The collection and analysis of customer data is becoming increasingly sophisticated. With the help of an Adobe Experience Platform and smart, predictive AI models, KPN wants to improve its customer experiences. KPN works with an enormous amount of data which makes this a challenging job that requires an innovative approach.
Analyzing KPN customer data is daily business for Stephan, Product Owner Campaigning and Anastasia, Data Scientist and Business Analyst, both working at KPN. Anastasia is currently working with a self-built tool called AMANDA to better analyze data. With this tool, Anastasia maps out the value of customers. Stephan then uses Anastasia's input to streamline marketing campaigns towards customers more efficiently. In principle, the Data Office and Analytics teams work independently of each other, but in practice there is a great deal of collaboration.
Stephan: 'Traditionally, marketing is very push driven. The easiest way for marketers is to send all your customers an e-mail or a letter when, for example, a new internet subscription is available at an attractive price. But that is a bit like a hailshot and hoping you hit something. By implementing and using targeted and automated data, you serve customers better and are more in line with their wishes.’
‘Even though we work independently of each other, you can see that developers know how to find each other when necessary', Stephan continues. ‘For example, the developers in my team recently worked together with Analytics colleagues from Anastasia to set up an interface between our systems. In addition, we often discuss how we have implemented the data models that are (or will be) used by Analytics. As for AMANDA, here I work with the Product Owner of AMANDA often, and we coordinate a lot during project meetings.'