The upgrade database was split into various segments, each targeting with a custom message and price plan, best suited to their current contract price plans and add-ons.
The add-on database was also split into various segments, each targeted at specific behaviours matching their potential device deals.
Customised messaging was used to ensure customers are served a relevant message and deals to encourage conversion.
The database was also used to create lookalike audiences to find users similar to existing customers.