April 16 9:00
The operator has created its own real-time decision-making platform for CVM (Customer Value Management) – MegaRITM, which helps to select a product or service for the client taking into account his habits, needs and interests.
Every month the service generates about 500 million personal marketing offers.
The platform processes arrays of customer data in real time to form his digital profile: what services and subscriptions he connects to, whether he uses a mobile application, how he tops up his account balance, and others. Based on this information, the service helps to select the most suitable unique offers for the client, including partner services.
The platform can direct communications to communication channels convenient for the client – SMS, voice robot call, chat bot or mobile personal account.
The integrated generative neural network GenAI radically distinguishes the service from foreign solutions that the operator previously used. AI acts as an assistant-consultant for platform users, allowing you to reduce the period for launching marketing campaigns.
The tool processes up to 1,500 requests per second and generates more than 500 million personalized offers per month. For example, if a person is at the airport, the system will send him an offer for a profitable international roaming package, and if the package of minutes is exhausted, it will select a new package with a personally calculated volume. In total, more than 100 such trigger scripts are used.
At the same time, marketers can instantly see and analyze the effect of the changes made and, if necessary, immediately modify the settings.
“The telecom market has been moving towards personal interaction with each client over the past few years. It was important for us not just to replace foreign solutions, but to create a platform for our own needs. We have developed and launched an infrastructure from scratch, which we continue to develop, including through the integration of neural networks. We see the potential of the solution not only within the company, and after completing registration in the Russian software register, we plan to offer it to the external market,” said Sergei Fedorchenko, director of corporate data management at MegaFon.
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