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China Mobile is exploring new ways to market personalized offers to its customers through electronic channels (e-channels), such as mobile devices, applications, or other online and digital platforms.
Less than one-tenth of the operator’s customers currently engage via e-channels. To encourage more active users and enhance the e-channel campaigns, event marketing offers an accurate and efficient solution.
E-channels can filter, analyze and cross-reference data, such as user behavior, based on event-related marketing models and provide personalized recommendation services, which will improve marketing accuracy and success rate. Pushing appropriate, personalized marketing content based on trigger events to customers will result in better services and more effective marketing.
This Catalyst project aims to enhance marketing offerings to customers via e-channels by offering personalized recommendation services based on event marketing business processes and related technical solutions. The objective is to improve the service quality, marketing accuracy and success rate for e-channels.