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VODAFONE RECOGNIZES AND EXPLOITS LOCAL POTENTIAL FOR RETAILERS

VODAFONE

A LEADING PROVIDER OF TELECOMMUNICATIONS, CABLE TELEVISION AND INTERNET WITH MULTI-LEVEL DISTRIBUTION.

CHALLENGE

As a leading telecommunications and Internet provider, Vodafone is represented in almost every German city with dealers who sell the company’s products, advise customers and offer service. The brand attaches great importance to providing these retailers with the best possible support. To do this, it needs a realistic assessment of the local situation and potential: How great will the demand for the new iPhone or for a particularly powerful data plan be at this location? What are the success drivers that enable retailers to communicate these offers in the best possible way? Which advertising channels and at what times can he best reach his target groups and what budget does he need for this? As it is impossible to carry out such complex analyses manually for every retailer and every location, a system is needed that automates this process to a high quality.

SOLUTION

Vodafone uses the marketing portal of our cooperation partner and customer marcapo, which enables highly automated local support for retailers – from the provision and booking of individualized advertising to the activation of products and promotions and the allocation of advertising subsidies. The portal relies on the combination of the Neutrum EVO Optimizer and the Neutrum Location Profiler as integrated services. The Location Profiler collects all relevant local data and location factors for each retail location and, with NEUTRUM.AI’s modeling engine, enables a clear understanding of how far which factors affect the business. This means that there is realistic potential for each location – both overall and at product level. The EVO Optimizer combines all marketing, sales and budget data in the portal and uses it to determine the optimal channel mix and media plan. With the data from the Location Profiler, this is precisely adapted to the circumstances of the individual location, so that each retailer receives realistic expectations, suitable budget recommendations and an optimal product and media mix.

CUSTOMER BENEFITS

The combination of the marcapo system and the Neutrum solutions from HASE & IGEL enables Vodafone to provide largely automated, optimal marketing and sales support for its local dealers, which is precisely tailored to local characteristics based on data and tailors recommendations and campaigns as well as expectations accordingly. The result: more precise planning, maximum transparency and enormous labor savings.

You can find a videocast with the managers involved from Vodafone, marcapo and HASE & IGEL here.

DETERMINE THE LOCAL POTENTIAL FOR COUNTLESS RETAILERS AND LOCATIONS AND CALCULATE THE OPTIMAL MARKETING MIX – BIG DATA AND AI MAKE IT POSSIBLE: 100% AUTOMATED, 100% EXPLAINABLE.

Is it all a question of location? Here is the answer!

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