A Providers Gold Mine: Data Analytics

Smarter marketing through data integration and segmentation leads to revenue growth at ATMC

One of the largest telephone co-ops in the nation, Atlantic Telephone Membership Cooperative (ATMC) competes against even larger cable companies for market share in the populous Shallotte, North Carolina area. But ATMC does not blindly roll-out new marketing campaigns; instead it uses ETI’s Vision Analytics to effectively identify, predict and target a wide variety of subscriber sales, service penetration and monetization trends that will drive more effective market strategies and growth.

Vision Analytics, one piece of the Vision360 turnkey solution set, is a collaboration with ETI's long-time technology partner and Esri Gold partner, Geographic Technologies Group (Goldsboro, NC).  Vision Analytics is integrated to GIS industry-leader Esri and their ArcGIS platform.

“Telcos amass a huge amount of subscriber behavioral data, that if harnessed correctly, can identify sales characteristics and trends that can improve market analysis and campaign efforts,” said Kris Ward, Residential Development and Special Projects Manager, ATMC. “With most telcos, this data lives independently of each other: OSS, billing, engineering, ticketing. But when it is joined through multi-system integration, opportunities for growing revenue are exposed.”

“The ability to segment your market into logical subscriber groups based on common characteristics and areas is critical,” he continued. “And because over 90% of our customer data relies on location, using Vision Analytics allows us to better able to target our campaign efforts towards mutual profile, demographics and geographic commonalities.”

“ETI has been our software integration partner for many years and we have trusted them to provision all of our technologies – voice, video and high speed data,” said Jody Heustess, ATMC, VP of Marketing.

“As our services have evolved, ETI has been there,” agreed Keith Holden, Vice President of Information Systems, ATMC. “From our video deployment via NagraVision system to the Motorola DAC6000 and SeaChange VOD, ETI has helped us deliver,” he said. “They have also been a key component in our BPON deployment with Motorola AXSvision, and our GPON rollout with Calix [E-7] and Metaswitch.  We rely on ETI as a technology partner because they have proven software that is both flexible and solid.”

“Now the time has come to monetize that network and Vision360 will help us do that by taking flat data from separate databases and integrating it into a single, unified geospatial view,” he continued. “This real-time data will then be used to analyze and predict sales trends, create and monitor marketing campaigns, and make faster business-level decisions that affect market share.”


About ETI Software Solutions: Since 1992, ETI Software Solutions has delivered billing and operational software solutions to telecommunications, broadband and satellite service providers worldwide. ETI's proven software products deliver rapid, comprehensive integration of back-office systems to Fiber-to-the-Home and IPTV technologies, providing instantaneous provisioning and billing of voice, video and data services. For more information, visit www.etisoftware.com.

About Atlantic Telephone Membership Cooperative:  ATMC is a member-owned cooperative providing a multitude of communications services, including telephone, long distance, business systems, wireless, Internet/broadband, cable television and residential and commercial security services in Brunswick County, North Carolina. Chartered in 1955, the cooperative currently provides service to over 38,000 members and is the largest telephone cooperative in North Carolina.

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