How Data-Driven Strategies Provide Cable Operators With Competitive Advantages
Nothing is more frustrating than a poorly targeted campaign. We can all immediately tell when a message isn’t right for us, and it leaves a negative impression of the company that sent it. What do the most successful marketing teams have in common? They understand their target audience and personalize campaigns to speak directly to them. Effective marketing anticipates subscribers’ wants and needs—and delivers the experiences they want.
Cable operators target a wide variety of subscribers for different objectives, including:
Accelerating subscriber acquisition in existing service areas
Executing compelling cross-sell campaigns to grow average revenue per user (ARPU)
Identifying heavy-use hybrid fiber coax (HFC) subscribers who are prime candidates to migrate to fiber
Leveraging data-driven insights to direct network expansion to accelerate market penetration and revenue growth
Whatever the goal, optimal campaigns deliver tailored messages that truly understand the motivations of your audience and resonate with them on a personal level.
Using Data To Swiftly Identify and Prioritize Edge Out Opportunities
Cable operators use data analytics to develop and execute strategies to “edge out” their networks to reach new neighborhoods adjacent to their existing footprint. Unlike overbuilding, which involves competing with an incumbent provider in the same area, “edge out” strategies extend service to nearby target areas that are adjacent to existing service areas.
Successful edge out strategies focus on areas that have low broadband penetration and have favorable demographics and economics. Using a data-driven approach helps operators identify and prioritize the most attractive edge out opportunities, based on factors such as population density, income level, competitive landscape, and customer demand.
Data Insights Help Cable Operators Build Savvier Marketing Campaigns
Cable operators face many business challenges that data insights can help solve, including accelerating fiber-to-the-home (FTTH) subscriber acquisition rates and improving subscriber retention.
Data can help improve subscriber acquisition and retention by identifying distinct audience segments (gamers, work-from-homers, etc.). Marketing teams can build personalized campaigns, capture performance metrics to make data-driven decisions, and boost conversion rates by targeting the right customers. Additionally, cable operators can target HFC subscribers who are prime candidates to migrate to fiber by identifying subscribers who are hitting their speed tier limits or who are heavy-use HFC subscribers.
These audience segments enable you to better engage with your subscribers and deliver marketing messages that resonate—and these data insights ultimately help increase revenue and drive new market growth.
A data-driven approach can help you accelerate subscriber acquisition in existing service areas, deliver services that subscribers want and need, and prioritize service area expansions. However, the data alone won’t tell you exactly what to do. Data sets can never be perfect, but they can help you make smarter decisions—more efficiently—when you know how to leverage them.
With a deeper level of intelligence about current and potential subscribers, cloud-based platforms and data insights enable every cable operator to create targeted offers and campaigns to increase engagement, grow subscribers, elevate average revenue per user (ARPU), and boost satisfaction. Our cloud platform can also work with and enhance data-driven cloud analytics solutions you already have in place, helping to integrate disparate solutions. Ultimately, this is how you win against the competition—by providing real value based on data insights, not just blind guesses.
Interested in learning how to integrate your existing tools into one platform to make data-driven decisions? Download our eBook, “How To Unlock Data-Driven Insights.”
Related articles
