The marketing and business management function covers the decisions around the service packages offered, content value, interactive application value, advertisement placement, promotion and up-selling to maximise both consumer value and service provider revenue.
This requires accurate information on the preferences and behaviors of the customer base.
- Accurate information on channel, VOD asset and advertisement viewing and on usage of interactive applications.
- Accurate information on consumer interaction with the service
- Accurate information on QoE, and its impact on the service usage and complaints
Problems MiriMON® addresses:
- The high OPEX (operating expenditure) of gathering market intelligence through user panels and surveys.
- MiriMON can provide valuable marketing intelligence at a reduced cost.
- The limited accuracy of panels due to their small size and of surveys due to their small size, intrusive nature, reliance on recollections and anecdotal evidence.
- MiriMON Data is provided in real-time, and the both the reporting and the underlying data gathered can be rapidly modified and customised
- MiriMON data is granular to individual customers (data is natively associated with an anonymous device identifier, but can be associated with individual customers where appropriate)
- MiriMON data is accurate and objective, as it is not collected by an intrusive method or based on the subsequent recollections of a consumer
- The lack of real-time individual subscriber data that can drive customised promotion and targeted advertising systems (which operate within the bounds of privacy legislation and with customer permission)
MiriMON provides:
- Real-time, accurate, objective information which is granular to individual customers
- Accurate viewing figures for linear channels, VoD and for advertisements
- Service responsiveness: Channel Change Times, VOD purchase times and EPG/UI responsiveness.
- Subscriber behaviour: when they are watching, average time to spent watching a particular channel, tendency to channel-hop etc
- Flexible and customisable marketing reports that provide business value from new, accurate data.