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Churn prevention and agile campaign engine setup for a Pay TV company

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Goal
Help a leading APAC Pay TV company transform their approach to churn to counter new threats to its customer base with 3 goals:
Drive down churn by setting up a proactive, transformational approach to churn, driven by analytics
Build muscle and capability in data and analytics
Pilot a new integrated and agile way of working

Impact
Over 6 months we worked together with the client to setup a proactive, whole of company approach to churn with 5 major impacts:
Setup the first high performance cloud environment
Created the first integrated dataset for the company, joining 20+ data sources and creating a 33TB asset
Developed 2 machine learning models with explainable AI, improving accuracy by 1.4-2.5x
Setup an integrated agile squad to execute campaigns from the model
Executed over 150 tests to create the largest proactive campaign and experiment in the company’s history

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