Telecom provider with over 200 million customers aligned online and offline interactions for personalized engagement
Customer Company Size
Large Corporate
Region
- Asia
Country
- India
Product
- Adobe Audience Manager
- Adobe Target
Tech Stack
- Data Integration
- Data Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
- Brand Awareness
Technology Category
- Analytics & Modeling - Big Data Analytics
Applicable Industries
- Telecommunications
Applicable Functions
- Sales & Marketing
- Business Operation
Services
- Data Science Services
About The Customer
The customer is India's largest telecommunications company, boasting over 200 million mobile customers and an online revenue of USD one billion. The company operates in a highly competitive market and has a diverse range of services, including prepaid mobility services, post-paid mobility services, DTH/Sat TV services, and broadband/DSL services. The company was looking to leverage its vast customer base more effectively by integrating online and offline customer data to provide personalized offers and improve customer engagement.
The Challenge
India’s largest telecommunications company, with over 200 million mobile customers and an online revenue of USD one billion, was struggling to leverage its vast customer base effectively. The company was using disparate offline data sources to track bill payments, recharge history, and minutes usage, but it was unable to identify customers uniquely. The company's key objectives were to identify online users as soon as they landed on the site, assign a unique ID to them, map the unique online customer ID to offline data using Adobe Audience Manager, create and render personalized offers to customers based on various variables, and create opportunities for pushing mobile APP to 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 which need to be solved for. The company prepared a detailed attribute and variable list for different lines of business. Using segments and attribute modeling in Adobe Audience Manager, the Blueocean Market Intelligence team created an automated process to conceptualize, create, and implement personalized web and mobile offers for customers. The team worked with business stakeholders to assign ROI and incremental revenue values at each customer level for personalized banners/offers pushed online using Adobe Target.
Operational Impact
Quantitative Benefit
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
Related Case Studies.
Case Study
Vodafone Hosted On AWS
Vodafone found that traffic for the applications peak during the four-month period when the international cricket season is at its height in Australia. During the 2011/2012 cricket season, 700,000 consumers downloaded the Cricket Live Australia application. Vodafone needed to be able to meet customer demand, but didn’t want to invest in additional resources that would be underutilized during cricket’s off-season.
Case Study
SKT, Construction of Smart Office Environment
SK T-Tower is the headquarters of SK Telecom. Inside the building, different types of mobile devices, such as laptops, smartphones and tablets, are in use, and with the increase in WLAN traffic and the use of quality multimedia data, the volume of wireless data sees an explosive growth. Users want limitless Internet access in various places in addition to designated areas.
