Granular Geomarketing Insights in GSM and Mobile Money

MASAE provided granular geomarketing insights for mobile network operators (MNOs) and mobile money providers in East Africa. The project aimed to help operators better understand where they could acquire customers, optimise staffing, and boost usage, despite often having only regional-level statistics on their users.

Services

Products & Services

Domains

Humanitarian & Development

Technologies

Data Science

GIS & Mapping

Regions

Africa

Why This Matters

For MNOs and mobile money providers, detailed local insights are crucial for effective marketing and operational decisions. Granular data enables more targeted strategies, helping to expand financial inclusion and improve service delivery in rapidly growing markets.

Our Approach

Data Science, GIS & Mapping:
Leveraged advanced analytics and geospatial techniques to deliver high-resolution insights on customer distribution and market potential.
Customised Solutions:
Provided operators with actionable data tailored to their specific needs and operational contexts.
Product & Services:
Delivered both analytical products and ongoing support to ensure sustained impact.

Results and Impact

The project empowered operators to make data-driven decisions, optimise resource allocation, and capture new market opportunities across East Africa.

Previous project

Rural Market Detection Using CDR Data

MASAE, in partnership with the Bill & Melinda Gates Foundation (BMGF), pioneered the use of mobile operator Call Data Record (CDR) data to detect and map rural markets in Uganda, Madagascar, and Tanzania. The objective was to support vaccination and development programmes by providing accurate, up-to-date information on rural population gatherings.

Next project

Detecting Refugee Presence Using Satellite Imagery in Lebanon

MASAE conducted a pioneering study to detect and estimate the presence of Syrian refugees in Lebanon using satellite imagery and artificial intelligence. The project addressed the challenge of monitoring informal settlements in a context where many refugees live outside official camps.

MASAE is a member of