Outcome

Targeting non-data subscribers with an intelligently-designed campaign facilitated in increasing data addiction and influenced many subscribers to buy other bundle offers made by the operator.

66%

of targeted non-data users responded within 5 months

24%

of targeted subscribers became revenue-generating subscribers

29%

of targeted subscribers were engaged with but not converted

⸺ Overview

MTN Congo Brazzaville was looking to increase data usage as a new revenue stream. They encountered challenges getting certain subscribers to start using data. Digitata was tasked with creating a “non-data to data” customer journey. The goal was to convert non-data and occasional data users to regular data users, effectively creating “data addicts”.

⸺ Business Challenge

MTN Congo Brazzaville faced the following challenges:

  • Limiting subscribers’ unintentional use of out-of-bundle data
  • Increasing the uptake of traditional offers
  • Providing subscribers with a great data experience to encourage additional data usage

Digitata's Methodology At Work

Digitata implemented its tried & tested methodology forexecuting on the business challenge.

More details

Determine Business Objectives

The business objective was to identify non-data users and convert these into users who regularly make use of MTN data services and purchase data bundles from MTN.

Formulate The Strategy

The strategy was to take non-data users on a journey that starts with free data, progresses to great value below-the-line bundles, then to bonus bundles, and eventually to the standard bundles offering.

Subscriber Profiling Through Segmentation

Initial segmentation was performed by MTN to identify subscribers who Digitata should target. Digitata started sub-segmentation during the campaign cycle, setting specific statuses for subscribers in the database and targeting them with appropriate messages.

Intelligent Pricing Offers

The aim was to drive non-data to data user conversion over a 5-month period with an aggressive campaign offering free 200 MB bundles to allow subscribers to experience the benefits of data usage, followed by great value bundles and bonus bundles to keep them using data. Marketing messages were sent to subscribers daily via USSD flash and SMS blast.

Subscribers were restricted to 3 free bundles per cycle to avoid the temptation to buy additional SIM cards in order to get additional free data.