How can O2 monetize the customer action data within their network while protecting customer privacy?
Results
Significant first-year revenues projected at launch
A quick to market Proof of Concept of Intent Digital Ads generated over 18 target audiences and proved its ROI within months
A business model is now in place with full-service digital agency Bliss.
“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.”
Filipe Lima
Product Manager, O2
Digital media is widely used by brands today, spending a vast US$284bn* per annum globally and growing.
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?
At Intent HQ, we are at the forefront of navigating the complex terrain of AI biases, a critical aspect that shapes the future of fair and equitable AI systems. In our endeavor, we understand that AI’s transformative power hinges not just on its technical prowess but on its ethical application. This commitment aligns with our broader mission: to turn vast, unstructured data into actionable insights, ensuring privacy and security remain paramount.
In the Great Competitive Paradox story, we mentioned the concept of the Digital Twin. We described how the FANG companies create a digital profile that represents part of the real customer. They use this profile in order to engage in a more individual way, creating a highly personalised customer experience that in turn leads to a magnetic, sticky attraction to their brand.