Telco Taxonomy Usage Guidalines
Telco taxonomy provides information about the amount of data Eskimi DMP has under different segments. It indicates the amount that can be exported based on client needs.
Market Challenges
Telco taxonomy is a great product for clients that are looking for a solution where they will be able to target niche Eskimi audiences on 3rd party platforms.
Reach Custom User Segments in any digital platform. Telcos want to have the ability to target custom segments on any digital platform. However, not all of them offer comprehensive targeting that telecoms need.
See full user consumption. Telecoms need to build segments and understand user full consumption across all telecoms under one deviceID.
Specialised telecom data. For telecoms, there’s a need for actionable data to optimise the customer experience. Telecoms want to use segments that are based on real user consumption of telecommunication services.
Use Cases
Current customers. Target current customers by their consumption on all media platforms (Eskimi, Facebook, etc.).
Retain lost consumers. Target lost customers that migrated to other telecoms.
Competition. Target users that are using competitor’s products and/or about to churn.
ISP. Upsell your ISP services for mobile consumers.
Match with MSISDN. Match the deviceID data and segments with user phone numbers using header enrichment.
Improve SMS/USSD communication. Improve retention and ARPU growth-focused communication.
Segment exportation
All segment requests should be shared on telco_data_product channel. Gabriele with the DMP development team will export the necessary segment within 1-3 hours. However, the iteration for the client is up to 3 days.
Segments can be exported to our Google Cloud or clients can share safe FTB where the segments will be placed.
Segments can be combined depending on the client's needs. While custom segments that are not in the taxonomy can be requested, but they might require additional development.
Limitations
EU for the moment is off-limits. However, let's discuss internally relevant business cases. Depending on the demand we may figure out a way to work in the EU.
There will be a <2% discrepancy between taxonomy and export numbers because of the algorithms that are being used for taxonomy.
The segment exportation process is manual, but depending on the feedback and how the project will carry on relevant adjustments will be made.