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
Want to read more? It's easy.
Choose your best value subscription option
Student
Exclusive offer for uni students studying at a New Zealand university (valued at $499).
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.