Telecom
Case Study
Objective
The client, one of Singapore’s largest telecommunications providers, sought to enhance its audience understanding and improve campaign precision. The goal was to identify and engage two critical customer segments:
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New homeowners likely in the process of setting up broadband or fiber connections.
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Active gamers with high data usage and interest in performance-driven connectivity solutions.
Data Strategy
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Location Intelligence for New Homeowners
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We used mobility data to identify devices detected at specific government buildings where property transactions and paperwork are processed.
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To ensure accuracy, we blacklisted devices with repeated appearances at those locations—filtering out staff and employees to isolate genuine homebuyers.
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This allowed the telco to target newly minted homeowners likely in the market for internet, mobile, or bundled home services.
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Behavioral & Intent Signals for Gamers
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We analyzed digital behavior tied to gaming content, devices, and platforms, including searches and app activity related to gaming consoles, events, and peripherals.
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Intent-based signals were enriched with contextual data to differentiate casual gamers from heavy users and e-sports enthusiasts.
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App-Level Data & Device Integration
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High-engagement gaming apps were mapped and layered with device-level identifiers to isolate mobile gamers with high data consumption patterns.
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These insights enabled the telco to create custom audience clusters and deliver targeted campaigns promoting gaming-optimized data plans and 5G offerings.
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Results
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Segment Identification: Two distinct, high-value audience clusters—new homeowners and active gamers—defined with precision.
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Data Accuracy: False positives eliminated via location-based blacklisting logic.
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Actionable Insights: Behavioral and intent data enriched with device-level identifiers for activation across digital channels.
Impact
By combining geospatial intelligence with behavioral and intent signals, the telco gained a deeper understanding of emerging customer groups. The resulting data framework improved targeting accuracy, reduced waste, and enabled more personalized marketing—allowing the brand to position its connectivity solutions directly to the audiences most likely to convert.