55pc telcos invest in data-driven marketing operations: Study
Nearly 55 per cent telecom operators in all regions across the globe have invested in data-driven marketing operations aiming at improve customer engagement.
Besides, over 80 per cent of telecom operators face data integration as a core challenge, owing to the intensive and expensive process of collating data from multiple sources, according to a research study.
Mobility solutions provider Mahindra Comviva and Ovum jointly conducted the research study on Trends and Future Plans for Telcos Data-Driven Marketing Operations recently, said a press release of Mahindra Comviva yesterday.
The study investigates the investment trends, current and future use cases and challenges associated with the use of analytics in driving data-driven marketing operations.
A total of 110 telco executives (including CMOs, CIOs, CSOs and heads of departments) across Latin America, Africa, Asia, Central and Eastern Europe, Middle East, North America and Western Europe took part in the study.
The study indicated almost 60 per cent of telcos deployed customer loyalty and retention management as the use cases. About 80 per cent of telcos with well-developed analytics strategies have deployed churn and campaign management use cases of real-time and next-best offers, and identifying specific use cases and integrating the results from analytics into existing marketing processes.
Amit Sanyal, Head for the Consumer Value Solutions, Mahindra Comviva said,
Across the world, contextual marketing solutions is gaining importance. It is, therefore, imperative for telcos to deploy analytics tools that enable the delivery of an improved and personalised experience to create custom delight.
The study reiterates our belief that adoption of analytics for data driven marketing operations is the name of the game. And this can be thrived through investment in data management and integration tools, he added.
