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Download the Report : State of Marketing 2012
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REPORT

Profitability From Subscriber Acuity: Embracing Behavior-Based Engagement Models

This study investigates where and how new thinking around data, analytics and the utilization of actionable customer intelligence can further monetize mobile subscribers. The CMO Council, through a series of qualitative interviews with leading CSP marketers and an in-depth online audit involving 222 senior marketers at global CSP companies, set out to better understand where behavior-based experiences and decision making—including the development of new pricing models and partnership opportunities—could positively impact the customer experience while optimizing new routes to revenue. The interviews and surveys were fielded over the second to fourth quarter of 2012 to gather insights from over 25 brand leaders and industry experts at companies like AT&T, Bell Canada, Sprint, Virgin Mobile, Orange, Vodafone, Telstra, Telnor, STC, MTN, Etisalat, Telefonica, Claro and more. Typical respondents of the online survey held a title of Head of Marketing and hailed from CSPs offering wireless. This report contains a comprehensive summary of findings, along with insights from practice leaders at HP, and shares their prescriptive insights into how and where marketing can best begin the journey toward more behavior-based engagements. The full report additionally features detailed findings, which include charts and graphs outlining the 24-question online audit, an infographic, and insights from leading global CSP marketers.

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RELEVANT CONTENT
QUALITATIVE INTERVIEWS

North America

Anonymous, VP of Pricing, Canadian Communications Service Provider

Alicia Dietsch, VP of Business Marketing Communications, AT&T

Blaik Kirby, SVP of Marketing and Sales, Bell Canada

John Carney, SVP of Consumer Marketing , Sprint

Jayne Wallace, Director of Corporate Communications, Virgin Mobile (USA)

Jeff Auman, VP, Virgin Mobile (USA)

Mark Lederman, Director, Virgin Mobile (USA)

 

Europe

Andy McFarlane, Head of Marketing, Vodafone (UK)

Olivier Quillet, Head of Strategic Marketing, Swiss Communications (Switzerland)

Rad Kenig, Head of Pricing, Orange (France Telecom Group)

Stephanie Jackson, VP of Consumer Business Unit, Vodafone (Czech Republic)

Thomas Strohmaier, Former VP of Marketing Strategy, Deutsche Telekom

 

Asia Pacific

Gamika de Silva, Senior Manager of Marketing Post-Pay & Mobile Broadband, Etisalat (Sri Lanka)

Nick Adams, Director of CRM, Loyalty and Digital Marketing, Telstra (Australia)

Suresh Agrawal, Head of Wi-Fi Busniess, Idea Cellular (India)

Paulo Froes, Head of Business Planning & Delivery, Optus (Australia)

 

MENA

Andrew Hanna, Chief Commercial Officer,  STC VIVA (Bahrain)

Nicola Suter, Senior Manager Global Brand, MTN (South Africa)

Matthew Willsher, Chief Marketing Offcier, Etisalat (UAE)

Usman Javaid, Marketing Support Officer, Telenor (Pakistan)

 

Latin America

Gustavo Reyes, VP of Data & Innovation,  Telefonica (Venezuela)

Wellyngton Silva, Marketing Director, Claro (Argentina)

 

Faculty and Industry Experts:

Jeff Kagan , Telecom Analyst

Nader Travassoli, Industry Expert, Professor and Non-Executive Chairman, London Business School

Professor Dr. K. Prakash Vel, Faculty of Business & Management, University of Wollongong (Dubai)

Roger Entner, Telecom Analyst, Recon Analytics

Hennie Visser, Senior Lecturer: Marketing & Management, University of South Africa, Graduate School of Business

TABLE OF CONTENTS
QUALITATIVE INTERVIEWS

Full Report:

  • Abstract
  • Introduction
  • Summary of Key Findings
  • Expert Perscpective
  • Detailed Findings
  • Infographic
  • Demographics
  • Leadership Committee
  • Expert & Academic Insights
  • Affiliate Partners
  • About HP
  • About CMO Council

CHARTS

Featuring 0 research charts
 

North America

Anonymous, VP of Pricing, Canadian Communications Service Provider

Alicia Dietsch, VP of Business Marketing Communications, AT&T

Blaik Kirby, SVP of Marketing and Sales, Bell Canada

John Carney, SVP of Consumer Marketing , Sprint

Jayne Wallace, Director of Corporate Communications, Virgin Mobile (USA)

Jeff Auman, VP, Virgin Mobile (USA)

Mark Lederman, Director, Virgin Mobile (USA)

 

Europe

Andy McFarlane, Head of Marketing, Vodafone (UK)

Olivier Quillet, Head of Strategic Marketing, Swiss Communications (Switzerland)

Rad Kenig, Head of Pricing, Orange (France Telecom Group)

Stephanie Jackson, VP of Consumer Business Unit, Vodafone (Czech Republic)

Thomas Strohmaier, Former VP of Marketing Strategy, Deutsche Telekom

 

Asia Pacific

Gamika de Silva, Senior Manager of Marketing Post-Pay & Mobile Broadband, Etisalat (Sri Lanka)

Nick Adams, Director of CRM, Loyalty and Digital Marketing, Telstra (Australia)

Suresh Agrawal, Head of Wi-Fi Busniess, Idea Cellular (India)

Paulo Froes, Head of Business Planning & Delivery, Optus (Australia)

 

MENA

Andrew Hanna, Chief Commercial Officer,  STC VIVA (Bahrain)

Nicola Suter, Senior Manager Global Brand, MTN (South Africa)

Matthew Willsher, Chief Marketing Offcier, Etisalat (UAE)

Usman Javaid, Marketing Support Officer, Telenor (Pakistan)

 

Latin America

Gustavo Reyes, VP of Data & Innovation,  Telefonica (Venezuela)

Wellyngton Silva, Marketing Director, Claro (Argentina)

 

Faculty and Industry Experts:

Jeff Kagan , Telecom Analyst

Nader Travassoli, Industry Expert, Professor and Non-Executive Chairman, London Business School

Professor Dr. K. Prakash Vel, Faculty of Business & Management, University of Wollongong (Dubai)

Roger Entner, Telecom Analyst, Recon Analytics

Hennie Visser, Senior Lecturer: Marketing & Management, University of South Africa, Graduate School of Business

CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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