For this home-grown conglomerate, big data analytics was the turning point. It moved the company from third place to become the leading telecom player by subscriber base. Putting BDA to work meant this mobile operator could serve customers better while growing the business and reshaping how it operates. The strategic use of analytics didn’t just improve day-to-day operations, it drove a real shift in the company’s management and technical capabilities. Now it’s on a growth path toward becoming Malaysia’s top mobile operator by revenue.

Despite its legacy as a former government monopoly, the company was falling behind in the marketplace. Investment in technology hadn’t kept pace, and bureaucracy slowed things down. That became especially costly as newer, more aggressive competitors moved into an increasingly saturated market. The company had slipped from first place to third.

In response, it laid out a three-stage transformation plan, starting with a revamp of its revenue sources. With market penetration already above 130 percent, leadership knew competition would only get tougher. From here, growth could only come at competitors’ expense, and by holding onto the customers they already had.

They put customer experience at the center of the strategy, personalizing it through a strong analytics foundation paired with contextual marketing that reached into nearly every part of the business. To build that foundation, they worked with a technology consulting team on the data layer that would grow into a full analytics strategy. That team worked closely with nearly every department in the company to shape an overarching analytics framework.

They built on an advanced analytics platform, one that offered a full set of analytics capabilities and tools to tap into all relevant data. It ran securely across the company, surfacing fresh insights in real time. This combination of emerging analytics technologies let them transform how they used their vast pools of data, enabling new services, driving customer engagement, lowering operational costs, lifting customer satisfaction, and opening the door to new business models.

The mobile operator built an enterprise-wide analytics platform that now anchors its contextual marketing. By combining real-time insight into customer consumption patterns, the company delivers highly targeted promotions right when customers are most likely to buy. One example: identifying prepaid customers with low weekend usage and nudging them to reload on weekends for bonus airtime.

The results reached across the business. Analytics time fell by 90 percent. Front-line, customer-facing employees hit a 98 percent engagement rating. Campaign performance climbed 70 percent, pushing ROI up with it. New campaign launch time dropped 80 percent.

The combined effect: stronger customer loyalty, more effective cross-selling, and higher average revenue per user.

As the company sought to incorporate more analytics into its decision making, it began by staffing a team of experienced analysts for its marketing activities. In order to ensure that analytics wasn’t confined solely to its team of analysts, the company assembled a multidisciplinary team from different lines of business and tasked it with bridging the gap between the company’s internal analytics advocates on the business side and its IT divisions.

The management is now looking at how to drive the analytic-based approach across all its business, including micro-market segmentation, micro-market quality management of the network so that for the first time they can see what is really going on across all of its operations.

The Company is on its growth trajectory to achieve its objective to become Country’s top mobile operator by revenue. This is evidenced by its enhanced marketing efficacy due to the use of analytics. Conversion rates have increased nearly threefold for specific campaigns, while cross-selling has also improved. This has increased significantly its revenue per customer. Furthermore, customer retention has also been boosted. CEO, highlighted that the company has demonstrated how analytics and personalised marketing has the ability of transforming all aspects of a company’s business performance including its people.