Media and Telecommunications
Our client is a provider of subscription television, internet and mobile services. They have an international reach totalling over 22 million customers, and a history of developing innovative products and entertainment content.
The client required a campaign effectiveness tool to assess the benefits of varying product offer combinations across different routes to market. The key requirements were to;
Working closely with the finance team we were able to capture a comprehensive picture of associated costs and revenue for varying routes to market and product holdings. Using SQL to query data from internal databases we compiled a rich dataset, which allowed us to apply the appropriate customer behaviours based on offer depth/duration and route to market. A campaign capture element allowed quick and easy negotiation and comparison between different offer sets and their resulting KPIs, both at customer and estate P&L level.
Completion of the tool allowed the finance team to appraise and optimise their campaign line-up, having confidence that the forecast results are founded in actual customer level data. The layout of the tool and the dashboards combined an easy to use interface with a powerful tool and ability to have oversight with a high degree of granularity.
The key outcomes: