Deutsche Telekom chooses MarketShare, a Neustar Solution, to provide digital audience analytics

  • Posted by Fran Cator
  • March 15, 2016 11:35 AM GMT

Leading telecom will optimise campaigns for maximum ROI

London, 15 March, 2016 – MarketShare, a Neustar Solution, a global leader in advanced marketing analytics software, today announced that it has been selected by leading telecoms operator, Deutsche Telekom, to effectively monitor and optimise for consumer decision points across a plethora of cross-channel customer journeys. Using MarketShare’s holistic attribution solution, DecisionCloud Action, Deutsche Telekom will be able to see the true value of each customer interaction and optimise its campaigns accordingly.

Deutsche Telekom took the step to engage MarketShare’s service due to a need to understand which digital activities were engaging customers and how they are affecting its revenue. Following an extensive pilot programme where Deutsche Telekom incorporated Action into its marketing campaign planning, and a strong existing relationship between the two companies in the USA, through the T-Mobile brand, it made the decision to extend this long standing partnership to Europe.

Initially, Deutsche Telekom will use MarketShare’s Action solution. The tools available enable marketers to get a complete picture of their customers through both on and offline analytics engines. This will then enable the marketing team at Deutsche Telekom to develop a full spectrum analysis of its customer base in order to deliver more effective campaigns that offer improved return on investment.

Commenting on the announcement, Christoph Schallenberg, vice president internet sales & service consumer, Telekom Deutschland, said: “Understanding customers and prospects is vital to delivering successful marketing campaigns and we needed a service that could offer this type of insight. Through our existing relationship with MarketShare in the USA, we knew that employing its market leading solutions would give us the tools we needed to do this, making it the obvious choice.”

“Marketers are eager to find ways of reaching the right new and existing customers in order to increase revenue in a digital landscape where they are constantly bombarded with information,” said Lucien van der Hoeven, general manager EMEA at MarketShare DecisionCloud, a Neustar Solution. “By being able to understand a customer’s journey as they do, Deutsche Telekom will now be able to target the right audience online, decrease wasted marketing spend and increase its revenue and profit.”