The telecommunications industry faces unique challenges, including long customer journeys, high churn rates and low immediate purchase intent, with only 5% of customers ready to buy at any given time. It’s crucial not only to target immediate conversions but also to continuously build brand awareness across various touchpoints, including digital channels, call centres, in-store visits and bundled services (mobile/fixed line). However, understanding which strategies truly drive these goals—especially with complex attribution across bundled offers and pricing sensitivity—can be difficult to pinpoint.
Objective Platform’s Marketing Mix Modelling (MMM) solution addresses these challenges by analysing data from all relevant touchpoints, providing insights into how each contributes to both sales and brand building. By integrating information from CRM systems, billing data, customer service interactions and promotional activity, our MMM solution offers a comprehensive view of customer behaviour, helping telecom companies identify what’s truly working. We also highlight how promotions and pricing strategies influence customer decisions and how bundle components contribute to overall performance.
This unified, data-driven approach enables telecom brands to make smarter decisions, optimise marketing spend and quickly adapt to changes in customer needs—particularly when it comes to reducing churn and maximising retention. With Objective Platform, you can manage these complex channels, break down data silos and stay agile in responding to fast-evolving consumer preferences, all while strengthening your brand presence in a competitive marketplace.
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