ABOUT

The main purchasing behavior for telco services happened as needs arose. This meant that we needed to know each user’s current mobile-related need state, and advise them accordingly. Only then would we be able to upsell our further services to them.

We turned to our strategic partner–Google. Google was the technical powerhouse which tapped dtac’s rich CRM database and identified only the most relevant messaging for each individual, based on their need state at the moment in time.

This dynamic profiling process involved a heavy study into user journeys, and their propensity to convert or upgrade, from our very robust database.

Consumer privacy was a key concern, so our strategy worked around those parameters by encrypting customer data such as mobile phone numbers, times of heavy usage and duration of heavy data usage. We then served mobile banners which would appeal to them at the specific moment in time.

Together with dtac and Google, we crafted an APAC-first solution in order to make our vision a reality.

When a dtac user goes online and visits dtac's website, a cookie is dropped on their mobile browser. That cookie acts as a unique online identifier for that specific user.

With the help of real time technology, dtac passed an encrypted CRM ID to be stored in the cookie. When that user was browsing online later on, dtac was then able to show relevant user-targeted promotions based on real time integrations of the systems. We deployed over a hundred different creative visuals, providing hyper-relevant messaging with an instant call to action. For instance, if a user was about to hit their data package limit, we would serve them a data top-up ad. If a user was identified as a heavy phone user, the system would show them an upgraded voice package.

Our average success rate was a 0.5% conversion, and this campaign returned as much as 5%. Our real-time targeting and continuous monitoring of consumer behavior has led to a more robust database, and remarketing efforts have become more efficient, because of this knowledge.


Within one month, 1,000,000 mobile ad impressions were served to dtac users; 4,000 banner clicks were generated. 23% of these clicks landed on package shelf (920 landings). This Asia-first idea delivered 10 times higher conversions in online transactions than any other conversion campaign ever run by dtac.