marketing insight datasheet v6 - guavus · traditional segmentation in order to better drive new...
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GUAVUSMARKETINGINSIGHTDATASHEET|©Guavus,Inc.Allrightsreserved. 1
GuavusMarketingInsightDatasheet
Today’sconsumersareaccustomedtopersonalizedservicesacrossmultiplechannels.Inordertoleadinanincreasinglycompetitivecommunicationmarketplace,ComunicationServiceProviders(CSPs)mustunderstandeachsubscriberanddeliverservicesandcontentbasedontheirpreferencesandintentions.
Personalizedandcontextualizedsubscriberengagementcanincreaserevenue,improvecustomerretention,boostcustomerserviceandacquisitioneffectiveness,andgrowcustomeradvocacy.StrategicmanagementofsubscriberinformationisthekeycapabilitythatenablesCPStogobeyondbehaviortracking.Itempowersthemtocapitalizeontheinformationrequiredtomaximizethevalueofeachsubscriber.
GuavusMarketingInsight,akeypillaroftheGuavusanalyticsapplicationsuite,istheindustry’sfastestproviderofsubscriber-levelanalytics.Itunderstandseverysubscriber’sinterestinrealtimetoenablepersonalizedengagementandinteractionsthatincreasecustomerloyaltyandhelpgrowthebusiness.GuavusMarketingInsightincorporatesbehavioral,contextualandbusinessdataacrossdatasourcestoformacompleteviewofeachsubscriber.
WithMarketingInsight,carrierscanmonetizeoneoftheirmostvaluableassets-subscriberdata.
Figure1.GuavusMarketingInsightsupportsarichsetofdimensionforsubscriberprofiling
Keybenefits
• Increaseconversions,click-
throughrates,lead
generationsandupsell/cross-
sellbydeliveringpersonalized
digitalcontentand
promotionsonmultiple
channels
• Collect,classify,categorize
andunderstandaudience
interestsaswellastheirkey
useofapplications,devices,
networksandcontent
• Increaserevenueby
discoveringnewsubscriber
segmentswithshared
interests
• Benefitfromunrivalled
scalabilityandperformance–
thefastestproviderof
subscriber-levelanalytics,
withnearreal-timecustomer
profiling
• Monetizedataassetswith
thirdparties,turningnetwork
dataintoprofitableData-as-
a-Servicebusinessmodel
• Easilyintegratewithexisting
systemsthroughGuavus’API
design,whichenables
operatorstoquerydata
throughthird-partyBItools
suchasTableau
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Deliverpersonalizeddigitalexperiencesondifferentchannelsforrevenueuplift
Customersinteractwithyourbrandonavarietyofchannelsusingnumerousdevices.Infact,theaverageenterprisenowmanagesover268differentcustomer-facingwebandmobileexperiences.1Withsomanyavenuesforbrandexposure,theopportunityisripetosignificantlyimproveyourbottomlinewithtargetedpromotions,offers,andcontent.However,mostCSPsareunabletoconnectdatafromthecustomerjourneytoaccuratelyunderstanduserinterestsandintent.Forinstance,ifaprospectseesanadonFacebookandthenvisitsthecompany’swebsitetwoweekslater,theyusuallyseecontentunrelatedtotheoriginalad.Theexperienceisbroken,andtheopportunitylost,becausethecustomer’spastisburiedinadatasilo.
Toprovidethebestdigitalexperiences,youneedtocombinetheartofmarketingwiththescienceofanalytics.
GuavusMarketingInsightenablesmarketerstoleveragethevastcollectionofdataaggregatedfrommultiplecustomertouchpointstodeliverpersonalizedcontentandpromotionsthatresonatewitheachindividualcustomer.Guavusconnectstoyournativeandthird-partysystemstoanalyzecustomerdatasuchasprofileinformationfromyourCRM,geographiclocation,networkdata,clickstreamdata,referralURL,timeofvisit,transactionhistory,andresponsetocontentandmessages.WithGuavus,youcanbetterunderstandthecontextofyourcustomers’visits,andusethatinformationtoprovidereal-timepersonalizedcontent.
Guavususesadvancedmachinelearningtocreatedynamicsegmentsandtestsvirtuallylimitlesscombinationsofcopy,offers,layouts,andotherfactorstodeterminethebestdesigninrealtimeforeachsegmentandcontext.Iftheuserhasdemonstratedpricesensitivityinthepast,theofferwillhighlightaspecialdiscount.Iftheusershowedinterestinorsawanadforaparticularphonemodel,thewebsitecontentwillhighlightthedevice.Iftheuservisitsfromamobilephone,theexperiencewilldifferfromadesktopvisit.Thispersonalized,targetedmarketingmotionoptimizesthecustomerexperienceandincreasesrevenue.
