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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.