Telcos are at an inflection point. For years, they’ve faced mounting pressure from better-funded, more innovative tech competitors, and seen a return on investment, profits and market share slowly dwindle.
Customers expect relevant communication. Each customer that makes up a brand’s customer base is a unique individual with various needs, expectations and pain points. To effectively communicate and support them, organizations must acknowledge their diversity, and act accordingly. Customer segmentation refers to the process of dividing customers into subgroups based on similar characteristics and variables […]
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, […]
Most telco marketers recognize the importance of personalization to their efforts. Impersonal, mass market campaigns won’t provide customers with the relevance they demand, leading to lower engagement and poorer return on investment, and professionals know this. But understanding what needs to be done and doing it in a way that actually meets the needs of […]
Applying Audience AI, Verizon successfully broadened its enrolment propensity model using consumer interests and behaviors.
Intent HQ unlocks hidden customer insights that activate more effective campaign targeting and provide a better customer experience.
Verizon partners with Intent HQ to improve sector-leading churn prediction accuracy by up to 3.5%.
Marketing campaigns are won and lost on the accessibility and quality of companies’ data about their customers – and how smartly they use it.
Effective personalization should be the goal for any marketing campaign. Generic, mass-market efforts often fail to engage with customers and offer a very poor return on investment.
Consumers have had enough of mass-marketing.
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Telcos are at an inflection point. For years, they’ve faced mounting pressure from better-funded, more innovative tech competitors, and seen a return on investment, profits and market share slowly dwindle.
Customers today care more than ever about the values of the companies they do business with. They want to know the brands they choose are socially and environmentally conscious and will quickly vote with their feet if they think enterprises aren’t doing enough, or aren’t taking the issue seriously.