Leading telecomms
Hybrid Segmentation for a large telecoms company to support new consumer strategy and accelerate growth
Understanding needs
With multiple brand offerings across Mobile, Broadband and TV entertainment, our client needed a segmentation which focused on brand positioning and crucially had alignment across brands. Ultimately, our client wanted to embed a new multi-brand strategy to maximise value for the group both now and in a future converged world.
Connecting data
We created a Hybrid Segmentation to unlock the potential of our client’s customer data. We combined this customer data with primary research survey data and third-party data to provide a 360 view of customers and the wider market.
Our Hybrid Segmentation was designed to be rich in consumer needs, household dynamics and behaviours. This enabled us to create machine learning algorithms to tag their databases using just customer data – ultimately providing a unifying segmentation, with common targets and activations that were relevant across many business functions.
Driving change
The segmentation has been consistently influencing executive level decisions for one of the biggest consumer brand changes in the UK market. It was rolled out across the entire organisation, building engagement and guiding strategic planning for teams across marketing, brand and proposition, the digital leadership team, and even partner creative and media agencies.
After just a few months of implementation, our client’s repositioning is already acquiring more target customers, and industrialisation into customer databases enables application in campaign tools and decisioning systems for personalisation at scale.
This is the most useful and applicable segmentation I have worked with in twenty years.
Base and Personalisation Director
Global Head of Consumer Analytics & Insights | Decision Sciences, Diageo