A new cloud-based offering from Calix aims to bring sophisticated marketing capabilities to broadband providers by leveraging customer network usage data from Calix equipment, as well as equipment from other manufacturers. Broadband providers will pay for the offering, dubbed Calix Marketing Cloud, through a subscription fee based on the provider’s total number of subscribers, said a Calix spokesperson in an email to Telecompetitor.
Calix Marketing Cloud
Marketing capabilities of Calix Marketing Cloud (CMC) include subscriber insights delivered to a dashboard via a nightly data refresh, customer segmentation into categories such as gamers and social media enthusiasts, and targeted campaigns. According to Calix, CMC can easily export data about target customers into marketing vehicles such as Salesforce Pardot or Marketo, bill inserts, customer relationship management systems or social media. CMC also can recommend the best social media channel for specific targets, Calix said in a press release.
Calix said CMC can improve marketing return on investment (ROI). Asked about that statement, the Calix spokesperson said “[w]e have worked with many customers who have used the network data obtained from these services to very successfully execute upsell campaigns that have provided very high conversion rates.” She noted, for example, that Nemont Telephone Cooperative saw a 60% upgrade rate through a targeted marketing campaign and that NCTC generated a 47% increase in average revenue per targeted subscriber per month through data driven marketing.
A Calix press release also quotes an executive at Triangle Communications, who praised CMC’s ability to provide “subscriber insights at our fingertips in one centralized dashboard, giving us a more precise understanding of how and when our subscribers are using the network.”
CMC is the latest example of Calix’s work over the last five years to develop cloud-based solutions for broadband providers. Previously launched offerings include Compass Cloud, which like CMC, leveraged data drawn from the network to enhance business operations.
Cloud offerings to support business operations may be well suited to meeting the needs of smaller service providers, as they minimize the investment and in-house IT expertise required to support marketing and other capabilities.