Thursday, September 03, 2009
MTS recently won the 2009 Summit Marketing Effectiveness Award for our customer segmentation. We were recognized in the Consumer Services category for the robust approach we took to deliver most suitable products and services across our footprint of 6 countries with a total population of over 230 million. We became the first company in our markets to be recognized for customer segmentation, a testament to the fact that we have implemented world class solution.

To develop our customer segmentation, we have partnered with Kantar, one of the world's largest insight, information and consultancy networks. In fact, you can view a case study of the work we have done together on their website:

Approaching six markets with significant economic and cultural differences, we intended to create a common language and a consistent platform that would allow us to offer better tailored services as well as make our marketing effort more efficient. This overarching platform was meant to guide the development, implementation and evaluation of all our marketing initiatives and improve marketing effectiveness of the MTS Group.

To this end, we have implemented multi-market macro segmentation, aiming for unique consistency of approach and a new level of accountability. Our segmentation is based on the needs, attitudes and the actual usage dynamics, taken both from market surveys across our markets and customer databases, allowing to define segments more consistently and address them with maximum efficiency.

A particularly unique aspect of our segmentation approach, one that’s on the leading edge of global marketing practice, is that it is directly linked to our customer base. This allows us to set and measure segment-specific metrics when we launch a new customer offer, such as the size of the segment, revenues, ARPU, MOU and many others.

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