Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Mukta Lad

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

Australian telecommunications and technology company Telstra is using data to drive personalisation and its head of optimisation, Emir Kazazic, discussed the key elements required to do so at scale at the recently concluded virtual Adobe Summit 2021.

Kazazic said Telstra is aiming to radically simplify its product offerings and eliminate the pain points customers face through investments in the company’s digital experiences, believing that this will not only simplify operations but also significantly reduce costs.

Telstra’s personalised digital experiences get a 2-3x higher engagement and 3-5x higher conversion rates but this is just the “tip of the iceberg”, he said....

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