Tuesday, October 15, 2013

How AT&T Turned Big Data Theory into Reality

By Don Hodson, AT&T Mobility

Providing wireless service is a complex business.

Most of our 107 million customers interact with the network hundreds of times a day; they use many different makes and models of devices; and they interact via thousands of stores, multiple call centers and online chat. These are just a few of the issues, and they all impact perceptions of the company.

Surveys capture customer attitudes but respondents cannot always recall events accurately. So, what’s a director of consumer insights to do?

Over the last 18 months, AT&T Mobility has captured billions of interactions to turn loyal customers into brand advocates.

How? By bridging the gap between the “what” and the “why”—integrating transactional, demographic and behavioral data with traditional attitudinal surveys—Market Strategies International has helped AT&T move big data from theory into reality. Part of our solution has been to use Market Strategies’ Continuous Improvement Cycle™ (CIC). The CIC is a multi-purpose tool that allows us to identify loyal—but not advocating—customers and change their behaviors to become brand advocates.

Join us at TMRE to learn how this approach can serve as a model for any organization:

Traditional Market Research & Big Data Integration:
A Case Study in What Works and What Doesn’t
1:45 p.m. on Wednesday, October 23
Bayou D Meeting Room

ABOUT THE AUTHOR: Donald Hodson is director of consumer insights for AT&T Mobility. He is responsible for overseeing customer experience research for one of the world's largest mobile telecommunications providers. Prior to working at AT&T, he was a director of market research for Cingular Wireless, Home Depot and Coca-Cola. He will be co-presenting with Greg Mishkin, a vice president in the Communications division at Market Strategies International and one of the company’s subject matter experts for the wireless communications industry.

Donald Hodson

Greg Mishkin

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