Telefonica wanted to improve its marketing processes and optimize customer interactions. It enacted a closed-loop process using customer behavior data to generate targeted marketing campaigns. Telefonica used call data, demographics and predictive modeling to reach out to customers and offer products and services matching their needs and lifestyles. This approach increased revenue from direct marketing by 30%, sales on campaign days by 5x, opt-in rates by 70%, and reduced marketing costs by 80%.

1. Creating a competitive
edge with predictive
analytics in Telecommunications
Telefonica case study

2. Telefonica wanted to improve its marketing processes, reduce
time spent developing and implementing campaigns and
optimize its customer interactions.

3. The company enacted a closed-loop process that would use
customer behavior to generate targeted marketing campaigns
that really worked.

4. Telefonica used call data, demographics and predictive modeling
to reach out to customers and offer them products and services that
match their needs and lifestyles.
Demographics
Call data
Predictive
modeling

5. Call data
Customer fatigue caused by
blanket marketing and no
personalization.
Jenny receives a text giving her
a discount for upgrading her
plan before she goes over her
minutes again.
Before After
Hi Jenny-
Upgrade
now!
Telemarketing Email
TextDirect mail

6. Before After
Demographics
Telemarketing
Customer fatigue caused by
blanket marketing and no
personalization.
Anthony receives a call with an
incentive to add a smart tablet
to his line.
Hi Anthony,
We have a great deal
on a new smart tablet
and data package for
you!
TextDirect mail
Email

7. Myra receives an email
announcing a sale on the
new phone that she’s been
researching online.
Before After
Predictive modeling
Telemarketing
TextDirect mail
Customer fatigue caused by
blanket marketing and no
personalization.
Email

8. What did these changes
mean for Telefonica?

9. increased revenue generated
from direct marketing efforts
Real business results from Telefonica/Vivo
30%

10. Increased sales by
on days that campaigns
are launched
Real business results from Telefonica/Vivo
5x

11. Real business results from Telefonica/Vivo
Increased the opt-in rate by
for customers who receive
marketing messages
through improved targeting
and segmentation
70%

12. Real business results from Telefonica/Vivo
Reduced marketing
campaign operating costs
by
80%

13. For more information download
the Telefonica case study.
For more information visit the
solution page.