TELECOM · CAMPAIGN ANALYTICS
ROLE
Data & Business Analyst, Huawei Technologies
TOOLS
SQL · Python · Power BI
TIMEFRAME
Oct 2024 to present
IMPACT
2.1M customers converted
MTN Ghana needed to migrate a large base of 3G subscribers to 4G, but a blanket “please upgrade” message wastes budget on people who will never convert and misses the ones who would with the right nudge. The commercial question: who do we target, where, with what offer, through which channel?
I profiled the subscriber base into actionable segments using device capability, usage patterns, location and lifecycle stage. From those segments we designed differentiated campaigns across outbound dialling (OBD), SMS and real-time location-triggered activations, so a subscriber walking into a 4G coverage zone with a 4G-capable device received the offer at exactly the moment it was most relevant. I worked hand-in-hand with Sales & Distribution, Marketing and Channels teams to keep targeting logic aligned with on-ground commercial priorities, and we refined offer design and segment definitions iteratively as performance data came in.
The initiative converted 2.1 million customers to 4G on the MTN Ghana network. Post-activation, refined segment definitions and offers measurably reduced churn risk in the critical early window, and the segmentation framework became a reusable asset for subsequent campaigns.
BY THE NUMBERS
2.1M
customers converted to 4G
3
coordinated channels: OBD, SMS, location triggers
↓
churn risk in the post-activation window
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