Rostelecom integrates predictive data science analytics to provide bespoke business solutions for SMEs
Moscow, Russia – October 21, 2021 – Rostelecom PJSC (MOEX - RTS: RTKM, RTKMP; OTCQX: ROSYY), Russia’s national telecommunications operator, today announces that by using data science, it has created predictive models that have helped increase Rostelecom’s SME services sales efficiency by 1.5x.
As part of the process, an individual portrait is created for each user, based on an analysis of a wide range of factors and data from more than 50 open sources, with current user data also aggregated into the process. A large number of business processes are automated to help manage the broad array of data required to build the complex model.
Predictive models are constantly being improved with incoming data refined and feedback analysed, before new products and services are launched. Machine learning is also carried out to ensure market trends are taken into consideration.
Systematic database management helps speed up the development and launch of marketing campaigns and clients can now, as an example, prepare for advertising campaigns in just a few hours. Such rapid decision-making and action proved critical at the onset of the COVID-19 pandemic, when customer retention required quick bespoke solutions.
By using its data platform to forecast requirements, Rostelecom has been able to centralize direct sales processes to abandon disparate communication with users in each regional branch. Today, customers receive personalised e-mails, based on specific policies and individual portraits. This significantly saves resources and allows customers to optimize workload.
“We have moved away from manually defining the target audience of our users. We now run predictive models to help formulate product offerings based on all available data. They take into account user based priorities based on existing characteristics. Thanks to this development, Rostelecom has been able to improve sales efficiencies. Our goal is to fully automate processes (75% of processes are currently automated) to deliver improved performance.”