Vodafone Netherlands has more than 5 million customers. Like most telecommunications companies, they use big data analytics to optimize their marketing spend and customer satisfaction — for example, to make sure that customers aren’t being over-contacted, and only receive offers that are actually relevant to them.
They also use analytics for customer churn, predicting when customers might leave, and for upsell campaigns, making sure customers are aware of new products and services.
But they also use predictive analytics to innovate and identify new product opportunities.
For example, The Netherlands is one of the flattest countries in the world, so people who like to ski have to go abroad — and often turn off their phones during their holiday to save on roaming charges.
Using predictive analytics, Vodafone was able to model the right customers for a new product that gave discounted roaming rates for the ski season. The result was more customers kept their phones on, and it was a win-win for both them and for Vodafone.
What’s new is that they were able to create the models much quicker and more easily than in the past without needing a team of expert statisticians — they say that with previous manual tools, it would have taken weeks to create the spending models, with the risk of missing the ski season entirely.
For more details, see this article Predictive Analytics Helps Vodafone Ring Up Sales and watch the video below: