Telco delivers targeted, personalized campaigns

As part of a leading global communications company, this mobile telecommunications organization has offices in 26 countries and is represented by partners in 34 other countries across five continents. The company provides 206 million worldwide customers with a complete range of mobile telecommunication services, including voice and data communications. The company offers its 15 million clients the experience and expertise of a world leading company, whose mission is to help its clients—whether individuals, businesses or communities—to make the most of the opportunities the latest mobile technologies have to offer.

The challenge
This company’s strategy is to constantly improve the services it offers to its customers. Understanding and analyzing customer data, both corporate and consumer, is key to this strategy. But the company stored its customer information in a number of separate databases, which created a major challenge for the marketing department. The process to extract the necessary information about the behavior and preferences of its customers was complex, making it difficult to automate marketing campaigns. As a result, the company was struggling to respond rapidly to the needs of its target market.

Because the company’s data was distributed across numerous systems and databases, it was difficult for marketers to access information. As a result, they often relied on the IT department to develop, modify and execute campaigns. At the same time, the methods the company used to store contact history records were not optimal for effective campaign analysis and evaluation. The company wanted the ability to collect and analyze customer data in order to create campaigns that could be tailored individually according to product and customer. This would improve productivity during the planning and execution stages of relationship marketing campaigns. As a result, the company launched a program to evaluate available enterprise marketing management software solutions.

The solution
After an exhaustive evaluation process, the mobile company chose the IBM® Campaign management solution, IBM Campaign. One reason for its decision was the software’s ability to integrate distinct sources of information without requiring a single unified database. Moreover, IBM demonstrated its ability to develop a pilot project that was up and running in only a few weeks. As part of the pilot project, IBM Campaign connected with the company’s existing campaign management databases and successfully ran three campaigns based on live data. The company achieved significant productivity gains from day one, thanks to IBM Unica’s highly intuitive and user-friendly nature.

Today, the entire marketing department uses IBM campaign management software. One of the team’s priorities is to collect and analyze customer data, which is essential to successfully evaluate campaigns and manage customer relationships and product marketing.

The results
As a result of the implementation, the marketing department can now focus on more strategic tasks, such as optimizing the planning and execution of personalized customer campaigns. This prevents customers from becoming the targets of too many initiatives and suffering from “campaign fatigue.” Another significant benefit is the ability to measure campaign results with a high degree of accuracy, allowing the company to respond rapidly and effectively to future opportunities.

Thanks to IBM Campaign, the company now conducts approximately 120 consumer campaigns and 60 corporate campaigns every month, reaching a target audience of approximately 10 million individual customers. Marketing can conduct campaigns across a range of different channels, including telemarketing, electronic mail, SMS and MMS. The company can integrate personalized messages in invoices, loyalty points statements and notices of special offers into the wider customer relationship management programs.

Using IBM Unica software, the mobile company has experienced greater efficiency and better results in its business. The mobile leader has also succeeded in tightening its control over the frequency and content of the messages it sends to customers. This, together with its improved ability to analyze and evaluate results, enables the company to target its messages still more precisely in future campaigns.

The organization has centralized all the information relating to offers, market segments and customer contacts within a single system. As a result, it has reduced the cost of its marketing campaigns while improving their precision, productivity and profitability.

Future plans
In the future, the company intends to integrate its marketing campaigns into new channels, such as point of sale, with a view to improving customer tracking and thereby fostering customer loyalty.

About IBM Unica solutions
IBM Unica products are innovative marketing solutions that turn your passion for marketing into business success. Our comprehensive approach to interactive marketing enables organizations worldwide to understand their customers and use that understanding to engage buyers in highly relevant, interactive dialogues across digital, social, and traditional marketing channels.

Recognized as a leading integrator of enterprise systems for multiple industries, we help organizations with a wide variety of projects, analyzing real-time information and returning measurable value to stakeholders. In addition, we provide worldwide support for a variety of industry-partner content, services and applications.

For more information
To learn more about IBM Unica products, please contact your IBM marketing representative or IBM Business Partner, or visit the following website: ibm.com/software/info/unica.

Smarter Commerce: An integrated approach
IBM Unica products are part of the IBM Smarter Commerce initiative. Smarter Commerce is a unique approach that increases the value companies generate for their customers, partners and shareholders in a rapidly changing digital world. To learn more about Smarter Commerce, visit ibm.com/smarterplanet/commerce.