Revenue Uplift: Omnichannel Customer Base Management

Prior Situation / Scenario:

• Manual Campaign Operation. Complex segmentation
• Limited Batch Campaigns with no control groups defined
• Limited to one communication channel: SMS
• Blast messages created end-user lack of attention to offers
• Non-contextual, Non-orchestrated messages

Client Challenges:

• The ARPU was declining. Too many messages were delivered to users
• They wanted to personalize offers that would automatically give users benefits after purchase or consumption
• The current campaigns’ impact was not clear

Strata Solution/ Key Enablers:

• Omnichannel integration (SMS, USSD, SAT-Push, Mobile App, Email)
• Microsegmentation and Propensity Machine Learning Models
• Consume a stream of events and integrate with the Enterprise Service Bus (ESB) to automatically give benefits after the purchase according to individually incentivized offers
• Control groups & A/B Testing to better understand the impact of offers and campaigns
• Analytical dashboards to monitor campaigns real-time performance

Outcome:

• Project took 5 months of implementation to deliver contextual real-time personalized offers across multiple communication channels (42% messaging reduction with 29% take-up rate increase)
• Increasing conversion rates and better targeting with the application of ML models (Microseg. + Propensity scores)
• Measuring performance with near Real-time campaign management dashboards