Anovation re-structured and data-based an internal customer database for a satellite TV network of over a million customers, providing registry and access systems that gave the client updated membership numbers, “churn” measures and segmentation filters. The system also included variable security levels for management access. This client finally found out their basic performance levels and threats to growth, in particular high churn levels in an ethnic segment they were not aware of! From the statistics generated we were able to develop a model that would project future trends based on varying pricing of packaged satellite TV options. This strongly highlighted the need to correct this ethnic imbalance in programming – which this client has been extremely successful in implementing.


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