Mining the gold in customer data to uncover your competitive advantage

Dr Amy Shi-Nash

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 3, 237-242

Abstract: Faced with competition from over-the-top (OTT) providers, telecommunications operators today are exploring ways to respond by offering disruptive business models. Singtel has found an answer with DataSpark and its offer of location analytics. This paper highlights the market conditions that led to the creation of DataSpark to diversify Singtel’s traditional revenue base, the emergence of location analytics as a game changer, and how data can create a genuine competitive advantage for companies.

Keywords: DataSpark; Singtel; geoanalytics; marketing; data mining; advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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