CASE STUDY: Delivering real-time personalisation using Google Cloud for a Telco

The customer data collected by this leading Telco came from a variety of siloed sources. Although their marketing teams were using a campaign management platform (CMP) to produce, develop and distribute their digital campaigns, each team leveraged a different data set to the other. 

To improve their marketing and business outcomes, the Telco knew they needed to create a singular, more manageable view of their customer in a way that was agile and responsive to their needs. So, they began the search for a cost-effective solution to bring together customer data from their website, app and business intelligence platform in real-time.

The Objectives

  • Bring customer data together across all platforms and channels
  • Fast data migration
  • Competitive pricing

The Solution

The Telco assumed they needed to invest in a new platform to achieve their objectives and had been looking into data collection platforms on the market. Datalicious demonstrated that the Telco could avoid this cost altogether by leveraging their existing marketing technology stack and the Google Cloud Platform solution.

Custom-built to the Telco’s requirements, our Google Cloud solution provides an end-to-end capability that includes data collection, data processing and can load multiple data sources via a secure API into their current CMP. At high speed, data like online behaviour and transactional information is migrated in real-time to the CMP no matter whether it originates from the Telco’s website, app or business intelligence platform database.

If the Telco hadn’t used their existing technology infrastructure and instead invested in a new data collections platform, they would still have to find a different system for processing and analysing the data. This is where our solution using the Google marketing stack has an additional advantage, allowing data to be imported and joined in with other data, then analysed for greater business intelligence.

The Results

Datalicious created a high-speed solution at a much lower cost.

The Telco is now able to migrate their customer data 50% faster and for half the price compared to other leading market solutions.

With this fully secured real-time transfer of data into their CMP, the Telco’s marketing teams are ideally positioned to drive higher engagement throughout a customer’s lifecycle by:

  • Understanding the overall customer experience (CX) journey, behaviour, geo and demographic data for better personalisation
  • Optimising content according to customer preferences
  • Eliminating silos and increasing efficiency with better workflows
  • Enabling multi-channel, multi-market targeted communications
  • Acting on real-time feedback about how their customers and prospects are responding to their campaigns.

To find out more, contact Datalicious so we can help you solve your digital analytics challenge.

Got a question or project?

Call us on 13 8332 or via the form below to get the ball rolling

Related Posts

The customer data collected by this leading Telco came from a variety of siloed sources. Although their marketing teams were using a campaign management platform (CMP) to produce, develop and distribute their digital campaigns, each team leveraged a different data set to the other. 

Read more

Marketers all over the world are evaluating their marketing spend. Some have hit the pause button. Others are trying to figure out how to proceed. Many are wondering where to find their traditional audiences online. Change is everywhere we look – not only in our daily lives but also in the way we search for and consume content. With change comes deep uncertainty, for both consumers and marketers, about the best way forward through the coronavirus pandemic and its aftermath.

Read more