BIG DATA DRIVEN SOLUTION TO PROACTIVELY TARGET CUSTOMERS WITH HIGHLY RELEVANT PROMOTIONS
Mahindra Comviva’s MobiLytix™ product suite offers operators real-time actionable insights into the customer’s journey.
DATA-DRIVEN CUSTOMER MANAGEMENT
MobiLytix™ Suite integrates relevant data streams in real-time from multiple sources including transactional records, POS and VAS service usage records to create a single view of the customer. Deep insights into end customer behavior facilitate effective decision-making from strategic planning to client engagement. MobiLytix™ Suite accept inputs from multiple databases, flat files, open input streams, and other information sources. It can rapidly process large volumes of data for millions of customers within a fraction of seconds. In a single largest deployment for a South Asian MNO with 100 million users,MobiLytix™ Suite continually tracks complex trends, processing 500 million events within 4 milliseconds.
ACTIONABLE PREDICTIVE ANALYTICS
To truly understand customers marketers need to exploit anticipate customer behavior and not just rely on historic or current behavioral trends. Built-in predictive intelligence allows marketers to analyze customer behavior to predict attrition probability as well as next-most-likely purchase and propensity to buy. Armed with this information marketers can optimally target and influence customers with relevant campaigns.
PROFILE AND SEGMENT CUSTOMERS
Using a combination of parameters – , transactional value, volume and velocity, service category spend, channel preferences location, device type and demographic insights, MNOs can generate a 360-degree profile of the customers. Marketers can also score customers on multiple attributes –lifetime value, churn propensity, affinity score as well as zero in on interest graph to build a one to one relationship by delivering relevant campaigns that create differentiation and compelling experiences.
Marketers can configure a range of promotional products and can automatically action the most optimal offer over the customer’s preferred interaction channel Basis business objectives–marketers can monitor evolving real-time patterns and behaviors that can be exploited to improve consumer engagement.
MAKE MARKETING USER FRIENDLY
GUI based campaign creation and management tools enable marketers to manage the end to end campaign logic from campaign development , assignment of offers and channels at a per customer or segment level to campaign delivery . Automated workflows allow marketers to complete the entire process within 30 seconds enabling them to reach customers at the right moment of opportunity.
MNOs can optimize campaigns to improve acceptance rates. With champion/challenger testing, marketers can continually send a test promotion (the “challenger”) to a subset of recipients that are part of a triggered campaign. If the challenger outperforms the reigning promotion, the marketer would be notified and can take action. Marketers can create a batch A/B test in three easy steps – choose the type of test (subject line, sender name and address, time/date), pick the winning criteria (opens, clicks, or custom conversions) and schedule.
MEASURE CAMPAIGN PERFORMANCE
Marketers need to measure the efficacy of promotional programs to ensure better results and increase the accountability of marketing investments. Extensive easy to use standard and custom dashboards enable marketers to monitor and evaluate campaign performance across segments, products, channels against critical KPIs, With this visibility marketers can, optimize promotion, pricing and product strategies and improve overall marketing execution, planning and effectiveness Marketers can also evaluate each marketing initiative and compare it with others in the marketing mix. Marketing mix optimization and scenario planning can be used to optimize and model future marketing plans at a global level, and can also be used to improve the performance of future initiatives in the area.