Case Study: Real-time propensity scores enhance call routing for a leading telecom
Key results
The challenge
A leading telecommunications company wanted to improve outcomes from inbound calls beyond what standard and traditional call-tracking-based routing delivered. It needed to route callers based on real-time likelihood to purchase.
The solution
Working with the AIStream approach, the company implemented real-time propensity scoring through Tealium integrated with an AWS modeling system and Adobe Analytics, applying a propensity-to-buy routing strategy to the 45% of callers who consented to tracking.
The results, in context
The real-time propensity-to-buy routing model boosted sales by 57.97% compared to standard routing methods and delivered a 37.1% increase over traditional call-tracking-based routing systems. The model reached statistical confidence of 100% within a week in a control-group test.