M1: Client Segmentation + Micro-targeting

M1: Subscriber Segmentation + Micro-targeting

Challenge:

M1, a leading mobile and digital network operator in Singapore, provides services to over two million customers. The company set out to harness its extensive mobile data to accomplish three goals:  identify unique customer segments and preferences; to influence purchase through precise, data-driven advertising; and to uncover high-priority product licensing opportunities for its OTT platform.

Solution:

To address M1’s objectives, we devised a comprehensive, three-tiered solution. Initially, AI-based NLP models were utilized to identifyand label tens of thousands of the most popular online sites and servers accessed by Singapore residents. Site-labelling led to the development of AI-based micro-segmentation of M1’s customers based on advanced propensity models. Finally, the categorized services and customer segments guided the selection and prioritization of potential new products and partners for M1’s OTT platform.

Results:

This approach facilitated profound customer segmentation including many segments unique to the Singapore market. It yielded insights into primary language, family profiles, technology adoption, and purchasing propensities within various OTT categories and services. Leveraging these analytics, M1 is launching a micro-targeting program and is now able to prioritize its OTT partners and products opportunities. This ensures the provision of new services closely aligned with established customer preferenceswhile upholding the utmost standards of customer data protection.