What’s at stake: Spark is talking about its AI-powered marketing programme for the first time. It uses the telco’s internal data sources, as well as external ones, to better predict and target customers’ needs and wants.
Background: Spark has referenced a ‘data-driven capability’ as being behind recent revenue uplift in the mobile market.
Main players: Spark, Matt Bain.
Successive Spark annual reports since 2020 have made mention of a certain “data-driven capability” that has helped to increase marketing efficiency and boost service revenues at the country’s largest telecommunications company.
The NZX-listed telco’s FY23 accounts show its mobile service
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Key points
What’s at stake: Spark is talking about its AI-powered marketing programme for the first time. It uses the telco’s internal data sources, as well as external ones, to better predict and target customers’ needs and wants.
Background: Spark has referenced a ‘data-driven capability’ as being behind recent revenue uplift in the mobile market.
