Objective: Transforming the Marketing Playbook into a Digital Twin
The marketing team of a large telco was exploring ideas to boost the effectiveness of its digital initiatives. Nathan Claire’s consultants worked with the client’s team to translate its marketing playbook into a digital twin that could be driven entirely by technology.
Real-Time Intelligence: Capturing Dynamic Market Signals
Secondly, our metrologists worked with the client to ensure that pertinent data was being acquired in real time. This data includes initial and trending market responses to announcements and marketing events, by geolocation, by device, by customer segment, by product or service, by value, by industry and other categories.
Contextual Enrichment: Integrating Disparate Data Sources
We also implemented a framework to enrich or supplement the primary data using information stored in disparate databases. The additional context provided is then used to generate and engage optimal lists of prospects for cross-selling and up-selling purposes.
Measurable Impact: Optimizing Spend and Validating Assumptions
The enriched data is further leveraged to measure the performance of promotions and activations, validate marketing assumptions—especially for personas and anti-personas—and generally improve the return on marketing expenditure.
The technology that we use to support you
