Effectively utilizing data for competitive advantage

opportunities for advertisers and broadcasters

Deji Balogun

CTO, Terragon Group

• Africa focused digital media company with presence in Kenya,

South Africa, Ghana, Cameroun and Nigeria

• 29 Servers in four continents

• Connected to the top mobile operators in Africa

• Monetizing inventory for Africa’s largest publishers

• Over 1 billion ad requests every month

• About 10TB of analytics data every month

Innovation to make mobile meaningful

The goal of every broadcaster/advertiser is to reach the right consumers/customers with the right content/offers at the right time

extracting valuable knowledge from data

Insights

1. Capture - data points 2. Manage - systems and processes 3. Mine - technology

• Error they say is context specific.

• What is context?

Context How to analyse data in the right context

analyzing data in the right context

Metrics

1. Understand the business context

2. Always tie it back to the numbers

leverage data analytics across multiple platforms

Targeting

1. Learn – understand your audience 2. Personalize – unique experience 3. Integrate – connected experience 4. Mobile friendly

Success Stories

Netflix collects a lot of data to understand how its users behave and what their

preferences are.

It collects metrics including what people watch, when they watch, where they

watch, what devices they use, ratings, searches, when users pause or stop

watching, etc.

Netflix made the House of Cards decision by identifying that subscribers who

watched the original British version of House of Cards were very likely to watch

movies starring Kevin Spacey or directed by David Fincher.

A Leading Telco in Africa

Against the backdrop of a highly volatile and competitive marketing landscape,

mobile operators are at the cross roads. The market is saturated and voice tariffs

are declining.

Ability to reach subscribers in a direct and intimate manner, addressing their unique

needs and preferences is the key to an operator’s success in today’s competitive

world.

20% higher usage with highly targeted marketing campaigns

• improved voice and data usage by 20 per cent with highly segmented,

behavior-driven marketing.

• Granular segmentation was based on average spend, product affinity and

consumption preferences.

• Real- time triggers helped to identify the right moments to initiate

marketing actions in order to stimulate usage.

17% drop in churn with causal analysis and win-back offers

• analytics based on historic behavioral patterns was used to determine churn

symptoms for different segments.

• Graded offers with discounts were rolled out based on churn score.

• Almost 17 per cent of potential ‘churners’ stayed on the network,

generating $100,000 incremental revenue monthly

Thank You