Telstra has been employing machine learning techniques in attempt to ease the angst of distressed customers the telco’s GM for analytics said yesterday.

Andrew Condron said Telstra tries to predict customers who are in distress or likely to be in distress and contact them before they contact Telstra.

Condron said the telco giant also employs technology to determine the relevance of up-selling to its customers.

“We’ve applied machine learning in determining likelihood to respond to our marketing campaigns and most recently we’ve been starting to apply these techniques to uplift moDelling – which is actually a combination of two models to predict your likelihood to be converted or influenced by marketing” Condron said.