Telcos possess data assets which could be hugely valuable to those looking to enrich and optimize market research, customer profiling and ad targeting efforts. The challenge lies in defining, mining, analysing and packaging them for maximum value to upstream customers.

The granular targeting potential of telco, and telco-enabled, services brings the real promise of a resolution to the Wanamaker Dilemma ('Half of my advertising spend is wasted, but I don't know which half') which has traditionally afflicted advertisers.

• PDF format for easy on screen reading or printing
• 27 pages
• 12 charts
• License for up to 5 people
• For a Corporate License please email
• Published February 2009