New Customer Data Platform (CDP) built for telcos by telcos launched

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Ikue the innovative UK-based customer data and personalisation start-up, has launched its new Customer Data Platform designed and built specifically for marketing teams within telecoms operators. The product has been developed to solve the unique challenges of the telecoms market and is based on decades of direct experience by a team of senior telecoms technologists and marketers.

Ikue’s CDP has been built from the ground up to enable and deliver accurate and effective customer engagement for marketers. It differs dramatically from enterprise applications such as CRM and generalist CDPs in that its primary purpose is enabling personalisation at scale for marketing. This requires data to be unified from a much broader range of applications, systems, and channels, providing a rich real-time 360-degree view of a telco’s customer to optimise the timing, and targeting of messages and offers. The cloud-based, Software-as-a-Service  platform is powered by AI and creates a single location for an operator to collect, consolidate, organise, and then analyse its customer data.

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Bronwynne Stoddart, founder and CEO at Ikue, stated: “Telecom operators are under pressure to manage the optimal equilibrium between shareholder interests, increasing price regulations, legal restrictions, and licence fee costs from national regulators.

As a result, they need to create and leverage new revenue streams and accelerate the digitalisation of their existing processes and customer touchpoints to manage costs and improve margins. To meet these challenges, operators are making significant investments in customer marketing programs to reduce customer churn, reduce price erosion and drive cross- and upsell opportunities for additional products and services.”

These marketing programs require a single, unified view of each individual customer to target the right person, at the right time, with the right message. At the moment, however, too many customer engagement messages by operators are poorly targeted, mistimed, and often irrelevant. As a result, typical response rates are under one percent, significantly decreasing the RoI in marketing programs. With Ikue, operators can expect to see a significant uplift in incremental revenue over existing marketing programs.

Ikue’s CDP has out-of-the-box bi-directional data connectors that integrate to both source and destination systems. Data streams ingest data from a broad range of source systems within the operator’s existing system landscape – including data warehouses, digital behaviour data and CRM platforms. Activation streams ensure that the data is easily supplied to, complementary of, and accessible by the entire martech ecosystem. It’s out-of-the box connectors integrates with industry leading DSP’s, social media channels and other marketing platforms.

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