Three signs £18m contract for IBM business intelligence platform

Mobile operator Three is deploying an £18m managed business intelligence platform in a bid to increase customer retention.

IBM will be providing the cross-channel marketing campaign management solution and will include Unica Campaign software to help Three gain a better understanding of driving customer usage.
A Three spokesperson said the mobile operator would like to provide "the right offers to the right customers at the right time".

"IBM software and services enable us to bring together business and IT to provide the information needed to inform decision making on products, services, stores, networks and marketing communications," the spokesperson said.

Three hopes the IBM solution will help it move beyond simple forecasting by allowing it to predict how certain products and services will resonate with a specific customer demographic.
It is designed to run multiple, simultaneous marketing campaigns that could help assist Three in its goal to double its customer base in the next few years.

The five-year contract was signed in January 2012, and the full managed service officially began on 1 April 2012.

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