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Telcos have a pressing need to make the most of their data to better serve their customers and remain competitive. This report provides key findings of Ovum's survey of over 80 telco CMOs, CIOs, and other C-level executives, on the key drivers for investing in customer-analytics solutions.


  • While marketing and customer-care units account for the greatest use of customer analytics by telcos, the strategy and network operations units are now seeing a benefit in using customer-analytics tools.
  • Telcos expect a complete customer-analytics solution that can integrate and analyze data from multiple data sources.

Features and Benefits

  • Identifies the key buyers and users of customer-analytics tools within a telco.
  • Provides insights on key use cases of customer-analytics tools currently deployed by telcos.

Key questions answered

  • Why are telcos investing in customer-analytics tools?
  • What are the key challenges faced by telcos when using customer-analytics tools?

Table of contents


  • Introduction
  • Download 1: C-Level Insights on Telcos’ Use of Customer Analytics Tools
  • Methodology

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