Guavustakestheguessworkoutofwebsiteandaddesign.Byusingvariousdigitaltouchpointsandtheuserstocreateavirtualfocusgroup,youcansignificantlyimproveconversionrates,onlinesales,click-throughs,registrations,pageviews,andmore.
1Forrester:StateofDigitalExperienceDelivery,2015
GuavusMarketingInsightprovidesanomni-channel,omni-screencustomerexperiencesolution:
• Corporatewebsite• Socialmedia• Bannerads• Videoads• Searchads• Mobileapps• Callcenter
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Providepersonalizedcustomerservice
GuavusMarketingInsightgivesaccesstoservicesconsumptionpatternsandleadingactivities/interests(350+categories)ofsubscribers.ThisenablesCSPstounderstandtheircustomersandtoholdcontextualandpersonalizedcommunicationswitheachindividual.Thetailoredinteractionscanapplytoinboundactions—forinstance,duringacalltocustomerserviceorwhilethecustomerisshoppingontheCSPmobileportal—aswellastooutboundactionssuchasacustomerperformingacertainsetofactswhichwilltriggeranSMS.Thereal-timepersonalizationleadstofarmoreeffectivecross-selling/upsellingsincethecustomertendstobemorereceptiveduringaliveconversationorintheimmediateaftermathofanintent-filledact.
GuavusMarketingInsightprofilessubscribersusingcarrierbusinessdataandnetworkdata,enablingthediscoveryofnewcustomersegmentsbasedoncustomerinterestsandbehaviors.ThesesegmentsarefusedwiththeCSP’straditionalsegmentationinordertobetterdrivenewbusinessactionsandupsellopportunitiestowardunderservedaudiences.
ConnectMarketingandSalesforanintegratedcustomerview
MarketingandSalesorganizationstypicallyoperateinsilos,andthelackofcommunicationandinformationsharingbetweenthegroupsoftenresultinthelossofvaluablecustomerintelligence.Theabsenceofanintegratedcustomerviewmeansthatoffersareoftenbeingmadetothewrongpeopleoratthewrongtime.MarketingandSalesdefinitelybenefitfromconnectingtheirprocessesinordertoeffectivelycompetewithOTTprovidersandotherCSPs.
GuavusMarketingInsightenablesthedefinitionofsubscriberprofilestotargetthroughaflexible,easy-to-useGUI.Customersaremappedtotheseprofilesinrealtime.WebserviceAPIsandNotificationManagersaredesignedtointegratewiththeCSP’sexistingoperationalworkflows.
UncovernewrevenueopportunitieswithDataasaService(DaaS)
InordertocombatstagnatingARPUandincreasingnetworkcosts,CSPsmustexplorenewwaystogeneraterevenue.Subscriberdatarepresentsakeyassetthatcanbemonetizedthroughnewchannels,fromadvertisingtocontentpersonalizationandpartners.
Guavusqualifiesaudiencesegmentsinnearreal-timethroughdynamicprofiling.Thishelpsmarketersefficientlyreachspecificaudiencesandofferadvertisers/partnersoneofthemostaccurateaudiencedatasetsavailable.Whena
GuavusMarketingInsightcollectsnetworkdatatodeterminesubscriberintentandcontext:
• Networklocation• Device(model,
manufacturer,OS,category)
• Networkaccesstype• Browsingbehavior(e.g.
webdomains&URLs)withnumberofvisits
• Applicationsused,withnumberofvisits
• Engagement• GlobalDataServices(e.g.
Usagecategorieslike:browsing,download–music)withnumberofvisits
• OperatorDataServices(e.g.ContentInterestsuchasCSPportal,socialmediaapps)withnumberofvisits
• GuavusContentCategorizationfollowingIABtaxonomy
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CSPPartnerhasaspecificprofileinmindtotarget,GuavusMarketingInsightwillmonitortheentiremobilenetworktrafficandlookforselectedtriggersthatindicateintentforspecificgoodsandservices,thusimprovingtheconversionratesforbothCSPs’andpartners’marketingcampaigns.
HereareafewoptionsthatillustratehowCSPscangeneratenewadvertisingrevenuesthroughpartnerships:
• CSPscanbundletheirexistingofferingtoadvertisingandcontentpartnersforaudiencetargetinginordertoenablethesepartnerstocreateprofilestailoredtotheirpersonalizationneeds.
