Every mobile operator seeks to improve its base marketing effectiveness. Until recently, the data available for subscriber analysis has been limited to subscriber CRM and “bill face” information. The advent of big data-driven subscriber-centric analytics changes the status quo and dramatically increases the opportunity for new revenues and more efficient allocation of resources.
In fact, Gartner estimates that the average mid-sized operator is presented with an annual opportunity size of greater than $100M if it can effectively leverage big data analytics for activities such as segmentation, retention, and campaigns. And to be clear: that’s the internal opportunity. It has nothing to do with selling subscriber data to 3rd parties.
So what does it take to reap those benefits? It takes a better understanding of subscriber behavior – the kind of understanding that subscriber-centric analytics delivers.
With such an understanding, operators can:
• Identify for each subscriber the product with the highest probability of a successful sales attempt
• Design more effective campaigns by identifying segments that are most likely respond to upsell activities
• Assess for each subscriber the likelihood of churn and the likelihood of a positive response to a retention offer
• Categorize subscribers by specific micro-segments
• Enable partners and advertisers to increase and better measure the effectiveness of their own campaigns
• Set prices for new products and services
In the next post, we’ll take a look at examples of the successful application of subscriber-centric analytics to operator marketing initiatives like the ones above.