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Mining the gold in customer data to uncover your competitive advantage
Applied Marketing Analytics: The Peer-Reviewed Journal,
1
(3),
237-242
(2015)
Abstract
Faced with competition from over-the-top (OTT) providers, telecommunications operators today are exploring ways to respond by offering disruptive business models. Singtel has found an answer with DataSpark and its offer of location analytics. This paper highlights the market conditions that led to the creation of DataSpark to diversify Singtel’s traditional revenue base, the emergence of location analytics as a game changer, and how data can create a genuine competitive advantage for companies.
Keywords: DataSpark; Singtel; geoanalytics; marketing; data mining; advertising
The full article is available to subscribers to the journal.
Author's Biography
Dr Amy Shi-Nash has 15 years of experience in data mining, consumer analytics, loyalty, marketing and management consulting. As the founding member of DataSpark, Singtel’s data analytics spin-off, Amy is responsible for driving data-science led innovation, creating disruptive opportunities and developing new revenue streams through leveraging unique Telco assets. Amy holds a PhD in data mining and an MBA.
Citation
Shi-Nash, Dr Amy (2015, July 29). Mining the gold in customer data to uncover your competitive advantage. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 1, Issue 3. https://doi.org/10.69554/EGRP1505.
© Henry Stewart
Publications LLP
Publications LLP