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Communications, Technology & Media

Communications, Technology & Media Clients:

Wireless Highlight: Improve Sales Conversion 420%

Rosetta helped a leading operator identify its online shoppers’ core needs and preferences by launching a Personality®-driven product recommender, profiling consumers in real time, and developing, testing, and optimizing Personality-driven decision rules. The solution – presenting individually personalized sales copy and bundled phone/plan/accessory offers – increased purchase conversions more than 4 times. As a result, this client expanded the Rosetta product recommender online and deployed it to 7,000 in-store kiosks. download pdf here >>

Telecom Highlight: Increase ARPU 50%

In order to improve up/cross-sell efforts, Rosetta identified two Personality®-based segments within the client’s existing customer base and executed a comprehensive e-mail campaign. By tailoring new service features to prime segments, the carrier realized a fivefold improvement in offer take rates and a 150% lift in leads converted. As a result, average revenue per targeted user increased over 50%. download pdf here >>

ISP Highlight: Reduce Churn by 4x

Rosetta provided a premier Internet access provider with a deeper understanding of loyalty and churn drivers by identifying three discrete Personality®-based segments. We identified a highly profitable group of customers that was 4 times less likely to churn and a segment with 5 times more interest in provider-specific content. The client targets marketing resources and tailors messages toward these Personalities, improving the efficiency of its marketing spend. download pdf here >>

e-Content Highlight: Rebalance Ad & Subscription Revenues

Rosetta guided a leading online content provider from a flagging business model to category leadership, by changing from an advertiser-dependent business to a new subscription-driven model. We optimized the division of free and paid content and subscription pricing, conducted trial offers, and developed revenue and profit forecasts by Personality® segment. The client achieved actual results within ±15% of Rosetta forecasts and has a consistently growing subscriber base, revenues, and profits. download pdf here >>

Media Highlight: Reverse Declining Subscriptions

Rosetta implemented a Personality® targeted and tailored internet and direct mail program to increase subscriptions to The Dallas Morning News. We segmented the news and information category using our proprietary Personality approach and revealed the three targets who are most aligned with the client's value proposition. We then developed prototype executions against each target and used test results to refine and roll out a champion set of effective, personalized creative. As a result, response rate increased by more than 95% within the target segment. download pdf here >>

Consumer Tech Highlight: Target Innovation

Rosetta helps technology providers surge ahead of their competitors by leveraging Personality segmentation to better focus market research, product innovation, and marketing. It also enables business to evolve from a productized-approach to a service-centric model, creating sustainable customer value. As a result, clients find it easier to prioritize and refine investments and to align marketing with the rational and emotional needs of their core targets.

Our Communications, Technology & Media Perspective:

The proliferation of multiple interactive platforms – video, online, mobile and voice – and new patterns of distribution and consumption are forcing the reinvention of the current telecommunications, technology and media industry. This change threatens existing revenue models and also invites a diverse array of new market entrants to the scene. The increasingly complex and competitive environment puts added pressure on producers and service providers to anticipate and quickly respond to consumers that are looking for the most convenient and effective means to connect and access content whenever, wherever, and however they choose.

Leveraging our Personality®-based insights and campaigns to direct marketing, Rosetta can help you predict consumers’ brand preferences and purchases, connect and communicate across multiple interactive channels, position the right offer best matched to the segment, resulting in measurable marketing and maximized revenue.