Getting customer segmentation right is easier said than done. In many cases, businesses’ efforts are hampered by complex data analysis processes that may require a large investment by the data science team or the use of third-party consultants to develop the right models. Because these efforts take so long and are so expensive to complete,… Continue reading How AI is vital in boosting customer segmentation
Telecommunication companies sometimes veer away from an incredibly rich, yet underutilized dataset – data already in their possession – weblog data. Concerns about privacy, scalability challenges, and fears of potential misuse have created significant hesitation. This has been stopping Communication Service Providers (CSPs) from leveraging their weblogs to offer more relevant marketing and from monetizing… Continue reading Make weblogs safe and valuable for marketing
Data is essential for any business today. But having access to data and using it effectively are two very different things. For instance, are you sure the picture it’s painting for you is really accurate? If you’re working off incorrect assumptions or incomplete data that doesn’t tell the whole story, you could end up talking… Continue reading Analyzing insights – what is your data really telling you?
Personalization is a must-have for any telco in today’s hyper-competitive environment. Being able to stand out from the noise and deliver relevant, timely messages to the right customers is essential in securing a return on investment and keeping satisfaction high. However, to benefit in the long run, it’s vital to know exactly which elements of… Continue reading Measuring the impact of true personalization initiatives
Improving return on investment should be a top priority for communication service providers (CSPs) in their marketing campaigns. Yet in many cases, even though these companies have a wealth of information available about their customers, they aren’t using this effectively to deliver better, more personalized messaging. As a result, many campaigns are too generic or… Continue reading How data-led campaigns offer more for your money
Best practice is to use all three, of course. Facts, generalizations, and inferences are defined as personal data whenever they are attributed or attributable to a customer. They are regulated under laws such as GDPR in Europe and CPRA in California, so are rightly part of a conversation about customer data protection and privacy. Using… Continue reading 3 Kinds of Customer Data: Facts, Generalizations and Inferences
It was expected to die. Instead, it continues to grow. Despite the rise of GDPR and other privacy regulations, marketing demand for third-party data has continued to drive billions of dollars of double-digit growth. Now, predictions of its impending demise have surfaced again. According to OnAudience, a provider of third-party data, Europe accounts for $6.3B… Continue reading How dead is 3rd-Party Data?
Data lakes have been around for eight years, and while the original concept was promising, many of the lakes have unfortunately turned into data swamps. This has prompted criticism of the concept itself.
Are you a troubled developer because your boss heard about BigData and is asking you about it? Are you a CEO who just wants an understandable explanation about the CAP theorem? Are you the partner of a developer who just wants to understand what he/she is doing?
Many customer actions leave a digital imprint — a sort of data exhaust. Content consumption produces weblogs, purchases make transaction records, and smartphones generate coordinates.