SAP Business Transformation Study | Telecommunications | Cox Communications

Cox Communications:
Supercharging Customer
Relationships with the SAP
InfiniteInsight Solution
As the third-largest cable entertainment and broadband provider in the United States,

2014 SAP AG or an SAP affiliate company. All rights reserved.

services, allowing consumers to consolidate services with one provider. To help

improve customer service and bring more people's digital lives to life, Cox needed the
technology to personalize offers for more than 6 million subscribers across 28 regions.
With the SAP InfiniteInsight solution, Cox is able to quickly build predictive models to
support customer acquisitions, retention, and event-based marketing across the
enterprise with a central analytics team. Now Cox can reach significantly more
customers with the right offers, boosting sales and customer loyalty and resulting in a
14% increase in products sold per household.

Picture Credit | SAP AG, Walldorf, Germany. Used with permission.

Cox Communications pioneered the bundling of television, Web, and telephone

SAP Business Transformation Study | Telecommunications | Cox Communications

Executive overview
Company
Cox Communications Inc.
Headquarters
Atlanta, Georgia
Industry
Telecommunications
Products and Services
Cable entertainment and
broadband services
Employees
50,000
Revenue
US$15 billion
Web Site
http://ww2.cox.com

BUSINESS TRANSFORMATION

TOP BENEFITS ACHIEVED

The company's top objectives

Build predictive models to help create personalized offers more quickly
and accurately for more than 6 million subscribers across 28 regions
Double direct mail campaign conversions

14%

The resolution
Deployed the SAP InfiniteInsight solution for predictive analytics,
including segmentation, classification, regression, and data aggregation
Streamlined market analysis company-wide through a central analytics
team covering all 28 regions
The key benefits
Scalable solution to support both short and long-term marketing needs,
including predictive modeling for customer acquisitions, retention, lifetime
valuation, and event-based marketing
Precise, accurate, and fast polling of 10 million observations and 800
variables to identify customer-related issues, including propensity to
purchase, likelihood of churn, and prospective credit risks

With SAP InfiniteInsight, we've increased the products sold per

household by 14%.
Parimala Narasimha, Director of Marketing Science, Cox Communications Inc.

28969 (14/03) 2014 SAP AG or an SAP affiliate company. All rights reserved.

More products per

customer household

28%

Reduction in customer
churn rate

80%

Reduction in model
creation time

42x

Greater throughput for

central analysts (from 40
to 1,680 predictive
models annually)

2014 SAP AG or an SAP affiliate company. All rights reserved.

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