Intuition to insight

VodafonePower to you

21st century analytics is revolutionising decision making

The era of Big Data is being driven by mobile devices. They are used 365 days a year, 24 hours a day, generating an ever increasing stream of data. Add the output of Machine-to-Machine (M2M) technologies and it’s clear that the phenomenon is set to continue long into the foreseeable future.

But the data is just a raw material. The point is to transform it into profitable insights. Analytics enables us to do that. It can fundamentally change the way we make decisions. Business and government leaders can now take an idea and test it using predictive modelling based on huge data-sets that are fresh and, increasingly,

taken from real-time behaviours. Ideas can be modified or rejected based on deeper insights. Entirely new ideas can arise from surprising insights into how the real world actually works.

Analytics is making a profound difference to the way enterprises are interacting with their markets. The fact that Vodafone has more than 400 million global customers; whose devices generate invaluable location specific information and behavioural data, means that Vodafone is one of the best sources of real-world data.

In markets like the UK, we reach 30% of the population – that’s a huge opportunity. No traditional survey can match it.

Our approach to privacy is unique

We have decided not to use the data generated by our users, even in its aggregated and anonymised form, without their permission. In fact, we are giving something back to our customers for letting us use the data, in the form of a range of incentives.

Our Permissions Management Centre is a pioneering online facility which enables customers to opt in or opt out of the data collection process.

Big Data is revolutionising the analysis of footfall. Using real-time location based intelligence, Vodafone enables you to not only count customers but also to understand who they are as never before.

Each shopper or visitor is a potentially rich source of insights. The old methods of measuring footfall are redundant. They offered very basic data. Vodafone’s location-specific data and analytical tools provide invaluable and granular insights that enables you to target each individual customer becuase you’ll know more about them.

We can offer instant and statistically significant sample sizes that provides far more detailed information than outdated data gathering techniques.

analytics

Footfall data can be analysed to improve decision making in a range of areas because you can:

• Calculate market share across multiple stores within specific regions or nations based on the precise number of visits by consumers to your store

• Benchmark it against your competitors

• Calculate the performance of individual sites and correlate it with customer visits to your competitors. For example, you can discover that 15% of your 24-30 male customers also visit your competitors’ stores, but only 7% of their customers visit your location – you can create a promotion to attract more of them

• Optimise your staff-to-customer ratios based on busy and quiet times to improve site performance

• Quantify the effects of promotional and marketing cycles and special events

• Discover, in real time, which of your advertising campaigns are the most successful and learn how to target specific demographics more effectively.

• Choose the best site for new outlets so you are closer to your target market customers

• Make accurate stock decisions – adjusting stock levels to anticipate demand

• Understand which events, holidays, times of year generate different levels of footfall and match promotions or stocks and staff levels to target specific demographics

• Place vending machines or automated collection points, ATMs, etc. where they will be most useful.

Vodafone Analytics has transformed footfall data giving you the power to boost the revenue of each and every square metre of your valuable floor space.

Mobile devices have changed the way we consume information and services. Whether we are in a shop or on a train, our mobile device plays some part in our consumer journey.

Vodafone collects data on search terms, browsing behaviour, sites visited, and correlate it to uncover patterns or match consumer behaviour to specific events, promotions or deals.

Vodafone delivers device-specific insights so you know what drives people to your site and the apps they use to get there. You can use the information to increase cross-sell opportunities or forge partnerships that you might never have thought of before. You can configure content to match your audience’s needs and desires, and track their behaviour to see if you’ve got it right.

Vodafone’s data enables you to:

• See how people are using their mobiles by week, day or even hours

• You can understand what kind of device is being used for different purposes, and when and where they are being used (phone outside, tablet at home, etc.)

• See locations of active users

• You can understand your audience and/or the audience of your competitors and then compare and contrast them to gain competitive insights

• Track behaviour in time and space to understand levels of loyalty

• Understand the effectiveness of different promotions either in the analogue world or online so you can create more optimised campaigns and locate ads or points of sale in more effective locations

• Benchmark the performance of your apps or sites.

