Background
The volatility of the African pay-TV market greatly restricts the ability of operators to collect client data and develop an in-depth understanding of their clients (prepaid market, lack of client data needed for subscription).
A major operator in the African pay-TV sector sought the assistance of Wavestone to help it develop and implement a segmentation of its subscriber base so that it could acquire a greater understanding of its clients and, as such, fine-tune its marketing approach.
Challenges
Wavestone’s team assisted the Marketing Department in all stages of the client-segmentation definition program:
- Identifying the key variables necessary to carry out a first segmentation, and establishing the statistics of the subscriber base by using transactional data
- Preparing and carrying out a quantitative customer study designed to enhance the client’s knowledge of subscriber usages, expectations and behavior trends
- Defining, choosing and prioritizing relevant segments
- Establishing a detailed profile of each segment and a description of the associated personae
- Identifying relevant test plans and marketing actions for each segment
Responses & Key Success Factors
Within the context of this project, the highly structured approach put forward by Wavestone made it possible to ensure the robustness of the methodology and produce an operational subscriber segmentation model offering access to a wealth of client information.
The particularly visual and well-developed supports produced during the segmentation process enabled marketing teams to rapidly assimilate and integrate the key information into their strategies. Action plans were carried out in each segment to test the various value drivers before rolling out the most efficient actions.
