Published on 17 Aug 2010
“ Using IBM technology, we’ve been able to design a marketing program based on the consumer, instead of on the service. ”
Wang Kun, EDW Project Master, China Telecom JiangXi
China Telecom Corporation Limited
ZheJiang Hongcheng Computer Co., Ltd.
China Telecommunications Corporation (China Telecom) is a large, state-owned telecom operator, and was selected as one of the Top 500 Global Corporations for many years. China Telecom mainly provides integrated information services including fixed-line telephone, mobile, Internet connection and applications services. China Telecom has subsidiary companies in 31 provinces and branches in the Americas, Europe, Hong Kong and Macao, covering all of China and reaching every corner of the world.
China Telecom, Jiangxi Branch, struggled to gain insight into its customers’ needs because its information was scattered across the business, making it difficult to identify trends. The company wanted to gather and analyze data to help it respond more quickly to marketplace changes and better communicate with customers.
China Telecom designed a precision marketing program that segments customers based on characteristics, enabling it to develop and market differentiated, targeted offerings. Using IBM technology, the company can identify trends and purchasing behaviors to help it define its next service or campaign. Moreover, the provider can centrally manage and control marketing activities, so customers receive only effective, targeted communications.
·Analyzes consumer behavior from across different divisions to improve data analysis, enhancing new-product success · Improves the effectiveness of customer marketing, reduces the amount of off-target marketing and decreases the need for consumer research ·Creates a one-to-one marketing relationship with customers that fosters brand loyalty by improving control over the communications that they receive
IBM products and services that were used in this case study.
IBM Analytics, Smarter Planet
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