Nearly half of operator execs say technical issues are stifling personalised marketing activity.
A survey by Pontis revealed that 47 per cent of respondents judged technological challenges in accessing data held on different platforms to be the biggest barrier, with organisational processes at 29 per cent and lack of resources at nine per cent.The main problems are accessing subscriber’s usage history, real time behaviour and response to previous offers. Just 18 per cent consider this to be easy whilst 82 per cent.
This is a worry as the survey also reveals that the majority of marketers believe personalisation and price are the key ingredients for a successful marketing promotion.
According to Guy Talmi marketing director at Pontis, “The survey graphically highlights what our customers have been telling us for some time about the difficulties they encounter in accessing customer data and usage history to help them deliver well targeted marketing offers.”
Needless to say, Pontis offers a solution that can help marketers overcome the technological and organisational barriers that have traditionally hampered the marketing of mobile services.
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