• MarketingInsightenablestheCSP’sMarketingorganizationtoidentifyandselltargetedprofilingdatatopartnerslookingforAudienceMeasurementinformation.Usingthisapplication,theCSP’sMarketingunitcandefineauniquesetofprofilesthatfitsthePartner’srequirements,executethenearreal-timeprofilingprocessandenablethedataflowwithintheoveralloperationalworkflow.CSPscansellthiscapabilityasapremiumtotheirexistingoffering.
GuavusMarketingInsightoffersaflexibleGUIthatenablestheCSPanditsauthorizedpartnerstocreateadhocdefinitionofsubscriberprofiles.Itqualifiescustomerstothedefinedprofilesinrealtimeandgivespartnersreal-timeaccesstosubscriberprofileswithinallowedprivacyboundaries.CSPscontroltheprofileapprovalworkflow,thepartnermanagementandthebillingsettlement.
GuavusMarketingInsightDaaSframeworkprovidesasetofAPIsthatallowstheconsumertoretrieveprofileinformation.TheDaaSframeworkcanbeusedinternallybytheCSPtointegratewithOSS/BSSdownstreamsystems.CSPs’partnerscanalsoaccesstheprofileinformationthroughtheAPIs.
RealworldROIexamples
#1:Effectiveaudiencemonetizationwithgranularanddynamictargeting
AfastfoodchainturnedtoGuavusMarketingInsighttoincreasethedownloadoftheirmobileappthroughsmartertargeting.MarketingInsightcreatedtwosetsofaudiencestosendSMSmessages.Thefirstaudiencewasgeneratedbythestandardsegmentationmethodologybasedonstaticdatasuchasage,gender,anddeviceOS.ThesecondaudiencecombinedthisstandardinformationwithsubscriberbehaviorinformationgathereddynamicallybytheGuavusProfilingEngine(e.g.interestfortravel,onlinedeals,localfood)toachievemoreprecisetargeting.
Fourbatchesofmessagesweresentside-by-sidetothetwoaudiences.Theresultswerestriking.TheaudiencewhoweretargetedusingMarketingInsight’sdynamicprofileenginedownloaded7xmoreappsthantheaudiencewhoweretargetedusingthestandardsegmentationmethod.Allinall,Guavus’segmentationyielded8.0%clickthroughrate(CTR)versus2.3%forthestandardsegmentation,anda53%CTRtodownloadrateversus27%forthestandardaudience.
GuavusMarketingInsightsupportsthefollowingsubscriberidentitydata:
• Agerange• Gender• Creditscorerange• Primarylanguage• ARPUrange• Segmenttype(e.g.
BusinessorConsumer)• Priceplantype(e.g.Post-
Paid,Prepaid)• Commercialcarrier
(MVNO)• Customerinterestgroup
(CSP’sinterestclassification)
• Accountlocation–postalcode/ZIP
• Accountlocation–city/state
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#2:Segmentandtargetanonymousprepaidsubscribers
LikemostCSPs,thisproviderdidnothaveenoughvisibilityintothedemographicdataoftheirprepaidsubscriberpopulationtosegmentandextendtargetedoffers.MarketingInsightprocessedDPIdatatounderstandbehaviorcharacteristicsoftheprepaidbaseandenablesubscriber-levelsegmentationbyusage,interest,location,timeofday,andmore.ItalsointegratedwiththeCSP’schargingsystemforprepaidusersinordertotriggertargetedoffers,advertising,andretentionprogramsoncecustomersmatchedkeyprofileconditions.
#3:Leverageretaileventdatatomonetizechannels
MostCSPs’analysisofsubscriberbehaviorisconfinedtoasinglechannel.Intoday’smulti-channelworld,alotofvaluableinsightislostbythislackofintegration.OneCSPturnedtoGuavustocorrelatetheirsubscribers’retailhabitswiththeirnetworkactivityinordertoidentifytheirbestcommercialpartners.
GuavusMarketingInsightcreatedretailprofilesduringkeycommercialeventsinthecountryandusedtheresultingsegmentstofindcommoncharacteristics.Itdeterminedthebestretailpartnerstoruntargetedcampaignsandadvertisingwith,aswellastheoptimalsocialmediachannelstoreachtheaudience.TheCSPwasabletomonetizethedataforthesespecificmarkets.
