The Telecom Asia Awards is Asia’s longest-running and most prestigious industry award specifically set up for the telecom industry. The theme for 2019 was “Redefining the connectivity standards of the digital economy".
Axiata is one of the leading telecommunications and digital groups in Asia with approximately 350 million customers, present mainly in 8 countries of ASEAN (Malaysia, Indonesia, Cambodia and Myanmar) and South Asia (Sri Lanka, Bangladesh, Nepal and Pakistan).
Axiata’s award winning project run in Indonesia bagged the title of ‘Most Innovative Customer Service Technology’.
The challenge was measuring return on investment (ROI) or attribution for offline media spends, including TV, Out-of-home (OOH), radio, Point of Sale Material (POSM) and print media. Attribution model measures the return for each dollar spent on marketing. While digital marketing provides detailed attribution models (e.g., Google Analytics), attribution models are not straightforward in offline media due to lack of granular ad exposure data.
Zapr technology provided data for a breakthrough solution on attribution of TV campaign by tracking TV Commercial (TVC) exposure of users at granular regional level, accomplished for the first time in the Indonesian market. Zapr analyzed XL Axiata’s TVC reach for all states, and also did a competition analysis by comparing XL Axiata’s TVC reach among their users vs other telco service users. Using Zapr’s comprehensive data, XL Axiata prepared a media plan for 2019.
Congratulations Axiata! We look forward to continued partnership for more data-driven projects.