Celcom – optimizing campaign marketing investments



Celcom, part of the AXIATA group, is one of Malaysia’s established mobile telecommunications entities with a staggering 13 million customer base, and occupies the top position in the mobile/wireless broadband space.


Celcom had invested in IBM’s Unica Campaign module, but were unable to optimally leverage the power of the tool or effectively scale up their campaigns. Celcom was seeking a partner who could help extract maximum value from their existing marketing management infrastructure and influence a spike in campaign velocity and customer communications.


Xerago was brought on board to spearhead Celcom’s marketing infrastructure overhaul based on its expertise in transforming campaign operations and deep understanding of the IBM Unica suite’s capabilities and nuances.

Xerago’s consultants worked with Celcom’s Customer Lifecycle and Marketing Operations teams with an aim to gain a thorough understanding of Celcom’s Campaign Operations and Marketing Goals. Xerago was then able to identify gaps in Celcom’s Marketing and Campaign operations which needed attention.

  • Xerago found that Celcom’s customer outreach attempts focused on determining the Next Best Activity during the customer lifecycle
  • Xerago also realized that “value per campaign” was a significant indicator of the transformation success

Xerago crafted a tight and well-measured campaign strategy using the Unica Campaign’s logic and cross channel campaign mapping capabilities. The comprehensive campaign management solution solution was able to ensure multi-channel customer communication and business continuity at Celcom. The Unica Campaign logic offered transparency into customers’ actions and needs and enabled greater precision when choosing Celcom’s “Next Best Action”-driven marketing actions. Xerago also used the Unica eMessage module as an effective outbound communication tool, to address the revised campaign volumes.

Xerago’s recommendations significantly reduced campaign turnaround times and increased campaign velocity. This had a direct knock on positive effect on Celcom’s campaign effectiveness and Marketing ROI.


  • Unica Campaign
  • Unica eMessage


The revamped campaign architecture caused a significant increase in campaign velocity – campaign volumes went up by 40% within 6 months. Celcom’s Customer Lifecycle Team was able to strategize, design and execute over 300 different types of campaigns. The success of the turnaround led to a burgeoning partnership between Xerago and Celcom with several other innovative endeavors marking the route to success.

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