When Vodafone Italy used machine learning to personalise its communications and optimise packages for individual customers it achieved a tripling of the usual rate of phone upgrades.
Vodafone has 20 million customers in Italy, generating vast volumes of data from all of their users’ sources of activity, but wanted to make better use of it to engage more effectively with its consumers.
“It’s not about pushing, it’s about being relevant,” said Daniel Rodriguez, head of big data and advanced analytics at Vodafone Italy, as he presented at the finals of the I-COM Data Creativity Awards 2018 (San Sebastian, April 2018)....