With more than 30 million subscribers, Etisalat Misr (Egypt) is one of the leading telecom companies in Egypt. Since breaking into the market in 2007, Etisalat has set the competitive bar high, launching the first 3.5G service and continually offering the most competitive rate plans. The Teradata Integrated Marketing Cloud solution alone delivered and contributed to a revenue increase of 3.5% in 2013 despite multiple external factors, market slow down and intense competition (to name two). But, Etisalat’s solution is so much more than CRM – it’s a robust integrated environment that allows the business to purse both B2C and B2B markets with great success. We sat down with CIO Khaled Almansouri to talk about what it takes for a company to be data-driven.
Khaled Almansouri, CIO, Etisalat Egypt
“As an IT department we are not technology seekers. We have to enable our business guys and we have to really meet their wish list. So for them they want to somehow explore some idea. They want to analyze it. They want to find a segment of that customer. They want to fire a campaign for that. Again they will get the feedback and they will tune it and then they will go on the process again and again.” Khaled Almansouri, CIO, Etisalat Egypt
With the goal to be number one in the market, the Etisalat team sends new campaigns out to their subscribers every single day. Keeping the customer engaged has proven to reduce churn and keeps the ARPU (average revenue per user) higher. With Teradata, Etisalat knows who the customer is, where they live and how mobile they are. They know customer profitability, ARPU and churn. In terms of the network Etisalat knows behavior, likes and dislikes. CUSTOMER, NETWORK, CAMPAIGNS… the trifecta of being data-driven!
“In a very competitive market, customer experience will play a major role in deciding when the customer decides which operator to stick with. So by you understanding the way this customer is behaving, the way he is moving, the way he is having the network services, things like how is his network performance, how are his call drops, how is his call completion? All of these things will really give you a power to customize a campaign for that customer so he can stick around and you can increase his usage, increase his revenue. Customer experience is the edge nowadays between different operators. So, whenever he has a call drop and all of a sudden he gets a call from the operator knowing that he got a call drop and offering him compensation, this will definitely make his day and keep him around for a long time.” Khaled Almansouri, CIO, Etisalat Egypt
Monetizing Data
In B2B marketing, Etisalat created an entirely new revenue stream from their data. Nope, that’s not a misprint. By creating mobile advertising for other businesses, Etisalat monetizes data through the Teradata Integrated Marketing Cloud by creating fast and agile campaigns and serving up ad space to 5 external advertising agencies.
(Take a peek inside the numbers and see how fast and agile they are.)
- Improved processing time from 14 to 2 days.
- Executed up to 300 campaigns since mid-2013.
- Expanded customer outreach to over 1,000,000 customers.
“Big data for us is something big again. We have a lot of information today coming from the network, a lot of information coming from the CRM side, from customer profiling, and payments and behavior. It's called the structured data. We have it stored in our data warehouse solution. But a lot of data coming today from the social media, coming from unstructured data, things like tweets, pictures, and Facebook and things like this where we have to really put them together in a big data solution.
So big data for us is use cases from different industries and telecom today can provide a lot of use with this monetized data. It is not a platform only. It is a combination of many things where you take it step-by-step. You take it use case by use case.” Khaled Almansouri, CIO, Etisalat Egypt
As Etisalat moves forward they depend on this analytical eco system to serve B2B and B2C – who knows what they can do next. Thank you to Etisalat Egypt for your data-driven marketing story!
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