Cable

The cable industry has multiple lines of business, all vying for a piece of the same household budget.  And, it is widely known that as share of wallet increases so does customer loyalty.  In order to compete, you need to more rapidly understand what makes your subscriber tick and execute better marketing strategy against that knowledge. 

The Value of Cohorts
With Cohort segment codes on your homes passed database, you can:

• Identify distinctions among subscribers in order to determine offers for discount and/or multi-pay packages to reduce churn and maximize retention and revenue.
• Craft messages that resonate with your target non-subscriber segments because you have a greater understanding of them based on the demographic and lifestyle characteristics of your current subscriber segments.
• Prioritize your marketing dollars on the segments that matter most to your business by recognizing the differences in market potential and how each segment interacts with you.
• Determine and manage subscriber worth through an understanding of the impact of promotional rates on lifetime value.
• Understand each Cohort’s attitudes and behaviors about the industry from syndicated research like:
• Early adopter vs. tech shy
• Programming networks watched
• Internet usage
• Long distance and cell phone usage

Cohorts will allow you to make smarter and more efficient decisions in managing
and marketing to your homes passed, sending the right message to the right household.