Flying Blind on Campaigns Leads to High Ineffective Marketing Spend

At the start, Digicel’s local teams across 25 Caribbean markets were running SMS campaigns using a shared tool—but flying blind. They could send free minutes, data, and promotions at scale, but had no consistent way to measure what was working. Some teams experimented with control groups, yet lacked the analytical power to calculate true impact. The result: a high risk of over-generous “free lunch” campaigns that looked active, but added little value—and in many cases, these free promotions without measurable impact significantly eroded customer profitability.

Building a Data-Driven Measurement Engine

Recognizing the need to shift from volume to value, we helped Digicel build a group-wide campaign measurement engine. Every night, campaign and customer data is sent to a central Oracle data lake. A SQL Server process calculates incremental KPIs, while a fully automated Tableau dashboard brings insights to life—highlighting A/B test results, control group performance, and statistical significance.

Delivering Measurable Revenue Growth

By consistently measuring campaigns objectively, Digicel has seen a significant increase in incremental revenues generated through 1-to-1 marketing. After 18 months of continuous small improvements every week, current operations are driving between USD 2-3 million in incremental monthly revenue.

The Outcome: From Uncertainty to Fivefold ROI Growth

Today, Digicel’s marketing teams operate with confidence and clarity. By shifting from guesswork to data-driven decision-making, they now run bold, targeted experiments that deliver real business impact. This transformation has led to a dramatic fivefold increase in campaign ROI, turning costly promotions into powerful growth drivers. With stronger customer engagement and smarter budget allocation, Digicel is not just competing—it’s leading the market with precision marketing that truly pays off.