#4:Improvecustomerretentionandincreaseadoptionwithtargetedinsights
InordertocombattheincreasingthreatfromOTTvideoproviders,thisCSPneededtobetterunderstanditssubscribersandbuildeffectivecustomerretentionandacquisitionstrategies.TheysoughttoidentifythetopvideoOTTcompetitorsandbettergrasptheperformanceoftheirownvideoservicesagainstthecompetition.
GuavusMarketingInsightusedhistoricaldatatodiscovertrendsinvideoservicesadoptionandprofileusersofeachvideoservice.ItmeasuredMoMsubscriberusagetrendpervideoserviceandsegmentedtheCSP’sproprietaryvideoservicesubscribersaswellasthoseofthecompetition.AfterGuavusMarketingInsightidentifiedthekeydifferentiatingfactorsforeachgroup,theCSPwasabletoretainmoresubscribersandconverttheircompetitor’sadopters.
TheGuavusMarketingInsightFramework
GuavusMarketingInsightleveragesthemodulartechnologycomponentsoftheGuavusReflexbigdataplatformwhichisdesignedtoingest,correlateandanalyzehighvolumesofstreamingandstoreddatainrealtimeusinga“compute-first/store-later”architecture.GuavusMarketingInsightcaneasilyextendtomorearchitecturalcomponentsastheusecasesevolvetowardatrue,end-to-endcustomerexperiencemanagementsolution.
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TheGuavusMarketingInsightmoduleisbuiltontopoftheGuavusReflex®platform,whichpowersanalyticsacrossawidearrayofdatadomainsandusecases.Themodulardesignallowsyoutoeasilyadddifferentanalyticsmodulesasyourneedsevolve.Forthefirsttime,CSPsandMSOshavetheabilitytocreateholistic,cross-functionaldata-drivencustomerexperiencejourneys.Theframework’sstartingpointisasetofcommonworkflows,functionsanddatamodelsthatsupporttheapplications’usecases.
Keyfeatures
• Correlationofcustomer
experiencemarkerswith
operationaldata
• Real-timeeventsmonitoring,
behavioralclassification,
filtering,trending,chaining
andbaselining
• Geo-locationmappingof
events(heatmap)
• Extensiblebatchand
streamingdatacollection
• Behavioralanalytics
• Machinelearning-based
anomalydetectionengine
• Rootissueanalysis
• Prescriptive
recommendationsforissue
resolution
• Thresholdalertingforspecific
SLAmanagement
• Automatedfeatureselection
forconstantmodeltuning
• Individualentityscoring(KPI)
• Petabytescalability
• Seamlessintegrationwith
existingincidentmanagement
systems
• Mediationofinfrastructure,
networkandapplicationlayer
opsevents
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Summary
Asconsumerchoicehasincreased,CSPsmustprovideasuperiorcustomerexperiencetoremaincompetitivebothwithpeersandnewentrants.Assuch,CSPsshouldstrivetoenhancetheirunderstandingofeachsubscriberinadditiontoformingthefoundationforproactiveandhighly-focusedmarketingcampaignsaimedatprovidingtherightservicetotherightpersonattherighttime.
GuavusMarketingInsightenablesCSPstogainagreaterunderstandingofsubscribers’intereststostrengthentheircompetitivepositionagainstdigitalprovidersandfindnewrevenueopportunitiestoovercomeflatARPUAsthefastestproviderofsubscriber-levelanalytics,GuavusMarketingInsightextractscompletesubscriberintelligencebylinkingusage,demographic,contextualandbehavioraldataattheindividualleveltoincreaseconversionrate,drivesubscriberengagementandimproveadoption.GuavusMarketingInsightcanhelpCSPsturnanegativecustomerexperienceintoapositiveonebyproactivelyunderstandingthesituationanddeliveringtherightmessageorofferpre-emptively.
AboutGuavus
Provenattheworld’smostdemandingcustomers,Guavusisattheforefrontofstreamingbigdataanalytics,artificialintelligenceandmachinelearninginnovation.Guavusprocesseshalfatrillionrecordseverydayforover450millionindividuals,enablingenterprisestoanalyzedatatheinstantit’scaptured,drivingfasterdecision-making,lowercostsandhighergrowth.
TheGuavusReflex®advancedanalyticsplatformenablescustomerstogainacompetitiveedgebyhelpingthemputalltheirdatatoworktouncovernewinsightsandmakebetterqualityandtimelydecisions.Guavusprovidesnext-generationbigdataanalyticsapplicationsforsystemsplanningandoperations,mobiletrafficanalytics,marketing,customercare,securityandIoT.