Efficient data management may help marketers do their job

Marketing management software could become central to telecom organizations' budgets next year, after a new report reveals expenditure on data management strategies is expected to rise.

This increase in data management is expected to rise over the next four years for telecoms firms, according to Infonetics Research.

Subscriber data management solutions are being increasingly viewed as strategic tools to allow telecoms operators to extract, analyze and pass on valuable customer data to the marketing department.

Once this information is in the hands of marketers, they may want to deploy marketing management software to make the most of this customer data.

Portrait Software has worked with a number of telecoms companies including T-Mobile, 3G and Chess.

In the case of T-Mobile, Portrait's Customer Analytics was used to make software and consultancy cost savings and to reduce customer churn.

Deploying the software reduced customer churn by 20 percent and several hundred thousand euros was saved, Portrait Software stated.

"At this point, the primary challenge for operators in implementing subscriber data management strategies isn't the available technology, but overcoming legacy mindset and opening up the data silos that exist within the organization, which requires a C-level mandate," explained Shira Levine, directing analyst for next-gen open source software and policy at Infonetics Research.

In order to maximize the potential of efficient data management, telecom firms may want to combine this with marketing management software so the collected data can be put to appropriate use by marketers.