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ABSTRACT
This paper describes a complex 5-country segmentation of the mobile telephony market on behalf of Mts, a leading global mobile phone provider. Mts wanted the segmentation to maintain a common framework across all countries, while capturing any real differences between them. a critical requirement was “targetability”—the ability to accurately attribute a segment to each one of Mts's subscribers. This entailed that the segments be well differentiated on “hard” behavioral metrics from Mts's billing databases. However, it was also critical that such differentiation was not achieved at the expense of richness on “softer” aspects of marketing—segments also needed to have distinct needs, attitudes and motivations, so that they could be used as a platform for messaging, product development, and advertising. Meeting these competing requirements led to a solution that combined survey data on more than 10,000 respondents and billing data on more than 80 million customers using an innovative analytic technique.
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