Social Media Analytics Case Study
Using Social Insights for Product Bundling and Higher Purchase Conversions in Telecom
Introduction
A major telecom company, offering airtime, data, and broadband devices, partnered with NettScience to enhance its marketing strategies and boost purchase conversions. The company sought to better understand customer needs and preferences to create more appealing product bundles. NettScience leveraged social insights derived from Natural Language Processing (NLP) analysis to identify key customer sentiments and trends, leading to a more effective promotion campaign reorientation.
Key Challenges
The telecom company faced challenges in tailoring its product bundles to meet evolving customer demands. Without a clear understanding of what customers were saying about their services and products online, the company struggled to:
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Identify the most desirable combinations of airtime, data, and devices.
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Understand the perceived value of existing bundles.
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Target specific customer segments with relevant offers.
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Optimize pricing strategies to maximize purchase conversions.
Our Approach
Data Collection & Integration
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Gathered large volumes of unstructured data from social media platforms, online forums, and customer review sites related to the telecom company and its competitors.
NLP Analysis
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Utilized Natural Language Processing (NLP) techniques to extract relevant keywords, phrases, and sentiments from the collected data.
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Identified recurring themes, pain points, and preferences related to airtime, data, and device bundles.
Sentiment Analysis
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Analysed customer sentiment towards existing product offerings, promotional campaigns, and service quality.
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Identified areas where customers expressed satisfaction, dissatisfaction, or unmet needs.
Insight Generation
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Discovered key insights related to customer preferences for bundled services, ideal data allowances, desired device features, and price sensitivity.
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Identified emerging trends and unmet needs in the telecom market.
Campaign Reorientation
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Revised product bundles based on social insights, creating more appealing combinations of airtime, data, and devices.
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Tailored marketing messages to address customer pain points and highlight the value of the new bundles.
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Optimized pricing strategies to align with customer expectations.
Results Achieved
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Increased Purchase Conversions: A 5% increase in purchase conversions was observed after the campaign was reoriented based on social insights.
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Enhanced Customer Satisfaction: Improved customer engagement and positive sentiment towards the company’s product offerings.
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Improved Marketing ROI: More efficient targeting and messaging resulted in a higher return on investment for marketing campaigns.
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Better Product Strategy: Data driven insights helped the company improve their future product launch and marketing strategies
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