We held stakeholder workshops with several TELUS departments to align objectives, identify success metrics and get buy-in. Our analysts then combined TELUS behavioural data from multiple lines of business with rich, third-party data to create six themes that aligned with the company’s business objectives. These themes included tech adoption, value for money and brand loyalty, along with data that tracked its customers' demographic and socioeconomic status.
- Strategy and alignment
- Analytics training and resourcing
- Data gathering, coding and hygiene
- Integration of disparate data sources to create an analytical file for segmentation
Using the strategic insights from the stakeholder workshops, along with the integrated customer data that was purpose-built for TELUS, we created 12 custom segments for TELUS that could be linked to current and prospective customers via postal codes. The company developed detailed profiles for each segment, highlighting family type, values, digital habits and motivations.
- PRIZM Profiling
- Market segmentation
- On-site segmentation workshop
Our staff developed personas and reports that were customized for each department within the company. By crafting personas around this information TELUS was able to identify the factors that influence their customers’ purchase decisions. The company also created a library of resources with icons, heat maps and custom dashboards accessible to all TELUS divisions. To enhance company-wide buy-in, numerous interdepartmental workshops were held to socialize the results of this study to demonstrate the value of this project.
- Data License (PRIZM, DemoStats, CommunityHealth, Opticks Powered by Numeris RTS)
- ENVISION for ad hoc reporting