.webp)
More Telecom has entered into a strategic partnership with SourseAI, a specialist firm in telco AI decision intelligence. The collaboration aims to introduce advanced marketing mix modelling techniques in the telecom sector, leveraging AI and machine learning to enhance marketing strategies and customer experiences.
By employing SourseAI's platform, 'Atlas,' More Telecom intends to bring a data-driven approach to its marketing efforts. This marks a significant step in More’s ongoing commitment to improving customer engagement and satisfaction through innovative technological solutions. More’s partnership with SourseAI will focus on refining marketing channels and activities, helping the telco allocate its marketing budget more effectively and optimise overall costs.
Andrew Branson, CEO of More Telecom, highlighted the importance of such technological investments in today’s turbulent economic environment. "In today's challenging economic landscape, overcoming customer-facing hurdles requires investing in technology that guides our commercial decisions, ensuring we connect with consumers at the right time. Gone are the days of relying solely on gut instinct; as a company, we're dedicated to delivering campaigns and offers informed by consumer data," he said. Branson underscored that the collaboration with SourseAI would enable More to enhance their commercial strategies while maintaining a strong customer-centric focus.
Tanya Hyams-Young, CEO of SourseAI, supported Branson’s views on the necessity of data-driven decision making. "In a challenging economic climate, marketers' attempts to allocate a finite budget across a range of tactics to get the best ROI is even harder," she said. Hyams-Young advocated for the use of machine learning and AI to decipher the complex interplay of various marketing channels. "Machine learning and AI is the only way to connect all the dots and data sources to deliver impactful insights and deliver better performance," she added.
The partnership comes as More Telecom seeks to bolster its reputation for providing quality NBN, phone, and mobile services, with a strong focus on customer satisfaction. The company’s strategic relationship with Commonwealth Bank (CBA) already provides bundled telco and banking services, bringing additional benefits and offers to customers through CommBank Yello. The introduction of SourseAI’s Atlas platform is expected to further enhance the value proposition for More’s customers.
SourseAI's Atlas platform is designed to help businesses like More Telecom evaluate the effectiveness of various marketing activities with precision. By analysing data from traditional advertising channels, sponsorships, affiliates, and more, the platform delivers actionable recommendations to optimise marketing efforts. This enables companies to understand the impact of different strategies and to allocate their marketing budgets in ways that maximise ROI and customer reach.
Through this partnership, More Telecom not only aims to improve its marketing efficacy but also to establish a deeper connection with its customers. By utilising SourseAI's expertise in telco dynamics and decision intelligence, the company is set to redefine its outreach and engagement strategies, fostering more meaningful interactions and delivering better services to its clientele.
