Prior Situation / Scenario
- Batch campaign operation
- Too many messages sent to users with little or no context.
- No offers are being sent based on end-user actions (purchase, top-up balance, etc.).
Client Challenges
- Subscribers complain about receiving too many messages.
- Incentives sent to nearly every suspected subscriber.
- How to Automate the Contextual Real-Time Campaigns
Strata Solution/ Key Enablers
- Real-time campaigns for timely, suitable, and relevant offers
- Created an algorithm to predict the probability of recharging or using the balance.
- Implement a contact policy that combines batch and real-time processing campaigns
- Conduct control groups and A/B tests to analyze the effects of offers and campaigns.
- Analytics dashboard for performance monitoring
Outcome
- Real-time contextual offers are aligned with the subscriber’s context and activity.
- Consumers see the uniqueness of his/her offers.
- Increase in campaign performance
Results
Within the first six months of the CBM & Marketing Automation program, subscribers’ incentives decreased by 42%, and the take-up rate increase by 29%.
