Redefining Acquisition in Prepaid Wireless

The Challenge: Navigating a Competitive, Prepaid Wireless Landscape

The prepaid wireless market is fiercely competitive. For brands, staying ahead requires more than just competitive pricing, it demands smarter, more precise audience engagement.

Allant’s prepaid wireless provider client faced several key challenges:

• Rising Competition: Prepaid wireless service provider competitors were increasing market pressure with aggressive promotions.
• Siloed Data and Targeting Approaches: Historically, this pre-paid wireless provider used broad audience segments and conventional store-level metrics that missed high-intent, ready-to-convert customers.
• Seasonal Conversion Slumps: Campaigns often experienced steep performance declines in Q3, a pattern that had become a persistent issue year over year.
• Fragmented Marketing Operations: Like many large organizations, this prepaid wireless service provider’s media and brand teams operated in silos, making omnichannel activation and attribution difficult.

This prepaid wireless service provider needed a new approach that could uncover high-value conversion opportunities while reducing wasted spend.

The Solution: Multi-Source Data, Predictive Analytics, and Custom Audience Modeling

Allant Group deployed its Audience Management Platform, AMP+, to fundamentally reshape the prepaid wireless service provider’s acquisition strategy.

Key components of the solution included:

Custom Predictive Model Development

• Allant introduced a predictive conversion model tailored to the prepaid wireless service provider’s goals, replacing off-the-shelf segmentation with precision modeling.
• The model used both historical conversion data and prospect digital behavior signals to prioritize the prospects most likely to activate service.

Multi-Source Audience Expansion

• Using AMP+, Allant combined first-party data with digital intent signals and competitor brand affinity data, expanding the prepaid wireless service provider’s addressable audience from 21.1 million to 44.2 million – a 209% increase.
• Digital signals from sources like Eyeota were layered into the model to identify prospects showing interest in prepaid wireless service provider competitors.

Competitor-Specific Targeting

• The prepaid wireless service provider used Allant’s data strategy to specifically address competitive threats. For example, when competitor 1 launched a new pricing strategy, the prepaid wireless service provider was able to identify and target specific competitor-intender segments directly.
• Insights revealed that different competitors’ customer bases were less loyal and more receptive to switching, allowing the prepaid wireless service provider to prioritize conversion efforts accordingly.

Continuous Model Evolution

• As this prepaid wireless service provider parent transitioned from one external data provider to another, Allant rebuilt the predictive model to accommodate new data inputs and preserve performance continuity.
• Additional data from the AMP+ data hub is now being integrated to further enhance the model’s accuracy and reach.

The Results: Transformational Gains in Acquisition Efficiency

This partnership with Allant produced measurable business impact:

These outcomes prompted this prepaid wireless service provider to:

• Increase their acquisition marketing budget by 18%.
• Sign a 2-year renewal with Allant – at increased value – based on the model’s performance.

What’s Next: Scaling Precision Across Channels

Looking ahead, the partnership between Allant and the prepaid wireless service provider is focused on:

• Omnichannel Expansion: Moving beyond email to integrate predictive audience models into direct mail, digital, and social campaigns for even greater reach and impact.
• Data Enrichment: Incorporating additional data sources into AMP+ to further enhance targeting precision.
• Enterprise-Wide Collaboration: Working across organizational silos to align media and brand teams around unified, data-driven strategies.

Why This Matters: A Model for Modern Marketers

This prepaid wireless service provider’s evolution from static segmentation to dynamic, predictive audience management represents a broader shift in marketing strategy:

• From broad-based media buying to precision-first targeting.
• From siloed data use to composable, multi-source audience intelligence.
• From vanity metrics to real business outcomes: conversions, incremental revenue, and lifetime value.

Conclusion: The Allant Advantage

By combining composable data intelligence with advanced analytics and client-first thinking, Allant helps organizations like this prepaid wireless service provider break free from the traditional false choice between precision and scale.

This case study is a clear example of how leading brands can drive growth by adopting a smarter, outcome-driven approach to audience activation.

If you’re ready for a new approach to your acquisition strategy, Let’s talk.