Pay-TV service looks to raise its customer analytics game after beta trial showed that identifying ‘next best action’ doubled customer acquisition
London, 5 September, 2019 – Singula Decisions, the subscriber intelligence specialist, today announced that Racing TV has chosen Singula® Subscriber Intelligence, to deliver real-time customer engagement and gain valuable insights across its entire subscriber base. Racing TV, the UK and Ireland’s premier horse racing channel, chose to deploy Singula® Subscriber Intelligence, which provides AI-driven subscriber intelligence and identifies ‘next best actions’ by utilizing all available customer data in real-time to help reduce churn, grow its subscriber base and boost average revenue per user. Singula Decisions will be demonstrating Singula® Subscriber Intelligence on the Microsoft stand (Hall 1, C27) at IBC 2019 at the RAI Amsterdam, September 13-17.
Racing TV’s decision to deploy Singula® Subscriber Intelligence, built on Microsoft Azure, came after the platform was successfully piloted in a beta trial with the company. In one customer acquisition campaign, the platform doubled the conversion rate while being able to predict with over 94% accuracy high-risk churners in a free trial programme.
“We’ve worked with Singula Decisions for over 13 years to manage our customer billing and communications. The decision to deploy Singula® Subscriber Intelligence significantly extends our relationship enabling us to put data at the heart of our subscriber management and marketing activity,” says Clive Cottrell, Director of Marketing at Racing TV. “We’re always looking at how we can better engage our subscribers at every stage of the customer journey and with the platform we’ll be able to utilise new technologies like machine learning and AI to personalise real-time interactions.”
Through Singula® Subscriber Intelligence, Racing TV will utilise predictive models, created in collaboration with the data science centre of excellence at Edinburgh University, to determine the ‘next best action that reflects where that subscriber is in the customer journey, their value as a customer, their likely response and other factors. These actions can be a timely promotional offer, an informative communication, or even to simply do nothing.
“Employing AI to tap into customer data in real-time enables TV operators such as Racing TV to take more targeted, relevant and proactive actions that strengthen customer relationships and work better for the business,” says Bhavesh Vaghela, Singula Decisions’ Chief Executive. “We are excited about working even more closely with Racing TV to implement Singula® Subscriber Intelligence after a highly successful beta trial and support their business to use data more effectively to grow their subscriber base and revenues.”
The platform draws on Singula Decisions’ 20-year heritage in pay-TV subscriber management, incorporating expertise gained from supporting more than 100 subscription and pay-per-view businesses – with subscribers numbering in the millions. The company’s combination of customer management experience and innovative technology enables service operators to advance their analytics capabilities and gain a competitive advantage.
Singula Decisions will be demonstrating Singula® Subscriber Intelligence at the Microsoft stand throughout IBC 2019.