Finding the subscribers most likely to upgrade, then reaching them by call, by SMS, or the moment they walked into 4G coverage.
MTN Ghana needed to move millions of 3G subscribers to 4G. A blanket “please upgrade” message wastes budget on people who won’t convert and misses the ones who would. The question was who to target, where, with what offer and through which channel.
I segmented the base by device, usage, location and lifecycle stage, then designed a campaign for each segment across outbound calls, SMS and real-time location triggers. A subscriber with a 4G phone who walked into 4G coverage got the offer at that moment.
I worked with Sales, Marketing and Channels teams to keep targeting tied to commercial priorities, and refined segments and offers as results came in.
2.1 million customers moved to 4G. Refined offers lowered churn risk in the weeks after activation, and the segmentation framework is now reused for later campaigns.