Increased competition and product proliferation requires a new marketing paradigm

In an era of proliferating products and cut-throat competition, telecommunications marketers have an abundance to consider. What's the best way to cross-sell product bundles such as a 'triple play' of Internet, telephony and television? Or within a service category such as telephony, who are the best prospects for land lines, VoIP or Mobile? Dial up or Broadband? Cable or Satellite?  And should I use email, direct mail, phone, mobile, search or the web to make the offer?

These are all difficult questions that face today’s marketer in the Communication industry. Finding the answers is made more difficult by having the customer product and behavioral data stored in multiple locations that are not easy to access, let alone integrate into a single customer view.

The Entiera Marketing Platform

The Entiera Marketing Platform can help.  It is the first Enterprise Marketing Platform offered in a true On Demand deployment model (Software as a Service, also known as "SaaS") increasing time to market and ROI by decreasing complexity and costs to the marketer. The Entiera Marketing Platform includes:

• A Consolidated Multi-Source Marketing Database: Entiera utilizes over 80 different algorithms to consolidate data from different sources. In this way, we can bring together a customer centric marketing database that highlights customer behavior across multiple channels to include, Web, Email, Direct Mail, Search, Mobile and Mass Media. This provides marketers with a true consolidated view of the customer at all times.
• A World Class Marketing Automation Engine: Entiera Market is a state of the art marketing automation solution that enables marketers to create, execute and measure both automated and batch based campaigns. Providing the marketer with the tools that they need to effectively manage all marketing activity, both inbound and outbound, in a single user interface.
• Insight into your marketing world:  Entiera Dashboard and Entiera Report provides a complete customer centric view of how all of the marketing budget and key metrics such as ARPU or Cost per Gross Add are moving. From the Executive level dashboard report to the integrated statistical modeling engine, the Entiera solution provides marketers at all levels with the insight that they need to optimize the marketing budget.
• Ready access to Prospect and Overlay Data:  The Entiera Marketing Universe is a consolidated multi-source data repository. Marketers have access to over 500 different attributes that helps them to retrieve a highly targeted group of prospects from within the same interface used for customer campaigns. In the end, marketers can execute marketing campaigns directly from the Entiera Market solution, eliminating time consuming and costly processes within the direct marketing effort.
  

The Telco Solution
At Entiera, our telecommunications solution begins with a deep understanding of your customers. We start by focusing in your customers. A strategic segmentation is made that group together like minded individuals and then cuts them by profitability or value scores so that you can understand who your best customers are and discern your worst customers. From here, we also apply models for Churn, predictive scores by product and other key attributes that can be applied to your communicaiton strategies

Once the attributes are set, we can help create the communication strategies across your customer interaction points. Our real time module will interact with your call center to help your agents to understand which customes to keep and which to let go. The agents will view a complete customer profile and marketing can control the script, offer and follow on activity for the customers. This plan encompasses direct mail, email, mobile, social media or any other interaction channel that you use to interact with your subscribers.

A similar plan goes into effect for your prospects. Understanding which prospects are likely to provide value to your organization allows you to tailor a communication strategy by prospect segment. No more carpet bombing approach to your direct mail. The system allows you to ensure that the right message reaches the intended recipient.

The system is wrapped together by a comprehsive reporting package that allows each user her own view of the system. From the CMO to the data analyst, each user can see the key metrics that they need to guage and optimize business performance.