At a Glance
GOALS: dtac wanted to understand the role that the Community page plays with regards to users who converts on dtac.
APPROACH: Through a segmentation analysis, dtac was better able to understand the value of their community users in terms of loyalty, engagement and propensity to purchase on site.
RESULTS: dtac placed more emphasis in monitoring & engaging with their community users who were shown to be a high-value segment.
Understanding and utilizing data
In a market where users are more inclined to be involved in the online community than ever, dtac recognised the importance of finding out the role that their Community page has in driving users towards their products and offerings.
Traits of users on the Community Page
- They are very loyal users of dtac. 95% of whom are Returning users.
- They are highly engaged: spending 3X longer on the site (6 mins); looking at 4X more pages per session (10 pages / session); and a lower Bounce Rate of 18%.
- These users also spend more with dtac: up to 70% higher AOV; and their monthly phone bill is 50% higher compared to an average user.
- They are twice twice more likely to purchase a mobile device from established brands (i.e. Apple, Samsung).
With the data and analysis in hand, dtac can now serve personalised ads using Audience segments to increase conversions. Also, they can now target look-alike audiences that are more likely to become high-value.
Total Access Communication Public Company Limited, commonly known as DTAC, is the third-largest GSM mobile phone provider in Thailand after AIS. DTAC is owned by Telenor both directly and indirectly, and both companies share the same logo.
To learn more, visit www.dtac.co.th