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Improving customer experience remains telcos' number-one focus, and marketing plays a critical role in achieving this objective. This report highlights the trends and best practices associated with the development of data-driven marketing operations within the telecoms industry.


  • Telcos plan to meet growing demand for innovation using analytics, despite poor market indications.
  • Integrating customer data across multiple data sources is telcos’ main challenge.
  • About 11% of telcos’ marketing budgets will go to investment in analytics tools.

Features and Benefits

  • Provides insights on telcos' current and future plans for investment in data-driven marketing operations.
  • Highlights the top use cases that telcos seek to adopt using their investments in analytics tools.

Key questions answered

  • What are the key trends influencing telcos' adoption of analytics tools in their marketing operations?
  • What are the best practices to be considered when implementing analytics tools for marketing?

Table of contents

Executive summary

  • Catalyst
  • Ovum view
  • Key messages

Telcos adopt analytics to meet demand for improved customer engagement

  • Meeting demand for innovation despite poor market indicators
  • Over 50% of telco respondents have invested in data-driven marketing
  • Customer engagement, data monetization, and churn reduction are top objectives
  • Customer retention, churn, and campaign management are the most popular use cases
  • Fewer than 60% of telcos investing in analytics consider themselves above average in analytics

Challenges faced by telcos deploying analytics tools

  • Integrating customer data across multiple sources is main challenge
  • Inadequate data-science skills
  • Performing effective customer segmentation

What’s next for telcos looking to develop data-driven marketing operations

  • Investment plans for marketing operations and analytics
  • Telcos plan to spend much more on customer experience
  • About 11% of telcos’ marketing budgets will go to investment in analytics tools
  • Almost 70% of telcos plan to invest in advanced analytics tools
  • Service monetization and personalization the most popular use cases next year
  • Telcos seek vendors with deep telecoms expertise


  • Further reading
  • Author

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