How can O2 monetize the customer action data within their network while protecting customer privacy?
“The Digital Advertising POC has been brilliant, both from a Product Solution perspective as well as on the operational side, we have been able to quickly test it in-market and are already thinking about future improvements/iterations.”
Campaign Managers at media agencies spend many hours analyzing third-party cookie-driven data to select the appropriate media inventory for big brand advertisers, spending millions of dollars buying impressions in bulk. It’s a competitive business, yet the one thing all these bids have in common is the buy-side decisioning intelligence they are using.
Campaign Managers cannot deliver distinctively different media strategies when they rely on the same data to solve the same media placement problems. With the death of third-party cookies forecast, the challenge is finding new buy-side insights.
O2 knew the data they held on consumers’ digital behavior could unlock a significant competitive advantage for advertisers and reduce the reliance on third-party cookie-driven insight.
Now, the O2 Motion team wanted to commercialize this data further by enabling 3rd party brands to tap into the value of the insights while protecting and respecting consumer privacy.
Marketing campaigns are won and lost on the accessibility and quality of the data companies have about their customers. On paper, telecom operators have a huge advantage in this area because no sector holds the same volume or variety of customer data. But are these firms really making the most of this?
Join us at the Intent HQ 4th IESE Congress in Barcelona. Explore the transformative impact of AI on consumer loyalty and loyalty programs. Reserve your seat now to gain valuable insights and network with industry experts.
The Covid-19 pandemic was a driving force for businesses to innovate and pivot strategies. Telco and other service providers have long been viewed as utility companies by today’s consumers – customers might not necessarily love their service providers, but they do love the things they make possible. At the start of the global quarantine, service providers around the world were under immense pressure to deliver their services effectively to consumers.
Our latest report, “The State of Consumer Loyalty in Food Retail in Spain”, provides a detailed analysis of trends, preferences, and loyalty patterns from real first-party data that define the grocery market in 2023.