Wireless Telecommunications Provider – Building a Customer Intelligence Platform for Targeted Marketing

Introduction

A major wireless carrier wanted to modernize how it engaged with its customers across email, direct mail, SMS, and outbound calling. With millions of subscribers generating vast amounts of usage data, the company recognized the need for a centralized platform that could power precise segmentation, comply with regulations, and support large-scale marketing operations.

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The Problem (Gut-Based Decisions)

Before the engagement, the marketing and customer analytics teams relied on a fragile environment built around:

• Complex stored procedures
• Disconnected data sources
• A poorly architected internal system that struggled under scale
• Manual processes with little testing or documentation

This led to several issues:

• Marketing campaigns couldn’t be executed reliably or on time.
• Customer segmentation was basic, limiting campaign effectiveness.
• Outbound calling workflows lacked consistent Do Not Call (DNC) compliance checks, exposing the company to operational and regulatory risk.
• Teams had no formal release processes, making changes brittle and error-prone.

The organization had the data — but not the infrastructure — to run the sophisticated marketing programs they envisioned.

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The Solution (How Data Changes the Game)

We built an enterprise-grade customer intelligence platform that transformed the company’s marketing capabilities:

• Oracle Data Warehouse

Unified customer, usage, billing, and preference data into a single, trusted source of truth.

• Informatica ETL

Standardized and automated ingestion pipelines, ensuring high-quality data across all campaigns.

• SAP BusinessObjects Reporting

Enabled cross-channel analytics, segmentation, and campaign tracking with powerful, secure dashboards.

• Robust DNC Compliance Integration

Embedded automated Do Not Call registry checks into outbound call workflows to ensure regulatory compliance.

• Enterprise Engineering Discipline Introduced
  
  • Formal build processes
  • Test plans and regression cycles
  • Release management practices
  • Comprehensive system and data documentation

This shifted the marketing organization from an ad-hoc, break-fix environment to a controlled, scalable, and predictable operation.

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Real-World Example (Specific Client Outcomes)

With the new data warehouse and analytics platform in place, the company could:

• Build targeted customer segments based on real usage patterns
• Run coordinated multi-channel campaigns (email, SMS, direct mail, outbound calls) with confidence
• Ensure every outbound call passed through an automated DNC compliance check
• Reduce campaign execution time from days to hours
• Improve marketing ROI by ensuring offers reached the right customers
• Scale campaigns to millions of subscribers without performance issues

The result was a dramatic improvement in campaign accuracy, compliance, and operational reliability — enabling marketing teams to run the sophisticated programs they had long envisioned but could never execute.

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Conclusion

By replacing a fragile set of stored procedures with an enterprise Oracle data warehouse, Informatica ETL pipelines, and SAP BusinessObjects reporting, the organization transformed the way it engaged with customers. Marketing shifted from guesswork-driven outreach to precise, data-driven segmentation. Regulatory compliance became automatic. And with proper engineering processes and documentation finally in place, the system was ready to scale with the company’s growth.