Fonecta - Making your Mobile Channel Attractive to Third Party Advertisers
Fonecta is the leading telephone directory company in Finland, offering high quality directory services to its customers.
The company offers a mobile service called Fonecta Finder. All public Finnish mobile and fixed numbers can be found quickly and conveniently by sending the contact information, name, commune or unknown telephone number to Fonecta Finder’s SMS number 16400.
Other, Fonecta Finder services are betting results from sports such as football, ice hockey and Formula 1, weather forecasts, automobile data based on register plate, lotto results and even income data based on taxable revenues. All the information is delivered via SMS service into your mobile.
In addition to receiving a text message containing the contact information, the users receive an additional message containing a mobile coupon from a third party advertiser. The coupon may, for example, entitle the mobile customer to a discount at a hamburger restaurant or a movie theatre, or to a free gift at a sports’ event. The media space to these coupons is sold by Fonecta.
Challenge
Operating this new media space Fonecta needs to deeply understand its customers, their behaviour patterns and their profiles for two reasons:
- To bring value to the advertising brands by offering high response rates towards the advertising campaigns
- To protect customers from spam by offering them relevant and personalised advertisement.
Automated Solution
Based on behaviour patterns and demographics of Fonecta’s customers, Xtract completed thorough customer segmentation. The Consumer Lifecycle Classification, CLC, creates service profiles of typical customer groups. CLC is based on the statistics of a 250×250 meters grid map. Every map square is located into a residential neighbourhood segment with the most homogenous statistics.
The major added value of Xtract’s solution stands in its full automation. All Fonecta’s customers are tagged with relevant profiles that are automatically updated on ongoing bases.
Fonecta Finder Segmentation is used for:
- Targeting SMS marketing, including Fonecta’s own and external campaigns
- Measuring the effectiveness of SMS marketing in different segments
- On-line personalization of SMS messages
- Understanding and developing the customer behaviour.
As a next step, a third dimension will be added to this segmentation, based on customer communities and influencers with Xtract Social Advertising Intelligence, SAI.
Results
Over a period of three months, Fonecta run over 10 advertiser campaigns using Xtract’s solution for targeting. These campaigns received in average 30% better response than previous similar campaigns. This clearly means better monetisation of the mobile advertising campaigns for the advertisers. At the same time, it proves that mobile advertising can become more personalised and relevant. Fonecta believes that deep knowledge of their customers, their behaviour and interactions is of outmost importance in mobile advertising. As their business grows, Fonecta, in partnership with Xtract is looking at ways to further optimise their third party advertising campaigns.
Samples of SMS coupons
