Today, the telecom sector is centred around making business decisions based on insights from Big Data Analytics. Nurturing the customer lifecycle based on insights from customer data has become the norm. On the contrary, harnessing customer data is no easy task. It requires highly skilled Data Scientists with expertise in Mathematics, Statistics, and technologies such as Big Data, Python.
In our last blog, we stressed the need for Telecom Marketing teams to build an in-house function to crunch numbers through the Citizen Data Scientists model. We also spoke about how it offers a multitude of benefits in astute use and management of customer data.
Today, let us look at the top reasons why Telecom Marketing leaders should contemplate the Citizen Data Scientist (CDS) model.
Cost and Resource Optimization
Finding and hiring skilled and experienced Data Scientists can be a challenging front. On the sidelines, motivating campaign management teams to acquire new skills and learn new technologies is an excellent way in ensuring teamwork and collaboration. Decision-makers should empower Marketing teams by bringing onboard the right tools and solutions to help business analysts and Campaigns Managers become citizen data scientists. This ensures tapping internally to create a new sub-function.
A Sense of Elevation and Accomplishment for Campaign Managers
Learning Data Analytics and building models at a certain level do not require a deep understanding of Statistics or Data Modeling principles. With an Analytics toolkit backed by training/coaching, functional team members can also double up as citizen data scientists. It offers them a new platform to enhance skills and add value through on-the-job training.
To Reduce Dependency on Core Data Science Team
By creating Citizen Data Scientists within telecom Marketing teams, the services of the core data scientists can be utilized for more sophisticated tasks and activities. With a clear demarcation, each team can focus on meaningful collaboration where required.
Impact on Customer Engagement
For marketers, this model of harnessing customer data positively impacts tracking and responding appropriately to customer behaviour. By doubling up as CDS, Campaign Managers and Business Analysts get the best of both worlds – Data Analytics and campaign execution based on highly relevant data insights.
mViva Analytics Workbench Module
The module has been exclusively designed to help Campaign Managers become customer data scientists and drive performance-oriented campaigns based on self-gleaned data insights. The module can train models that can be deployed seamlessly into the mViva platform.
Features
- Build segmentation models through slice and dice of data
- Sandbox approach- Allows users to build models for each business problem
- Machine Learning-based recommendation system
- Inbuilt tools for a DIY experience
- Complements the mViva Contextual Campaign Management Solution
- Easy to integrate with multiple systems
The mViva Customer Engagement Hub suite of solutions from Pelatro offers cutting edge solutions for global telecom companies using AI-ML techniques. To know more about Pelatro’s solutions can boost Telecom Marketing efforts in your organization, visit pelatro.com/products.
