While data obviously provides a benefit to providers, this
Jennifer Lubell is a freelance writer.
isn’t just about driving revenue, she added. “We want to pro-
vide the best possible experience for our members. If they
are streaming a bunch of Netflix, that’s not going to be a
great experience at 3 MB broadband service.”
It’s an investment for sure, but in an age where the inter-
net and mobile devices can expand a telco’s reach to that
isolated farm in rural America that wants a high-speed
connection, data is becoming an increasingly valuable
resource in a telco’s marketing toolbox. l
Contact her at firstname.lastname@example.org.
“If we’re focusing on one community, we’ll support our local newspaper
as one way to reach those customers
and compliment the messages we’re
already pushing,” she said.
How Data Drives
Data doesn’t just drive marketing strategies. It also affects the way telcos
prioritize their spending.
Through its use of data, Triangle
decided to discontinue an expensive
but little used social media platform and increase its social
media spend on another social media platform. In exchanges
where 75% or more of its members are on social media sites
at a given date or time, it decreased its print ad size in news-
papers, resulting in a 35% decrease in its print ad spend.
Data-driven marketing has also influenced the way
Triangle handles its commissions. “We now tie our monthly
commission structure to what we are targeting for the
month. We have seen great success tying the commission
and marketing plans together,” Chinadle said.
“If we’re doing a
for a targeted number
of customers, we’ll use
more digital, but we
may throw in direct
mail as well.”
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Triangle Communications 2017-18
Subscriber Churn Rate & Insights