Big data and analytics are our greatest weapon.Forbes

Fraud is growing at an alarming rate. A recent article in Forbes states, ‘Big data and analytics are our greatest weapon.’ One of the best methods of uncovering fraud is to use location-centric data generated by a mobile device. Vodafone is working with other mobile network operators, banks and payment card specialists to turn location-centric data into a weapon against fraud.

It’s a simple concept: If a transaction is occurring in one place but the person’s phone is in another, something is wrong. Verifying transactions with location data is a huge leap forward in fraud prevention. Customers will not have to inform their bank of their travel plans to be sure that their card will work when they travel abroad, they would just need to give permission for the location of their device to be used. Both banks and customers can be more secure when transactions are made and the frustration at being stranded without money is avoided.

The way it works is simple: the cardholder enrols in the program with their bank. After registering, when a transaction is made the location of the customer’s mobile device is checked by the bank to authenticate the transaction. This information is retrieved from the local network, does not require the customer to be pestered and makes transactions safer and more reliable. Customers register with their bank once and no extra administration is required. This method of customer validation reduces the risk of a legitimate transaction being declined from 30 out of every 40, to two or three out of 40.

The same data can be used to enable companies who have a lot of workers on the move internationally, for example, people working in oil, construction and military supplies. This can help to fulfil their duty of care, know where their people are at any one time and help them overcome any difficulties that might arise when they’re on the road.

Vodafone Mobile Enhanced Authentication enables you to:

• Authenticate cardholders and reduce blocked payments which improves customer satisfaction

• Eliminate the need for customers to inform their banks or credit card companies of their travel plans

• Improve trust and confidence in financial brands through proactive and seamless anti-fraud procedures.

Billions of journeys are made every day. Every journey has an impact- on the environment, transport infrastructure, congestion in towns and cities, but mostly these journeys impact the people who make them. Analytic insight can mitigate negatives like delays and dangerous conditions and give transport operators the information they need to streamline their services and satisfy their customers.

Vodafone’s coverage has the ability to provide a clear overview of how a transport system is used, either regionally or nationally. Which hubs are over or under utilised, where delays are likely to occur and commuter behaviour. These insights can aid planning, prioritising resources and communication with customers.

The data is continuously generated and collected giving you a reliable insight. It trumps surveys based on very small sample sizes (for instance, an annual survey of 8,000 tube users can never really give an accurate picture of how the London underground really works) and provides planners with a measure of actual impacts from changes in everything from street furniture to train timetables or bus routes. We can also measure the effectiveness of bike lanes and safety measures targeted at keeping those on two-wheels safe in a busy urban environment.

Vodafone’s Analytics enable you to:

• Get a complete view of how your customers travel and who they are

• Understand all your touch-points – how and when people interact with your service or infrastructure

• Understand capacity constraints – get a detailed picture of when people are travelling most or least often and how

• Understand capacity and usage to enable optimised pricing; everything from bus and train fares, to parking fees and tolls, can be adjusted to manage flows of people as well as encourage them

• Deliver the right capacity – increase or decrease services, target staff levels, manage promotions etc.

• Achieve better maintenance planning so as to ensure safety and efficiency whilst managing the ability to travel throughout the working week and at weekends

• Manage supplies of equipment, rolling stock, vehicles and technology

• Understand performance of staff, equipment, and policies

• Get a detailed view of health and safety levels and the efficiency of procedures

• Achieve better planning for the short- and long-term, understand where new roads, bus routes or railway lines (including stations) need to be sited

• Plan better cities, towns and rural areas balancing the built and human environment with the transport needs of local and national communities.

Buildings are becoming smarter and that means they can be run more efficiently and be more responsive to the people who use them.

The workplace is going through a radical set of changes, mostly due to mobile technology, and the limits of physical buildings matter less than ever before. By 2025 70% of the workforce will be from Generation Y, and their idea of a workspace is a mobile device. Vodafone’s location-specific data delivers insights which aid the design of effective work environments that offer the right facilities and capacity.

Buildings consume significant amounts of power and resources. Environmental imperatives (the demand for sustainability at the corporate as well as public level) can be met by understanding how people travel to each building and what they do whilst on the premises. You can measure the carbon footprint of not just the building, but each visitor, far more accurately through data relating to commute times and the different forms of transport used. That then informs which facilities are provided, and whether incentives to encourage more home-working make financial and operational sense. The data can also be used to decide on the location of a head-office or satellite offices.

