*Time Warner Cable Chooses ExperianTime Warner Cable, New York, the largest owner and operator of cable systems in the country, said yesterday that it will use Experian's AnalytiX system to help track historical customer trends and target potential customers with new products such as digital cable and high-speed cable modems.
Time Warner Cable began looking for a solution because its marketing department was managing its own internal data warehouse. "That required computer programming skills when we really wanted to be in the marketing business," said Rob Sadler, corporate vice president of marketing at Time Warner Cable. "In addition, our corporate data warehouse wasn't accessible to people in the local offices, which is where the action is."
AnalytiX allows users to quickly integrate large amounts of data from a variety of sources to perform market segmentation, customer and promotion tracking, profitability analysis and in-depth market research to drive strategic marketing decisions. The system includes a marketing data mart, a powerful database marketing application and tight integration with leading data mining and statistical modeling applications.
Time Warner Cable is in the process of deploying AnalytiX and plans to have six locations throughout the country up and running by the end of the year, with additional deployment sites planned over the next two years. The company also wants to append additional information from Experian on household-level demographics to the system.