2014 will be the year that operators trade gut and intuition for a new way of marketing – one that relies on big data analytics and science.
Mobile operators face a challenging environment, characterized by a changing revenue mix, fierce competition and, as a result, the need to drive improved loyalty. Compounding these challenges are legacy tools, manual processes and batch campaigns which simply can’t operate with enough granularity to discover and exploit personalized customer marketing opportunities.
We see 2014 as the year that operators adopt a more scientific approach to marketing by investing in technologies that help transform customer data into actionable behavioral insights to drive one-to-one customer experiences.
By leveraging scientific methodologies to uncover unique behavioral insights – derived from monitoring and modeling customer behavior over time in an automated manner – operators can understand and dynamically act upon customer behaviors, intentions, and motivations at the right time with the right communications.
With this shift towards scientific marketing, 2014 will also see more operators applying machine learning techniques to learn and respond to feedback, helping to continually refine strategies, messages and offers. This increased reliance on technology and automation to drive adaptive optimization will eliminate the guesswork of determining what’s working and what’s not.
This merge of marketing with science and technology will completely transform how operators engage with and market to their customers, and drive dramatic results around revenue and retention.
Derek Edwards is the CEO of Globys.