Route-to-market strategy for Fiber Broadband
End-to-end advanced analytics strategy for their new Fibre Broadband proposition. Route-to-market strategy for a major TELCO- Fiber Broadband proposition
A major media and telecommunications provider in the UK approached Pairview to develop and deliver an end-to-end strategy for their Fibre Broadband proposition using advanced analytics. The aims of the project were to offer Fibre to customers whose Fibre uptake would improve their broadband retention and grow customer value and profitability.
Strategy and Solution
At the commencement of the project, Pairview researched the competitive landscape of the Fibre Broadband market, working with the client’s Fibre Management Team to the scope and develop a route-to-market plan for the acquisition, up-selling and cross-selling. This initial R&D phase was followed by:
1. Exploratory and deeper analyses on a combined 2,000 variables dataset across internal and external data sources to understand key variable interactions and their impact on Fibre uptake.
2. Development of a Customer Life-Time Value model and prediction of the impact of Fibre on the long-term value of the brand’s customer base.
3. Delivery of an automated Business Intelligence framework to monitor campaign performance, leading to real-time performance measurement.
4. A real-time data pipeline and automated result analyses.
5. Rigorous data preparation and migration from a UAT environment to Production.
A Digital TV Fibre Acquisition model was built and systematically aligned to support the Fibre rollout strategy, as part of a wider project. A BI platform was developed and used in Production across the Fibre Management Team for monitoring performance across other products and offerings. We have also improved overall data quality to support the Client’s reporting and analytics framework for modelling and consumer insight.
Ultimately, Pairview’s collaboration with the major TELCO business helped deliver an improvement in Fibre uptake while reducing acquisition costs as well as a reduction in customer dropout rates from standard acquisition by quickly up-selling High Affluent segments into Fibre Broadband.