Vodafone Analytics also enables (companies/ you) to:

• Design workspaces to make the most of changing demographics, work practices, and consumer demands

• Understand how people work to manage facilities optimally and ensure that the right resources are available to keep everyone efficient and productive as well as safe and healthy

• Understand how one building works or how many work together across a physical space or a specific portfolio

• Understand bottlenecks and capacity to manage space allocation, staffing and resourcing

• Understand the carbon footprint not just of the building itself but the people who commute to and from it – tracking how people get to the building (form of transport) and what they do before and after they’ve been to the building

• Create policies to encourage less carbon emissions in terms of transport options

• Offer more alternatives to employees, from bike racks to buses, to and from major transport hubs

• Manage hot-desking, meeting room availability, and technology resources to ensure maximum productivity and employee satisfaction

• Schedule routine tasks to maximise asset value and operational productivity.

Out-of-Home (OOH) media has always been important. But assessing its effectiveness is difficult. Traditional surveys can provide snapshots of the numbers of people or vehicles passing individual sites, but digging deeper into demographics or behaviours has been almost impossible. The data generated by mobiles devices has transformed that situation radically: now it’s possible to make better decisions about where to site billboards and digital screens, and to target the messaging they carry in a far more precise way.

Using Vodafone’s location-centric data you can count an aggregated sample of people as they

move through a specific area and retrieve accurate demographic information. Some

companies have discovered that they can place ads not only at the destinations of the people

they’re after, but also on the routes the majority of them take, even if the ads are sited in areas which don’t reflect the demographic needs of

the product.

Vodafone’s Analytics enable you to:

• Get more accurate numbers about the passing traffic (vehicles, people, transport options) of a specific site to understand the effectiveness of existing sites as well as the potential of new ones

• Get accurate demographic information about the people passing by in terms of their economic status, buying behaviours, and browsing histories so that ads can be better targeted

• Enable digital posters at roadsides, in malls or other locations to be modified to target audiences by time of day, week or year and to correspond to current events (from the weather to sporting occasions etc.)

• Avoid wasting money on ad space that is, for instance, not seen by your target audience at weekends

• Measure the effectiveness of a ‘call to action’ within an ad by looking at what people do on their phones directly after – do they look for the product or even buy it? Do they go a dealer? Do they go to the competition?

The challenge for all brands and enterprises is to connect with people in a multi-faceted and multi-device landscape. From traditional TV and

advertising to social media, streamed video services, and an array of digital marketing

techniques, which means you need to be visible on many fronts to get your

message across. Not to mention that each platform requires

your message to be formatted or tailored to achieve the maximum effect.

Big Data and analytics can help you make sense of the digital landscape. It can help you match digital ads to the right customers with accurate, real-time data. Vodafone can gather that data and analyse it so that customers can be tracked as they move from website to app and back again either on their mobile or desktop. The information collected can then be used to target specific groups in terms of where advertising is placed and the information it contains.

It’s the missing link that advertising and marketing professionals, either within agencies or enterprises, have been looking for. They want the big picture but they also want the power to adjust specific ads to suit the device or context in which the add is being viewed.

Vodafone Analytics enables you to:

• Understand consumer behaviour by platform and device and correlate it to behaviour, location and time

• React to fast changing signals from people or markets and create ads that can be delivered in real-time with messages that suit the moment

• Make advertising more relevant to targeted groups and position the information where it will have maximum impact, while tracking the reaction to the information in real time

• Match audiences and their movements from mobile to desktop and back again

• Identify which apps and services target customers use the most in real-time.

We have a global footprint and over 400 million consumers which provides a constant stream of data and insight, globally, nationally, and across all levels of society. It makes perfect sense for us to make the most of that data.

Our relationships with organisations, and best-in-class partnerships enables us to innovate and continue developing.

Our Permissions Management Centre enables customers to choose whether or not they are happy to let us use their data.

Through our large global footprint we obtain probe data rather than being reliant on Call Detail Records, and increase our granularity through a macro- and micro-network data.

Why does that make us different? We’re open and honest and our data is richer and more reliable so you can trust that the analytics you get are extremely robust.

Why Vodafone?

million consumers