IT - enabled Marketing Target Customers Innovation：A CHT Case Study

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After the government has allowed privatized telecom companies to operate in Taiwan, Telecom industry has gradually become a red ocean battleground. Due to the fact that the customer base is limited (the max number of customers is basically the whole human population of Taiwan), it’s a huge troublesome for the marketing department to find the target customers for the appropriate campaigns/promotions, within the allowed time frame and budget. This research paper is based on how information technology (IT) can help to increase the efficiency of marketing people targeting the right customers within a given time frame and promotion goals, with the aid of a case study showing how the marketing department of a fix line broadband company greatly decrease the time of finding the precise customers after IT steps in. This paper will explain how IT, by first reviewing marketing people’s requirements, then using a systematic method, build-up a data model to fulfill these requirements and also build-up a best practice for data gathering and data cleansing, help to solve the issues of disperse Data Mart within the company. Then, using the commonly used pivot table interface, the marketing people will then be able to pick out the targeting customers within the shortest amount of time. The practice that is demonstrated within this paper should not only apply to this selective company, it should also be applicable to all industries &; corporations with large customer base. I believe the methodology that is mentioned in this paper.