Vodafone Group Plc is the world’s leading mobile telecommunications company, with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States. In Italy, Vodafone’s marketing department monitors tens of millions of clients with various profiles and requirements. These clients interact with the company several times a day and are continuously exposed to information and competitive offers.
Business intelligence helps Vodafone optimize every client contact, creating tailor-made promotions and channel selections that meet customer expectations. Currently, customer relationship management is one of the most strategic activities within the company’s business intelligence program. Vodafone Marketing monitors more than 200 campaigns a year, and everything is managed automatically.
Silvia Candiani, Marketing Director, says, “BI has a strategic impact for our company. The dynamic nature of the Italian market forces us to be faster than others and therefore more effective.”
For 2008, Candiani would like to focus on real-time analytics and increased personalization. “Currently we are only able to manage information from the previous month, but I would like to switch completely to real-time mode,” she says. “I want to be able to tell a client in real time: ‘Since you bought products A and B, we recommend service C, which is the one that best meets your needs.’”
Candiani concludes: “Right now we are definitely able to tell how our target audience reacts to various advertising initiatives, and therefore we can send the most appropriate communication and continue to improve relationships with our clients.”
This story appears in the First Quarter 2008 issue of