In a data-driven business world, where stakeholders are placing their bets on harnessing data to optimise outcomes, customer data is perhaps the most critical ingredient. A sector like Telecom where terabytes of customer data are generated every hour through multiple touchpoints, it becomes even more lucrative to harness it. By using Data Science tools & techniques and forecasting models, customer profiles are being built to enhance Campaign Management and other marketing programs.
It has become imperative for stakeholders and think tanks to promote ‘Citizen Data Scientists’ who can skill up and play a techno-functional role in improving Customer Engagement.
Who is a Citizen Data Scientist?
Gartner defines the role as a person who creates or generates models that use advanced diagnostic analytics or predictive and prescriptive capabilities, but whose primary job function is outside the field of statistics and analytics.
Citizen Data Scientists (CDS) are “power users” who can perform both simple and moderately sophisticated analytical tasks that would previously have required more expertise.
Why do Telecom Marketing teams need CDS?
Core Data Science teams are often burdened with building data and statistical models across multiple functions and are therefore unable to dedicate time or participate in activities at a granular level.
Campaign Management in Telecom Marketing requires constant data fueling to run performance-driven campaigns and to optimise outcomes. In such working dynamics, teams either need qualified and experienced Data Scientists or tools/training to extend a DIY experience to mine data independently.
Let us look at some of the reasons how the CDS model can be a gamechanger.
The imminent Need to Harness all Customer Data
Today, CX plays a vital role in the entire customer journey, and Campaign Managers are expected to add meaningful value at various junctures of the engagement. A healthy CLM is not the only key to unlock revenue opportunities but also an avenue to retain and nurture each customer. Therefore, every byte of customer data should be harnessed and used to create a customer profile and segmentation for driving campaigns.
Campaign Managers, Business Analysts, and other resources are in a better position to harness to build segments and build customer-centric models if trained and empowered to be CDS.
Build and Scale Customer-Centric Data Models
Data Analytics is all about building and scaling data models using “Big Data” technologies. Campaign Management is based on profiling, segmentation, classification, and targeting based on predictive and prescriptive analytics. By training and enabling CDS, building, and scaling data models becomes an autonomous exercise.
Launch Campaigns and Programs Backdoor
In the absence of a GUI-based platform, skilled CDS can autonomously launch marketing campaigns backdoor, track progress, and optimise for improving outcomes. Forecasting and statistical models build in house acts as a foundation to drive campaigns that truly offers a sense of accomplishment.
Keep watching this space for our next publication in the series.
