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How mobile brands are applying a longitudinal customer view to understand and influence behaviours

Author

Listed:
  • Albert, Lara

Abstract

For the marketer, the value of Big Data is in delivering a superior customer experience, that is, identifying and anticipating customers’ needs to deliver what they want, when they want it, to maximise customer value, and reduce churn. Marketers know that a better understanding of customers and how they behave means the ability to market to them more intelligently and drive better results. Yet traditional tools and techniques fall short in being able to handle the volumes, varieties and velocity of mobile data and, more importantly, to monetise it. This article describes how mobile operators are leveraging a unique modelling technique — the Longitudinal Customer View — to analyse customer behaviour in such a way as to reveal personalised marketing opportunities, driving dramatic results on revenue and retention.

Suggested Citation

  • Albert, Lara, 2014. "How mobile brands are applying a longitudinal customer view to understand and influence behaviours," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 1(1), pages 58-65, October.
    • Handle: RePEc:aza:ama000:y:2014:v:1:i:1:p:58-65
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    More about this item

    Keywords

    Big Data; personalised marketing; behavioural analytics; data-driven marketing; social network analysis; machine learning; churn reduction;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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