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Oct. 15, 2008

Late yesterday, Alltel Wireless and its sales marketing partner Acxiom gave some public insight about the state of direct marketing for wireless service providers.

Acxiom says its customer base includes all of the major wireless carriers.

However, Alltel added that its platform implementation is the most thorough and has been in use for the past three years in the U.S. and abroad.

Tara Llewellyn, director of Alltel’s direct marketing efforts said "in the past, we kind of had one-off efforts that were not very sophisticated, not very robust. Acxiom’s software helped the wireless carrier determine which customers to contact, how to contact them and when to do so, thereby contributing to a very healthy 265 percent incremental post-paid growth in new accounts."

The software is fully customizable according to set criteria. “It’s not explicitly off-the-shelf. There is after all an element of it that was built with us in mind but it was a collaborative project,” she added.

Future versions of Acxiom’s software will perform analysis in near-real-time conditions, she added.

Greg Hogue, vice-president of communications, media and travel industries for Acxiom says "what Acxiom supplied for other mobile communications providers was limited to customer acquisition analysis, compared to a variety of follow-up and support analysis for Alltel."

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Source: Alltel Wireless.