Conference notes - Customer Base Management for dynamic markets

James Wilkinson

In this paper, James Wilkinson provides his perspective on applying market research within an ever evolving context of other data sources.

Conference notes – Customer Base Management for dynamic markets

James WilkinsonPCA Group

INTRODUCTION

Now, more than ever, organisations are looking for fact-based decisions to give them the competitive edge they desperately need. The mobile telecommunications industry is perhaps at the forefront of this drive, with its increasingly saturated marketplace and vast amounts of data produced by each customer event. The industry is using the term 'Base Management' to refer to the capability of analysing this data and turning it into profit generating actions for retention and cross-/upsell. The PCA Group has been instrumental in setting up Base Management capabilities...

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