Customer Stories / Telecommunications

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Globe Telecom Develops A 360-Degree Customer View Using AWS

Globe Telecom wanted an in-depth understanding of its customers to provide them with a more personalized experience, and built a customer intelligence platform. Using Amazon Kinesis and Amazon SageMaker, Globe can now collect and process real-time customer data at scale, as well as onboard, infer, and compute over 40 user attributes monthly to provide a 360-view of its customers.

40 times

more uploads of user attributes a month


platform availability

Easy integration

with downstream applications


As one of the Philippines’ largest telecommunications providers, Globe Telecom (Globe) is constantly improving its services to remain relevant for its customers.“We want to be more than just a reliable network provider for our customers. Our goal is to enable a Filipino digital lifestyle. For that, we need to constantly keep up and stay ahead of our customers’ wants and needs. We want to be with our customers every step of the way,” says Derick Adil, Director, Asset Delivery and Domain Integration, Globe Telecom.

Woman on smart phone

Opportunity | Adapting to Changes in User Behaviour

Adil believes that a personalized marketing approach will allow Globe to build customer trust, thereby helping the company to acquire, retain, and bring back past customers. To achieve this, Globe required a more detailed understanding of its users, such as their preferred channels, the content that they consume, their interests, amount of time spent on devices, as well as demographic information, among others.

“For example, if a customer is consuming a lot of mobile data to stream sports matches, we want to be able to curate a personalized sports data bundle to better serve that customer,” says Adil.

Globe was very clear on its vision and it needed a reliable infrastructure to deliver on it. It envisioned a customer data platform that will enable its teams to delve into and understand its customers, allowing Globe to create new product offerings, and more importantly, improve its services. Excited by this vision and with support from AWS Consulting Partner, TheDataTeam, Globe set out to build a customer data platform that provides a single, comprehensive view of its customers, known as a Unified User Profile (UUP).


Cadenz Profiles coupled with AWS provides us with a powerhouse customer intelligence platform. Today, we can ingest over 40 times more attributes monthly, and we have the capabilities to infer and compute more complex attributes as well.”

Derick Adil
Director, Asset Delivery and Domain Integration, Globe Telecom

Solution | Building a Robust Subscriber Profile

TheDataTeam’s Cadenz Profiles (Cadenz) solution—which was deployed on AWS—laid the foundation for the development of UUP, which provides Globe with an overview of how each subscriber uses its services.

Cadenz relies on AWS’ services to collect and process real-time data at scale, power analytical workloads, and perform extract, transform, load (ETL) with ease. With these features, Globe can easily process terabytes of data, all while providing low-latency data access to its business users. Overall, these benefits enable Globe to react to changes in user behaviour more promptly and meaningfully.

“Now, more than ever, multiple downstream applications and analytical functions have access to real-time behavioural data, placing us in a stronger position to deliver more relevant and meaningful interactions with each of our customers. We can personalize engagements from messaging, real-time offers, to product bundles and more,” says Adil.

Cadenz’s user-friendly interface made it easy for Globe’s users to adopt the platform in its daily processes. Globe could also be more agile in staying ahead of its customers’ wants and needs, given all user data was captured and displayed on a single, secure platform.

From Customer Data to Customer Intelligence

“Globe really wanted to know its customers to build loyalty, and our goal was to make that happen using Cadenz, our advanced customer intelligence platform. By leveraging AI and machine learning (ML) services offered by AWS, Cadenz enables Globe to derive more value from its customer data,” says Kaushik Chatterjee, senior consultant at TheDataTeam.

For instance, Cadenz has ML modules, which assist in building richer customer profiles. This allows Globe to deliver hyper-personalised content, products, and services for each customer.

“Cadenz Profiles coupled with AWS, provides us with a powerhouse customer intelligence platform,” Adil says. “Today, we can ingest over 40 times more attributes monthly and we have the capabilities to infer and compute more complex attributes as well.”

Since 2019, the company has accumulated hundreds of attributes and reduced costs per attribute, owing to a more robust onboarding process.

Outcome | Finding New Avenues for Growth

With rich user profiles and customer intelligence at its disposal, Globe is well placed to support its partner merchants and brands. Thanks to UUP, Globe can micro-segment users and offer actionable insights that will equip partner merchants and brands to better reach their target customers. For example, if a new ride-hailing player wants to better understand commuters, Globe’s customer intelligence platform can provide insights on how commuters use the ride-hailing applications, such as peak usage times, user response to price change, most visited locations, and more. 

“It is important that our platform is easily embedded into our day-to-day operations to empower the entire organization so we can drive more meaningful experiences for our customers. Our customers are at the heart of everything we do, and by constantly improving our platform’s capabilities, we can continuously evolve the way we serve our customers,” concludes Adil.

About Globe Telecom

Globe Telecom (Globe) is a major provider of telecommunications in the Philippines. The company operates one of the largest, fixed line, and broadband networks in the country. Over 90 million customers rely on Globe for its suite of products and services including mobile, fixed line, broadband, internet, and managed services.

AWS Services Used

Amazon Kinesis

Amazon Kinesis makes it easy to collect, process, and analyze real-time, streaming data so you can get timely insights and react quickly to new information.

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Amazon SageMaker

Amazon SageMaker is built on Amazon’s two decades of experience developing real-world ML applications, including product recommendations, personalization, intelligent shopping, robotics, and voice-assisted devices.

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AWS Glue

AWS Glue is a serverless data integration service that makes it easy to discover, prepare, and combine data for analytics, machine learning, and application development. 

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Amazon Redshift

No other data warehouse makes it as easy to gain new insights from all your data. With Redshift, you can query and combine exabytes of structured and semi-structured data across your data warehouse, operational database, and data lake using standard SQL.  

Learn more »

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