Home / Case Studies / ASEAN Telco NBO/NBA
Real-time NBO/NBA
at telco scale.
The challenge
A major telco operator was relying on static, rules-based campaign management to drive upsell and cross-sell. With subscriber ARPU under pressure and competition intensifying, the business needed a real-time, data-driven recommendation capability that could respond to individual subscriber behaviour at the moment of interaction.
What PGI delivered
PGI-Data designed and deployed a Next Best Action / Next Best Offer recommendation engine on Google Cloud Platform, ingesting real-time subscriber events, scoring propensity models at sub-second latency, and surfacing personalised recommendations across digital touchpoints and contact centre interactions.
- Real-time event streaming pipeline on GCP
- ML propensity models, churn, upsell, cross-sell
- BigQuery ML for model training and serving
- Sub-second scoring via Vertex AI
- API integration with CRM and digital channels
- A/B testing framework for offer optimisation
- Dashboard reporting on ARPU impact
Measurable outcomes
scoring latency
across full subscriber base
targeted personalised offers
Technology used
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