Mobile Operator MENA :
Linnaeus Consulting built a marketing segmentation for a leading operator in the MENA region on the back of their customers’ usage of the mobile phone.
The raw data sets were extracted daily and transformed into meaningful groups for marketing, allowing the operator to understand how their 11 million+ customers were using their mobile phones. Names for the distinct groups define their dominant characteristic - MMS Doubters, Active Browsers, Multi Actives etc.
The unique real-time desktop software gives the power to the operator’s marketing department with no dependency on data warehouse or IT team, providing :
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real-time reporting
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marketing analysis functionality
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predictive behaviour forecasting
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customer identification and campaign planning
Application 1 - improving marketing efficiency :
Rather than advertising offers through media used predominantly for brand building, Linnaeus will improve the efficiency of the marketing budget.
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as an alternative approach to a poster campaign, Linnaeus can identify customers who are currently only using their phone to text during the working week
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a bespoke offer can be transmitted as a text message
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the impact of a traditional brand advertising campaign on different segments of customers can be measured
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when incorporating an offer on a brand advertising campaign, media placements can be planned according to the known profile of customers that only text during the working week
Application 2 - recommend a friend :
Linnaeus enabled the marketing team to understand the differing values of customers according to how much they were using the mobile phone across networks
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analysis showed customers who had a greater number of contacts on competitor networks were of a higher value to the operator
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53% of customers only communicating within the operator’s own network
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43% were communicating with contacts on the two other network operators in the country
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an offer was developed for the 25% of the customers with 3+ friends on other networks incentivising these customers to encourage their friends to switch network operator
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Retail UK :
Linnaeus Consulting compared profiled behaviour of on and offline purchasers, at customer and registrant level, with that of browsers at PC level, for rule generation in building the segmentation for the desktop SaaS platform of both customers and browsers.
Application - Analysis on browser source
Analysis by different sources of access into the website showed variation in the number of pages and products viewed.
Those coming into the site via Yahoo had the greatest number going into sale offers but the least number of browsers in all of the full priced product categories.
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Mobile Operator APAC :
Linnaeus Consulting built a SaaS platform to deliver a Customer Intelligence Marketing solution for an APAC mobile operator, as a desk-top application using real time data. Segments of users within 7 tiers were defined with rules and descriptions agreed:
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constant users
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core
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text only
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voice only
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new to file
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dormant
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contract
Application – New Product launch :
Top up and Behavioural patterns in usage of the mobile phone, held within the Linnaeus platform, allowed us to develop a clear profile of a customer who had taken up a recently launched new tariff offer.
The operator was then able to identify other groups, from both new & existing customers for targeted marketing campaigns improving the tariff take up from the customers that they wished to switch.
Analysis was undertaken on all Core & Constant User Customers, as defined by the Linnaeus platform, who had purchased at least one top up in both the 5 weeks pre and post the launch of the new tariff offer.
Take up of the new tariff offer up for each identified group of customers was then quantified
Key highlights :
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total spend by customers who topped up with new tariff, in 5 weeks post launch, increased by 28% over spend in 5 weeks prior to the launch, driven by greater frequency of top ups but with a lower value on each top up.
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revenue when measured against those who did not take up the new tariff was 15% higher
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nearly 30% of customers who were identified, as those most likely to take up the new tariff offer were ‘early adopters’ of the new tariff.
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40% of the highest take up group of customers have topped up within 5 weeks of the launch of the new tariff compared to 8% from the least interested segment of customers
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behavioural usage held within the Linnaeus platform allowed a predictive variable to be developed to enable future product launch planning and profitability to be maximised
The highest take up of new tariff offer was from customers who had previously had more than the 2 top ups in the 5 weeks prior to launch of the new tariff, and where offer type and amount of top up had varied. 19% of this group of customers took up the new tariff offer compared to 2% take up from the weakest group of customers.
click for detailed chaid model chart
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