Telkom Kenya operates in an increasingly complex and competitive landscape. Therefore it sought to add depth to the strength of insights-led marketing by operationalizing a quantitative segmentation study it just carried out in the Kenyan Market. The idea is to facilitate the identification the 6 key markets segments its customers from which marketing, sales, customer care and product strategies will be determined.
As a result, Telkom Kenya contracted Octave Analytics to provide a segmentation algorithm where its customers usage data are matched against the quantitative research data to determine the likelihood for a customer to match a given segment.
To this end, Octave Analytics harnessed its top-of-class analytics expertise in delivering Machine Learning algorithm that will facilitated usage and behavioral-based segmentation of the target subscribers and identify customer’s segment through AI learning and prioritization