In the swiftly changing telecommunications industry, the thin line between success and failure is increasingly defined by the efficiency of marketing investments. The common challenges facing marketers, such as:

• overspending in auctions, 
• launching ineffective campaigns, 
• misaligned targeting efforts, 

often dilute the potential returns from their digital media investments. These issues highlight a crucial need for a more refined and strategic approach to marketing.

The introduction of Customer Data Platforms (CDPs) has been a game-changer in this landscape, offering a new level of precision in marketing strategies. CDPs provide a centralised repository of customer data, integrating information from multiple sources to create a comprehensive, single view of each customer. This integration allows for more accurate segmentation, predictive analytics, and personalised marketing, transforming how telecommunications companies approach their audience engagement.


Suppression strategies, which are critical components of this new marketing paradigm, involve selectively excluding certain customer segments from specific campaigns. Rather than blanket marketing to all potential customers, CDPs enable marketers to identify and withhold communication from those less likely to respond positively. This targeted approach not only prevents wasting resources on uninterested parties but also enhances the overall customer experience by reducing unwanted communications.