Interactive Simulator Case Study

Synthesis

This was the first time this array of intelligence was brought together across BT Group’s markets and brands. The real challenge lay in making sense of it in a holistic way.

Dectech applied behavioural and modelling expertise to build a unified model of customer behaviour and financial outcomes, which could be used to explore a wide range of pricing scenarios.

Statistical analysis was then applied to the behavioural experiment data to quantify how consumer choices change in response to pricing. The research elasticities were combined with market and competitor intelligence to forecast acquisition and retention volumes, product mix, and customer profile. The market model was overlaid with costs to forecast the implications for revenues, margin and value.

Statistical Modelling Diagram