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Turning non-data subscribers into data addicts through intelligent journey design
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".
Identify non-data users and convert them into subscribers who regularly use MTN data services and purchase data bundles.
Take non-data users on a journey: free data → great value below-the-line bundles → bonus bundles → standard bundle offering.
Initial segmentation by MTN, followed by Digitata sub-segmentation during campaign cycles, setting specific statuses and targeting subscribers with appropriate messages.
Drive non-data to data conversion over 5 months with aggressive campaign: free 200MB bundles, followed by great value and bonus bundles to maintain usage. Daily USSD flash and SMS engagement.
