Data strategy development in marketing telecommunications services on example of Unifun International LTD

Abstract

Nowadays data collection and data analysis are exploding and the marketing function in companies become more sophisticated and customized. In telecommunication companies providing customer services is at the heart of business concern. Big data in marketing have become a critical driver and an important leverage mechanism to improve customer service. Unifun International LTD as other similar companies is trying to develop a sound knowledge base of their customers to increase company’s sales and effectiveness of decision making. Competitive advantage on the local and global markets can be achieved through the delivery of customized products and services. This thesis makes an attempt to describe a practical approach to use customer data in marketing activities. Therefore, the primary goal of this paper is to apply new strategic elements that include data analysis in practice. The performance results of Unifun International LTD are described before and after the strategy is implemented. The benefits of data adoption in business marketing activities are described as results of these research.