C5i > Case Studies > Large telco achieved greater revenues by integrating and analyzing 500+ data points of 200+ million customers

Large telco achieved greater revenues by integrating and analyzing 500+ data points of 200+ million customers

Customer Company Size

Large Corporate

Region

Asia

Product

Adobe Audience Manager
Adobe Target

Tech Stack

Data Integration
Data Analytics

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Revenue Growth
Customer Satisfaction

Technology Category

Analytics & Modeling - Big Data Analytics

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing
Business Operation

Use Cases

Predictive Replenishment

Services

Data Science Services

About The Customer

The customer is one of Asia's largest telecommunications companies. The company has a vast customer base of over 200 million mobile users and generates an online revenue of USD 1 billion. The company offers various services, including prepaid mobility services, postpaid mobility services, DTH/Sat TV services, and Broadband/DSL services. The company was looking for a solution to leverage its large customer base and increase its online revenue by providing personalized user experiences.

The Challenge

Asia’s largest Telco, with over 200 million mobile customers and an online revenue of USD 1 billion, was struggling to leverage its vast customer base. The company was using disparate offline data sources to figure bill payments, recharge history, and minutes usage, with no uniquely identified online customers. The key objectives were to identify online users as soon as they land on site and assign a unique ID to them, map the unique online customer ID to offline data using Adobe Audience Manager, create and render custom offers to customers based on various variables, and create opportunities for pushing mobile APP for smartphone users.

The Solution

Blueocean Market Intelligence conducted a series of workshops to understand the business drivers, activities, and define the actual list of hypotheses that needed to be solved. They prepared a detailed attribute and variable list for different lines of business. Using segments and attribute modeling in Adobe Audience Manager, Blueocean Market Intelligence created an automated process to conceptualize, create, implement personalized web and mobile offers for customers. They worked with business stakeholders to assign ROI and incremental revenue at each customer level for personalized banners/offers pushed online using Adobe Target.

Operational Impact

Integrated 500+ data points for key business units (prepaid mobility services, postpaid mobility services DTH/Sat TV services, Broadband/DSL services).
Achieved complete automation of setting up attributes and rendering them seamlessly into Adobe Target for creating personalized offers.
Indirect impact – mobile APP penetration for 25 business division/regions in Asia went up by 10% between Jan’14-Mar’14.

Quantitative Benefit

After a period of 30 days for prepaid mobility users – Adobe Target recorded a campaign lift of 21%, incremental revenue of 15% and increase in visitors to offer landing page by 12%.