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Pradeep Kumar

We were able to execute highly targeted marketing campaigns powered by predictive models built on InfiniteInsight® 

Pradeep Kumar
GM, Customer Analytics

XL Doubles Marketing Campaign Take-Up Rate with InfiniteInsight®


  • PT XL Axiata (XL), one of the biggest telecommunications services operators in Indonesia with over 40 million subscribers, was grappling with a competitive market that is approaching saturation and has seen a reduction in rates to their lowest levels in years
  • Nearly all of XL’s customers are in pre-paid programs as opposed to longer-term contracts, making switching costs to a competitive carrier low
  • Customer retention and loyalty are major challenges


  • Standardized on InfiniteInsight® after examining other vendors because of its rapid deployment, ease of use, and the agility it contributed to marketing operations
  • Instead of using traditional reactive retention and loyalty management strategies, XL took the initiative to target customers using predictive analytics 
  • The XL analytics team created predictive models to analyze subscriber characteristics such as product propensity and churn propensity from records of its over 40 million subscribers
  • Using InfiniteInsight®, XL proactively identifies and targets customers that are at risk to churn, long before the actual damage occurs
  • The models were tested and revised and the predictive scores were deployed directly in-database to XL’s data warehouse
  • By building propensity models for various products and offers, XL has been able to match customer eligibility, inventory availability and profitability to prioritize which offer to present


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Industry: Communications
Size: Large
Region: APAC