Brazilian ISP Globo.com Gains Customer Insight With SPSS
SPSS, Chicago, said Globo.com needed to determine what type of Internet experience people preferred in order to convert portal visitors into new customers and better retain current customers.
Using SPSS' statistical and data management package SPSS for Windows, the ISP now can segment customers by usage level and churn motives, letting it create loyalty strategies based on discaounts, packaged plans and specified content for each user.
SPSS for Windows also lets Globo.com segment customers by topic, allowing for upsell opportunities and increased revenue. For example, Globo.com can e-mail premium sports videos to customers to help them follow their favorite teams.
Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters