Brief Explanation

Tata Docomo has over 12 million fans on Facebook with 3 million of them being customers. It had been aggressively using Facebook Ads to drive service revenues, but generic advertising was hardly making an impact in the cluttered medium. The brief for us was to create personalized mobile ads targeted at each user with relevant service offers to drive better ROI and business revenue impact We created Hyper Personalization - the world's first CRM powered, personalized mobile ads that were served to each of our customers on their mobile news feed basis insights from their transactional account details (prepaid balance, consumption pattern etc.) and their social preferences (Facebook interests) Intelligently managing the customer Life Cycle, the mobile ads prompted users to recharge their balance when balance was low, suggested Service Packs when there was sufficient balance; and also suggested relevant Value Added Services basis the users' interests The Hyper-P server was created using Facebook's Custom Audience API linking data from transaction systems and user''s Facebook Interests to be able to create and serve personalized mobile news feed ads in near real time Hyper Personalization has dramatically changed the effectiveness of mobile ads for Tata Docomo and has become a critical component of its Social Monetization efforts Hyper Personalization has helped win back, more than 350,000 lapsed customers. It has increased, Value Added Service usage, per user, by 26% over base and Data Pack subscriptions, per 100 users, to 46% over base. Incremental revenue accrued, over base, stands at over 2 million dollars, per month.