Use case

Reduction of Marketing Campaign Costs by using an Optimized Link Analysis Model


A major telecommunications provider in Senegal wanted to improve the efficiency of promotional spend via their loyalty program. As part of their upscaling program, the client was looking for a more precise means of identifying the ideal customer. The question the client asked was whether the return on investment would be maximized on short or long term.


The client and SMART Data Analytics worked together to evaluate the customer data and identify target variables that would give insight to the customer’s spending. SMART Data Analytics developed data variables to analyze the link between strength and number of relationships and customer spending, and also examined the relationship between the neighborhood types and the size of Networks, to identify who the big spenders were.

  • Optimal campaign segmentation
  • Investment maximization
  • Data-informed strategy development
  • Think Big, Think Smart!