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Comcast Cable's NextGen BuyFlow system replaced a patchwork of disparate software and systems (the result of a series of acquisitions) that delivered pricing offers to prospects in more than 6,000 local franchise areas. Comcast needed a unified system that could scale, since at any given time Comcast counts 1.2 million published offers across its markets.
NextGen BuyFlow localizes online offers using the IP address and ZIP+4 location of a potential customer, which reduces the abandon rates that typically result when an e-commerce customer must provide personal details such as a home address. Since Comcast launched the NextGen BuyFlow system nationally in 2012, sales conversion rates increased to more than 25% (up from 18.6%). Additionally, Comcast reduced acquisition cost per customer by 38%. The company says the new system's online buying experience has also driven higher order value and lower churn rates.
Join InformationWeek’s Lorna Garey and Mike Healey, president of Yeoman Technology Group, an engineering and research firm focused on maximizing technology investments, to discuss the right way to go digital.