broadband and telephony provider TalkTalk is to deploy IBM-owned Unica's software to improve its customer marketing strategies and better manage its customer databases.

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In an interview with Computing, head of customer lifecycle management at TalkTalk Carlos Soares said that the company had been using SAS analytics software for its campaigns, and that this was proving to be time-consuming and ineffectual.

"We have SAS which brings a whole bunch of data sets together, but not in a database, more like a ‘datadump' of information, making it extremely difficult for us to do an analysis of customer data and run campaigns.

"When we have used SAS for marketing campaigns it has given us a multitude of pages of code. I think I saw 12 or 13 pages, which is ridiculous as it is so manually intensive [to go through them]," he added.

Claire Pritchard, head of data strategy at TalkTalk, said that another issue with the amount of code was human error.

"If you put in a typo where there are many pages of code, you could accidently include customers [in a campaign] that you are supposed to be suppressing and vice versa," she explained.

Soares said that TalkTalk is trying to put together a marketing database which is robust and can measure data quality, so it looked for a tool that could consolidate data effectively.

He said that TalkTalk looked at a number of possibilities before selecting Unica.

"We looked at the Pega CRM system, SAS campaign manager and a Neolane offering. Many telcos use Unica and, having had a look at the possibilities, Unica was better for functionality, integration and a future roadmap.

"TalkTalk needs it to be future proof. With the modules that Unica has it helps us to integrate with other systems.  Future proofing is important, I don't want a dead end product, which Pega would have been," Soares explained.

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