How it Works
Segment of One marketing is powered by the iCLM™ platform. Designed for processing large data sets in real-time, the iCLM platform allowing marketing teams to launch sophisticated offers and campaigns, analyze results, and measure KPIs of all the marketing activities.
A rich set of adaptors enables a rapid integration with any data source. These include databases, file servers, CRM and DWH systems, external decision support systems, and many more.
Real-time Event Processing
The first step is event processing, in which all subscriber data is collected and managed in real-time. This includes network activities, price plans, service updates, billing information, etc.
Analytics and Subscriber Profiling
A real-time profile, containing over 300 attributes, is built and maintained for each subscriber – providing the basis for personalization and customer state management. Attributes are based on inputs such as CDR records,TopUp and credit events, responses to marketing offers, portal browsing, and data from BI or CRM systems. We use complex statistical models, such as prediction algorithms, to calculate price elasticity, richness effect, etc.
Decisioning & Offer Personalization
Each individual subscriber is assigned a ‘best fit’ marketing offer, based on his/her attributes. A state machine continuously monitors each subscriber’s marketing state, and when a profile changes, the state machine checks if the marketing state needs to be updated.
Communication and Fulfillment
Offers are automatically communicated to SMSC systems through text messaging or other channels – MMS, video, portal, IVR, USSD, etc. Upon the acceptance of an offer, the Fulfillment Engine updates the billing system, and modifies the relevant customer records. If needed, additional systems may be updated, such as a data warehouse, BI, or other systems.
This phase closes the fully-automated offer loop, and ends with updating the marketing offer section in the subscriber profile.