Mobile operators are moving beyond traditional segmentation models based on demographics or payment method and looking to categorize subscribers based on usage, activity or behavioural traits.
Amethon’s Mobile Analytics provides access to the rich vein of information about subscribers from their mobile data usage which can be used to as part of strategic or micro-segmentation models.
Mobile Analytics can be used to augment and enhance existing customer segmentation models based on behavioural characteristics such as:
- Accessing specific categories of site such as Dating, Finance or Sports
- Using certain mobile applications such as YouTube, Twitter or Facebook
- Consuming large volumes of video or audio content
Once integrated, Mobile Analytics provides regular updates on each subscriber’s activities into the operator’s CRM enabling an accurate, long-term picture of each subscriber to be developed.
By adding mobile data usage traits to a mobile subscriber’s profile, segmentation and targeting opportunities become more sophisticated and effective. This means new products and services can be better targeted resulting in reduced churn, increased revenue and greater profitability.