Telecom operators run thousands of campaigns every year— top-ups, data bundles, roaming offers, device upgrades, retention journeys.

Yet one question remains surprisingly hard to answer:

Which campaigns actually increase ARPU and reduce churn incrementally?

At B2Metric, we built our Campaign Analysis capability specifically to help telecom teams move beyond engagement metrics and understand true commercial impact.

Why Traditional Telecom Campaign Reporting Falls Short

Most telecom campaign dashboards focus on:

• Open and click rates

• Take-up ratios

• Gross conversions

But these metrics don’t answer the real business questions:

• Would the customer have purchased anyway?

• How much incremental ARPU did this campaign generate?

• Did the campaign reduce churn-driven revenue loss?

• Was the campaign worth the incentive cost?

Without a control group, uplift cannot be proven.

Campaign Analysis Built for Telecom Reality

B2Metric’s Campaign Analysis is built on a Test vs Control Group methodology that telecom operators trust for CVM decisions.

For every campaign, we compare:

• A Test Group exposed to the offer

• A statistically similar Control Group not exposed

This allows operators to measure:

• Incremental ARPU

• Revenue uplift

• Conversion efficiency

• Frequency of re-purchase or top-up

• True ROI of CVM campaigns

  
  

A Real Telecom Campaign Example

Campaign Context

• Segment: Customers with recent purchase activity (Last Purchase 45 Days)

• Channel: Digital outbound (Email / Push / In-App)

• Period: 15–30 December

• Users: 100K Test vs 100K Control

This setup mirrors a typical telecom upsell or retention campaign.

What the Results Reveal

Incremental Revenue per User (ARPU Lift)

• Test Group: $9.95

• Control Group: $6.75

• +47.3% incremental uplift

This is pure incremental ARPU, not gross revenue.

Conversion Rate

• Test Group: 4.68%

• Control Group: 3.82%

• +22.4% uplift

The campaign materially changed customer behavior.

Order / Purchase Frequency

• Test Group: 1.25

• Control Group: 1.176

• +6.2% increase

Customers didn’t just convert—they purchased more often.

Average Order Value (Bundle Size)

• Test Group: $170

• Control Group: $150

• +13.3% uplift

Offer design and timing influenced basket value.

Total Revenue Impact

• Control Group Revenue: $675K

• Test Group Revenue: $994.5K

• +47.3% incremental revenue

This is the number telecom CFOs and CCOs care about.

Continuous Campaign Monitoring—Not Post-Mortems

Telecom campaigns don’t operate in isolation.

With B2Metric’s daily performance tracking, teams can:

• Detect offer fatigue early

• Identify saturation points

• Optimize campaigns while they are live

• Stop underperforming campaigns before the budget is wasted

Campaign analysis becomes operational, not retrospective.

Why This Changes CVM Decision-Making

With B2Metric Campaign Analysis, telecom teams can:

• Prove which CVM campaigns truly increase ARPU

• Separate organic demand from campaign-driven uplift

• Optimize incentive and discount strategies

• Reduce churn-related revenue leakage

• Align Marketing, CVM, Product, and Finance on the same revenue truth

  
  

From Campaign Analysis to AI-Driven Optimization

Campaign Analysis is the foundation of Campaign Revenue Booster.

Once telecom operators know:

• Which segments respond profitably

• Which offers generate real uplift

• Which channels deliver the highest ROI

They can let AI optimize future campaigns automatically—for revenue, not volume.

Our Belief at B2Metric

Telecom growth should be driven by incremental value, not activity.

If a campaign doesn’t increase ARPU or reduce churn incrementally, it’s not growth—it’s noise.

Campaign Analysis helps telecom operators move from:

• CVM execution → CVM impact

• Campaign volume → Revenue accountability

• Assumptions → Evidence

From CVM campaigns to incremental ARPU. Powered by data. Optimized by AI. B2Metric.

From campaigns to revenue. Powered by data. Enabled by AI. B2Metric

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