C5i > Case Studies > Telecom provider with over 200 million customers aligned online and offline interactions for personalized engagement

Telecom provider with over 200 million customers aligned online and offline interactions for personalized engagement

Company Size

1,000+

Region

Asia

Country

India

Product

Adobe Audience Manager
Adobe Target

Tech Stack

Data Integration
Data Analytics

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Brand Awareness
Customer Satisfaction
Revenue Growth

Technology Category

Analytics & Modeling - Big Data Analytics
Analytics & Modeling - Real Time Analytics

Applicable Industries

Telecommunications

Applicable Functions

Business Operation
Sales & Marketing

Services

Data Science Services

About The Customer

The customer is India's largest telecommunications company, boasting over 200 million mobile customers and an online revenue of USD one billion. The company operates in a highly competitive market and has a diverse range of services, including prepaid mobility services, post-paid mobility services, DTH/Sat TV services, and broadband/DSL services. The company was looking to leverage its vast customer base more effectively by integrating online and offline customer data to provide personalized offers and improve customer engagement.

The Challenge

India’s largest telecommunications company, with over 200 million mobile customers and an online revenue of USD one billion, was struggling to leverage its vast customer base effectively. The company was using disparate offline data sources to track bill payments, recharge history, and minutes usage, but it was unable to identify customers uniquely. The company's key objectives were to identify online users as soon as they landed on the site, assign a unique ID to them, map the unique online customer ID to offline data using Adobe Audience Manager, create and render personalized offers to customers based on various variables, and create opportunities for pushing mobile APP to smartphone users.

The Solution

Blueocean Market Intelligence conducted a series of workshops to understand the business drivers, activities, and define the actual list of hypotheses which need to be solved for. The company prepared a detailed attribute and variable list for different lines of business. Using segments and attribute modeling in Adobe Audience Manager, the Blueocean Market Intelligence team created an automated process to conceptualize, create, and implement personalized web and mobile offers for customers. The team worked with business stakeholders to assign ROI and incremental revenue values at each customer level for personalized banners/offers pushed online using Adobe Target.

Operational Impact

Integrated over 500 data points for key business units.
Achieved complete automation of attribute set up and rendered them seamlessly into Adobe Target for personalized offers.
The client was able to institutionalize the offer creation and rendering process with 100% automation - five custom offers in 15 days.

Quantitative Benefit

After a thirty day run for prepaid mobility users Adobe Target recorded a campaign lift of 21%, incremental revenue of 15% and rise in visitors to offer landing page by 12%.
Indirect impact – mobile APP penetration for 25 business division/regions in India went up by 10% between Jan’ 14 - Mar’ 14.