Download - Campaign Mgmt
-
7/31/2019 Campaign Mgmt
1/29
-
7/31/2019 Campaign Mgmt
2/29
!"#$%&'(& )*+$) &,-) (%& (
./ 0"$ 1
2%$ 13'4$5&3&6
34* ''34'3)4!7$$$$'(3(4& '1304892%$$ ':314#& ':
3; !9'489 '
!943$ .$3!$ 3 !!
-
7/31/2019 Campaign Mgmt
3/29
!$&
-
7/31/2019 Campaign Mgmt
4/29
&
$'%()*+#)
-
7/31/2019 Campaign Mgmt
5/29
+
!$%&;E33D-
-
7/31/2019 Campaign Mgmt
6/29
1
20$%$$
/+$
!"#
-
7/31/2019 Campaign Mgmt
7/29
CustomerView
SuccessRate
Traditional Campaign
Enterprise-InitiatedMarketing-Driven Intrusive 3%
Targeted Campaign
RelevantSegment based
Marketing
20%
Timely Interaction
AppropriateEvent drivenRelationship based
40%
Gartner Group 2003
CustomerView
SuccessRate
Traditional Campaign
Enterprise-InitiatedMarketing-Driven Intrusive 3%
Targeted Campaign
RelevantSegment based
Marketing
20%
Timely Interaction
AppropriateEvent drivenRelationship based
40%
Gartner Group 2003
$%
3(%$%7$
/
-
7/31/2019 Campaign Mgmt
8/29
:
' ;&
-
7/31/2019 Campaign Mgmt
9/29
9
7*4%;)7);&
-
7/31/2019 Campaign Mgmt
10/29
*
&$%$$+$
-
7/31/2019 Campaign Mgmt
11/29
**
74,
,-
C$5&3&
-
7/31/2019 Campaign Mgmt
12/29
*
$%$4
"
%$/%$
%@4!7
-
7/31/2019 Campaign Mgmt
13/29
*
38%
5%
25%
43%
13%
40%
6%
47%
19%
27%
19%
0%
31%
41%
44%
7%
13%
7%
0%
7%
13%
0%
0%
0%
25%
41%
31%
21%
56%
33%
25%
13%
25%
7%
6%
13%
6%
14%
0%
29%
19%
13%
56%
20%
25%
27%
31%
38%
0%
0%
0%
0%
0%
7%
13%
13%
19%
40%
44%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Accessories (eg extra battery)
Value added services for both network &
non-network
Third party offers (eg holidays, gift withpurchase)
Migration offers - postpaid to prepaid
New value-added services (e.g.mobile data
etc)
Migration offers - prepaid to postpaid
Bill and / or call discounts
SIM lock
Rate plan optimisation
Contracts/Recontracting
Handset upgrade
Air time offers (eg free minutes)
Not applicable
Not effective
Average
Effective
Highly effective
%++/$&%
-
7/31/2019 Campaign Mgmt
14/29
*&
92%$!%&
-
7/31/2019 Campaign Mgmt
15/29
*+
&%$,-
-
7/31/2019 Campaign Mgmt
16/29
*1
Effectiveness of Consumer segmentation methods: Postpaid vs Prepaid
2.19
2.69
2.00
2.31
3.69
3.00
3.50
3.44
2.88
2.81
2.88
1.69
2.31
1.88
2.13
2.69
1.88
2.19
2.56
1.63
1.94
1.56
0.00 1.00 2.00 3.00 4.00 5.00
Geographic - regional, city, urban
Demographic - age, occuption, income etc.
Demographic - lifestage
Customer needs based (attitudes)
Behavioural - usage
Rate Plan
Lifecycle with the operator
Profitability of the customer
Modelling propensity - Churn risk
Modelling propensity - Cross sell/up-sell
Usage type (i.e. personal versus business)Prepaid
Postpaid
Do not use Not Effective Average Effective Highly Effective
#$*"
-
7/31/2019 Campaign Mgmt
17/29
*
;9
-
7/31/2019 Campaign Mgmt
18/29
*:
714
-
7/31/2019 Campaign Mgmt
19/29
*9
)%$&
A
-
7/31/2019 Campaign Mgmt
20/29
75
7
-
7/31/2019 Campaign Mgmt
21/29
*
-
7/31/2019 Campaign Mgmt
22/29
-
7/31/2019 Campaign Mgmt
23/29
Recharge Volume
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
7/12/06
Dates
RechargeValue
Target Group
Non-Control Group
Key Result:Recharge Incentive Campaign
increased recharge rates by 180% 2.29% recharge ratevs 1.27% in controlgroup
Increase of 180%
Immediate ROI
Spent $1 to generate$1.80 within a week
*?2%4$0"(B"4
&%@"/
$+&
-
7/31/2019 Campaign Mgmt
24/29
&
?2%4(B"4&%@+$&%@+
7.$,4.$7$'
-
7/31/2019 Campaign Mgmt
25/29
+
Recharge Volume
0%
100%
200%
300%
400%
1/12/2006
8/12/2006
15/12/2006
22/12/2006
29/12/2006
Dates
RechargeValue Actual Monthly
Recharge
Average Monthly
Recharge
Key Result:Increased High-value Recharge (>R60) by
160%
R60 is 3 times averagerecharge
Over the month of Dec06, total number ofrecharges increased
by 500,000 during thisperiod (160%)
Increase in rechargeof R30M (US$4M)
$4+&"$%&'0
-
7/31/2019 Campaign Mgmt
26/29
1
Percentage Cumulative Redemptions
0.00%
5.00%
10.00%
15.00%
20.00%
1 3 5 7 9 11 13
Weekly
Redemptions%
Target Group
Control Group
15% redemption
rate vs 4% incontrol group
Increase of 375%
Churn rate inmembers whoredeem virtuallyzero
Key Result:Talking Points Campaign
increased redemption rates by 375%
?2%4(B"4
.$&&
-
7/31/2019 Campaign Mgmt
27/29
$-7"%7C
AH+!!
-
7/31/2019 Campaign Mgmt
28/29
:
$?
-
7/31/2019 Campaign Mgmt
29/29
(
8%%&