Intent HQ unlocks hidden customer insights that activate more effective campaign targeting and provide a better customer experience.
Challenge
Our UK tier one telco client wanted to identify a new target audience for a base marketing offer, and provide its customers with the most relevant marketing communications experience possible.
Results
Intent HQ’s sophisticated ‘lookalike’ approach to audience segmentation and deep human-like customer insights allowed our client to identify a highly targeted campaign audience
Delivering a more relevant marketing experience,making optimal use of limited contact frequency opportunities
As a result, the initial campaign resulted in a 65% higher conversion rate and improved revenues.
The need for relevance at scale
Our client wanted to offer a new added-value service, a meditation app subscription, to complement other options available. They had already discovered relevant audiences within Insights Explorer, using the platform’s enriched insights to understand lifestyle interests, brand affinities and value preferences.
With self-serve snapshot views of the customer base, and slice and dice functionality at their fingertips, they were able to create on-the-fly customer segments. A core seed audience of existing customers was identified, who had solid interests and brand preferences aligned to wellbeing.
However, the seed audience was small in size, and our client needed to understand if they could expand this small but precise target group enough to justify the return on investment, but without including customers for whom the meditation app was genuinely irrelevant. The marketing team also needed to determine the best use of limited contact frequency opportunities.
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.
If attention is the new currency, there simply isn’t enough of it to go around. Click-through rates are in the gutter, adblock use is growing, free reach on social isn’t free anymore, and organic search traffic is declining.
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.
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?