1. Database Direct Marketing: A Case Study of China Unicom & Jingwei
Objectives:
China Unicom in Shanghai launching GPRS package deal targeting business users
Results:
- Find business users in Shanghai via a data mining exercise
- Refine data and group consumers into different marketing target lists based on given criteria
- Send lists to mobile delivery platform for SMS marketing and to a call center for direct marketing
2. Business Intelligence Success Case
Requirement:
- Jiangsu Unicom wants to stem high churn of certain group of high value customers
- Create system to identify customers with high probability of churn
- Identify long distance users and create calling plan to increase ARPU
Jingwei Solution:
- Create BI tools to identify call history with high value customers by mining user data
- Filter calling records to identify high value long distance users
Result:
63.8% churn predication accuracy
20% conversion to long distance calling plan
3. China Circuit Championship
China Circuit Championship (CCC), the leading motorsports racing Company in China, is a national-level Championship. It is part of annual National Sports Competition, the International Automobile Federation and China Automobile Federation. In April, 2008, the China Circuit Championship sponsored by Grand Prix was held in Shanghai International Circuit.
Jingwei created an interactive campaign through its wireless interactive Customer Relationship Management (CRM) system. The system enables product promotion while attracting customers to join their campaigns. This system integrates traditional and wireless media in one platform.
Objectives:
- Create brand recognition
- Add new members to the fan club
- Provide sponsors with more media exposure
- Promote Chinese interest in racing events
- Quickly attract more fans to the racing scene.
Results:
As a result of this campaign, CCC has been able to reach over 5.5 million new consumers that were exposed to the CCC racing event while at the same time increasing brand recognition through Jingwei¡¯s CRM system.
Through Jingwei's proprietary 300 million data base of Chinese consumers, CCC was able to have developed over 1 million members in a CCC Club. This Club, which provides consumers access to various mobile interactive programs including, scavenger hunt promotions, drivers¡¯ voting, real time broadcasting activities, a good will ambassador program and other interactive brand development activities, will provide future access to more precise information on the membership including member demographics, contact information, preferences and interest pattern developed through the response to promotional activities.
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