Case Study: Popular Mobile Service Provider achieves rapid audience measurement and 90% data-transport reduction with Guavus Service-IQ Marketing Analytics

MNO Offers Audience Measurement Service to Advertisers using Guavus-IQ Analytics

Popular Mobile Service Provider, a nationwide mobile network operator with millions of subscribers, faced a hard deadline to launch an audience measurement product for advertising agencies but could not meet marketing’s requirements because of the complexity and cost of analyzing massive subscriber data. The operator engaged Guavus to provide Service-IQ (Service-IQ Marketing Analytics) to produce anonymized demographic, geographic and behavioral analytics at scale.

Guavus implemented real-time edge analytics across regional sites to aggregate and correlate traffic, strip redundant data, and send enriched records hourly to the central data lake, enabling the marketing offer to roll out on time and under budget. The deployment processed data from millions of subscribers, delivered a 90% reduction in data transport and storage, reduced malware detection from days to hours, and created new monetization through targeted audience segments for advertisers, while surfacing additional cross-department insights.