ITV Digital said it has selected predictive marketing software vendor Quadstone to analyze its customer database.
Quadstone's predictive marketing software lets companies understand, predict and influence their customers' behavior from data derived across online and offline marketing and customer-contact channels.
The Quadstone software is being installed in ITV Digital's London headquarters, where it will be used for three key business projects:
· Scoring new customer applications to improve credit risk assessments.
· Increasing the revenue earnings per customer.
· Reducing the cost of customer acquisition.
The Quadstone software also will be used to counter fraudulent credit applications and to evaluate customer retention and churn and improve cross-selling initiatives.
Since it was established as ONdigital in 1997, ITV Digital has obtained more than 1 million customers. The launch of the ITV Sport Channel last summer has further bolstered figures, and its customer base continues to grow steadily, the company said.
Tim McIvor, credit risk manager at Boston-based ITV Digital, thinks this sharp growth in customer numbers places even greater emphasis on understanding and predicting how his subscribers will behave.
ITV Digital is owned by Carlton Communications plc and Granada Media plc.