skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


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

Recommended Articles

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now