Challenge
A top three U.S. telecommunications provider faced significant challenges in driving fiber penetration across their national footprint. The provider observed "checkerboard" penetration patterns with high and low penetration areas side by side, creating significant variance in performance. As markets matured, traditional mass marketing approaches became increasingly inefficient and expensive, highlighting the need for a more targeted, data-driven approach.
Key challenges included:
- Significant variance in penetration performance between similar geographic areas.
- Need for a sophisticated approach to identify specific opportunity clusters across their national footprint.
Solution
Altman Solon conducted hyperlocal analyses nationally and developed detailed go-to-market strategies to drive fiber penetration. Our approach began with a data-driven analysis using a boosters/inhibitors random forest model to identify key drivers of penetration at a granular geographic level, resulting in the identification of nine distinct prospect clusters across the U.S.
Through collaborative strategy development, we conducted working sessions with the marketing organization to gather qualitative input and ensure alignment on the approach. This collaborative process informed our comprehensive playbook creation, where we developed detailed GTM playbooks for the top 3 clusters and "menus" for the top 5 clusters.
Key solution components:
- Development of a boosters/inhibitors random forest model to identify key drivers of penetration.
- Creation of cluster-specific playbooks with messaging, offers, and execution cadence recommendations.
Results
Measurable business impact: The implementation of our hyperlocal marketing strategy delivered significant results that validated the effectiveness of the targeted approach compared to traditional mass marketing methods.
Strategic advantages: Beyond the immediate financial results, the client benefited from more efficient allocation of marketing resources across the nine prospect clusters we identified. The project enhanced coordination between marketing and sales teams by establishing a sustainable, data-driven approach to marketing planning.
Key results:
