Case Study: Globe boosts data quality and marketing ROI with Qlik

Creating wonderful experiences for mobile subscribers

Globe Telecom, a leading Philippine mobile operator serving over 94 million mobile and 2 million broadband customers, faced a data-quality challenge that limited marketing effectiveness. Postpaid sign-ups were paper-based and manually keyed, customer contact fields (like email) had low completeness and accuracy, and data quality scoring was a slow, spreadsheet-driven monthly process—leaving marketers with outdated, unreliable customer data just as competition intensified.

Globe implemented Talend Big Data and Talend Data Quality across its Cloudera-based data lake to automate daily data quality scoring, store results in a data mart, and expose on-demand dashboards in Tableau. The change enabled source-level cleansing and faster coverage of attributes, delivering a 400% increase in trusted email addresses, daily (not monthly) scores, a 30% reduction in cost per lead, a 13% rise in conversion, an 80% jump in click-through rate, and a roughly 40–60% reduction in effort to investigate and resolve data issues.

Globe

John Bibal II

Director of Data Engineering and Data Quality