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Revenue Generator: Harnessing digital twin-enabled marketing intelligence

URN C25.0.823

Topics AI (Artificial Intelligence), Digital twin, Revenue assurance

Empower CSPs to revolutionize intelligent marketing with decision intelligence and automation!

Project companies

For CSPs, personalized marketing is no longer optional—it is essential for customer retention and growth. This Catalyst introduces an AI-powered solution that combines a large user model (LUM), real-time analytics, and multi-domain data fusion to enable intelligent, closed-loop marketing. The solution integrates operations and business domain data, along with third-party sources, to build a comprehensive customer profile. It applies advanced AI models—including graph analytics, machine learning, and real-time event detection—to automate decision-making and personalize outreach at scale. For instance, by analysing behavioral data and usage patterns, the system can identify a segment of 4G courier users and successfully increase 5G migration through targeted voice package offers. It can also boost conversion rates through automated, graph-based revenue analysis. The LUM uses a graph neural network (GNN) and transformer-based AI architectures to model long-cycle, high-dimensional behavioural patterns. This enables precise churn prediction, dynamic segmentation, and high-impact marketing—without the need for manual feature engineering or model tuning. The system executes campaigns in real time, triggering them based on user activity to maximize relevance and ROI. Aligned with TM Forum’s DT4DI standards, the solution is scalable, secure, and interoperable across digital ecosystems. Its business impact is measurable. By streamlining workflows and enabling hyper-personalization, CSPs can improve marketing efficiency, increase customer lifetime value, and reduce churn. The project team tracks performance using key KPIs, including conversion rate, ROI, churn reduction, customer satisfaction, and active subscriber ratio. Organizations with large customer bases need a way to understand and engage users in ways that reflect individual behavior. This Catalyst provides this, demonstrating how CSPs can move from static business intelligence to adaptive decision intelligence. The result: empowered teams, better outcomes, and sustainable growth in a fast-moving digital market.