A global telco outperforms marketing benchmarks with smarter data applications

A leading telecommunications provider offered mobile, broadband, and enterprise connectivity services in a highly competitive global market. Having exhausted price and promotion marketing, the company was in search of new audience targets that would be more likely to respond to their product’s quality and reliability.

Big Village, a Bright Mountain company, has a long history of brand health tracking for this provider and was engaged to contemplate ways the brand tracking platform could be leveraged to better inform campaign optimization efforts.

The company, part of Bright Mountain, ultimately executed five steps to effectively leverage the data in campaigns:

1. Sample was synthetically boosted for more granular segment and geographic level analysis;
2. Segments with high strategic value were prioritized (e.g., competitors or customers, etc.)
3. Segments were mapped to media behaviors to more tightly align campaign plans to the requirements of specific audiences
4. Targeting models were developed for each segment for greater precision
5. Digital twins of each segment were developed to test messaging

These adjustments ultimately unlocked incremental leads for the provider — specifically, customers of key competitors they believed could be conquested. With the insights and tools generated from the tracking program enhancements, the marketing team was able to efficiently target these prospects and engage them with customized messaging to their specific needs. This ultimately led to campaigns that outperformed historical benchmarks.