Looking to AI for Nationwide Expansion
For more than 25 years, Euskaltel has kept the people of Northern Spain connected. When the telecom company planned to expand nationwide, it sought new ways to compete while also retaining existing customers.
Euskaltel’s business intelligence team had experimented with artificial intelligence on a limited basis but still spent considerable time writing code. With the nationwide expansion, they had to find a more scalable way to use AI and machine learning in their workflow.
“As a regional telco, we needed to reinvent ourselves,” explained Isidro Fernandez de la Calle, Director Corporativo Empresas. “We knew we needed AI to accommodate much more data as we launched our brand on a national scale.”
Pinpointing the Best Offers for Prospects, Customers
Euskaltel chose to deploy DataRobot AI Platform to automate and expedite customer insights.
“It was obvious that the AI platform was the enterprise solution to cover our needs from end-to-end,” said Fernandez de la Calle. “We saw it as the best way to reduce our time to market and allow our business intelligence teams to be much more productive.”
Euskaltel’s data scientists rely on the platform daily to help identify optimal ways to retain current customers, secure new ones, reduce the incidence of payment defaults, and identify cross-selling opportunities. Using DataRobot’s Optimizer, they weigh potential discounts to determine the optimal pricing for a customer and the next-best action to retain that customer.
DataRobot’s Decision Intelligence Flows capability lets the team move beyond predictions to build rules based on complex business logic – to automate and accelerate decision-making.
“Decision Flows gives us the opportunity to automate something that, until now, was outside of any machine learning framework, which is the translation between the model’s prediction, and the data that is useful to the final user. That’s now automated,” Vilaplana said.
Increasing Revenue, Reducing Churn
Using the DataRobot AI platform, Euskaltel added initiatives and amplified results without increasing the size of the marketing team. With DataRobot University, even business users without prior data science training have been able to uncover insights.
“DataRobot AI Platform enables us to scale with the limited resources we have so we can deploy multiple projects in parallel,” Vilaplana said. “It simplifies my job to deliver better solutions internally and allows us to perform more projects with the same head count. We now get models into production in seconds so we can spend more of our time on understanding the problem and the data.”
Euskaltel derived value from the solution within a quarter, helping it quickly gain traction and a competitive edge for the nationwide expansion, along with increased revenue for certain services and a reduced churn rate.
What’s more, the platform gives Euskaltel confidence in the accuracy of the results it generates. And with built-in guardrails, the platform is designed to produce responsible and ethical AI.
AI Services for B2B Customers
With success with AI internally, Euskaltel began offering AI services to guide its B2B customers to data-backed decisions for similar challenges.
“With this new technology, our B2B customers come up with new solutions very quickly, launch more initiatives, and see a very clear return on investment in the short term,” said Fernandez de la Calle.