Marketing campaigns are won and lost on the accessibility and quality of companies’ data about their customers – and how smartly they use it.
Customer analytics is a vital part of setting the direction of any telco’s marketing activities. Without a clear picture of who your customers are, any campaign you run won’t be effectively targeted or personalized to the degree that today’s consumers now expect.
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.
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?
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.
Marking a turning point in the company’s development, Intent HQ, the privacy-first Customer AI Platform optimized for Telcos and their user data, has been included in the Financial Times’ sixth annual list of Europe’s fastest-growing companies, the FT1000.
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.
The telecoms industry holds some of the most extensive and detailed customer data of any sector. One major advantage for these firms is that the data they possess comes directly from their customers.
Diversity and inclusion are values we really believe in at Intent HQ, so we were thrilled to be recognised for our efforts with a ‘Best Tech Employer’ award shortlisting from Women in Tech.
Consumers want a personal relationship with their brands. But they also don’t want to feel as though they’re being spied on or having their personal details used inappropriately by marketers.
Personalization and customer value management are already a key growth driver for telecoms. McKinsey says about 70% of Telecoms have at least a pilot project underway and many are successful.