Spreading a common tongue

Date of publication: June 15, 2015

Abstract:

Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. This paper seeks to illustrate how creative- embedding through gamification combined with sophisticated database targeting was effective and catalysed a paradigm shift in a leading telecommunication business in Malaysia.

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