Telecom Case Study

Telco giant’s revenue per user soars with highly personalised customer experiences

Challenge

A major telecommunications company struggled because its consumer data was siloed and disconnected across disparate marketing channels and tech platforms. That meant the company couldn’t accurately identify audiences and consistently, efficiently analyse customers and prospects.

Solution

Powered by the company’s first-party data, the Acxiom Real Identity™ solution generated a private identity graph that seamlessly integrated with the company’s other analytics platforms, creating a persistent, secure, single customer view.

Results

By implementing Acxiom’s data-driven Real Identity™ solution, the large telecommunications company captured a holistic, accurate, and persistent customer view, boosting customer acquisition and average revenue per user.

Realised a 15% improvement in data matching compared to a competitor’s product it previously had used
Achieved contribution margin uplift of £120m over five years
Was able to identify next best product offer
Reduced customer churn by 15%
Increase Average Revenue Per User (ARPU) by 2% a year
Optimised customer insights with Internet of Things (IoT) data