Marketing AnalyticsMarketing Analytics

DEVELOP A COMPETITIVE EDGE BY USING OBJECTIVE CUSTOMER INFORMATION TO DESIGN

MORE ATTRACTIVE PRODUCTS AND IMPROVE THE EFFECTIVENESS OF MARKETING

Customer InsightCUSTOMER

INSIGHT

The Marketing Analytics solution is intended

to help product management and marketing

teams to design products, business models

and marketing campaigns that reflect real

user behaviour. This leads to better customer

experience and helps to achieve competitive

differentiation.

Marketing Analytics is designed to enable

Marketing and Product teams to:

Design Product Offers and improve Tariff

Plans

Analyse usage patterns and predict new

trends

Track effectiveness of the offers and

adjust

them as needed

Understand OTT application usage

Segment your customer base

Design and execute highly targeted

marketing campaigns

Harness the value of Big Data

The Marketing Analytics solution provides

details on overall data consumption for a

customer segment or service and, since it

includes Polystar’s Application Recognition

engine, which services and applications

customers are using – including OTT

applications.

This provides a rich source of data regarding

customer behaviour and can be correlated with

other relevant information regarding individual

subscriptions, subscriber characteristics,

device activity, and more. The information is

visualised in graphs that can be used to follow

trends, make executive reports and ad-hoc

analyses.

www.polystar.com | +46 8 50 600 600 | marketing@polystar.com© Polystar 2014

KEY BENEFITS

Increase ARPU, reduce churn and maximise return on investments by being able to adapt offerings and campaigns to actual user needs

Adjust business models faster than competitors, which put operators in a position to increase market hare and increase brand differentiation

Increased conversion rate through better adaptation of messages to target groups

Marketing Analytics

Marketing ProductManagement

www.polystar.com | +46 8 50 600 600 | marketing@polystar.com© Polystar 2014

Understanding subscriber behaviour is the

foundation of successful marketing and

product management for a mobile operator.

Operators need to segment their customer

base and understand user behaviour so that

they can target offers more effectively, based

on what subscribers are actually doing.

Polystar’s Marketing Analytics solution provides

the crucial link that enables objective network

data to be understood and interpreted,

delivering rich insight into how particular

customer segments are using mobile data and

applications.

Usage is measured by data volume, number

of unique users and activity time. These

parameters may be analysed over a range of

dimensions, revealing invaluable information

regarding subscriber behaviour.

The standard dimensions are:

Subscription

Price Plan

Age Group

Gender

Location

Handset Vendor

Handset Model (IMEI)

OTT Application

OTT Application Category

POWERFUL CUSTOMER SEGMENTATION AND ANALYSIS

www.polystar.com | +46 8 50 600 600 | marketing@polystar.com© Polystar 2014

ENHANCED PRODUCT MANAGEMENT AND OFFER DESIGN

BETTER CONTROL OVER MARKET CAMPAIGNS

The Marketing Analytics solution enables

operators to segment customers and

understand how different segments use

different services. This helps marketing teams

to identify offers that should be presented to

particular target groups and through which

channel they should be delivered.

The resulting insight into customers allows

operators to continuously design well-defined

marketing campaigns that are perceived as

relevant to the intended target group and

to deliver them via the most appropriate

channel. By identifying the right offers and the

right delivery channels, better returns can be

obtained from marketing expenditure, as it is

targeted more efficiently.

The Marketing Analytics solution, with its

capability to analyse subscriber behaviour,

makes it possible to identify and explore trends

through time, compile executive reports and

perform ad hoc investigations of mobile data

usage, which customer segments are using

OTT applications, and to what extent.

Filtering tools enable product management

teams to select OTT applications and reveal

utilisation levels. Additional levels of filtering

enable usage levels to be viewed by different

criteria, such as subscription package and

user type. Such information reveals how

different user groups consume applications

and services, helping operators make better

business decisions on future products and

promotions.

MARKETING ANALYTICS REPORTING PACKAGE

Enables product management and marketing teams to design products, business models and

marketing campaigns that reflect real user behaviour. It monitors the following interface:

PS Gn Mobile Data Usage