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Tech & Innovation
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Spark unveils AI marketing ‘Brain’ behind revenue boost

Machine learning programme has contributed to double-digit improvement in marketing conversion in successive years.

Spark marketing and data director Matt Bain.

Will Mace Tue, 14 Nov 2023
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.
  • 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.
  • Main players: Spark, Matt Bain.
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Spark unveils AI marketing ‘Brain’ behind revenue boost
Tech & Innovation,
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