Executive Summary: Finding the most likely customers for product sales could be the most important business opportunity for mobile operators fighting for customer loyalty and increased ARPU. This is challenging because of the disparate behaviors of today’s consumers, but tools using predictive analytics with rich data input are already available.
This document describes how these tools can be taken into use with a stepwise approach, starting from accurate targeting, and adding elements like campaign response modeling and target optimization based on different variables. The benefits can, however, be achieved from day one, resulting in a clear improvement in marketing ROI and the transparency of marketing investments, making decisions easier and more justifiable.