BeStUSeoFDAtAintechnoLoGY,
coMMUnicAtionSAnDWeB-BASeDSeRViceS
hiGhLYcoMMenDeD
o2 WinneR
treeLondon Vodafone
homebroadbandQ1campaign Datanomic
VodafoneMobileMoneytransfer:DeliveringBanking
TocontinuethegrowthofO2’shomebroadband ServicesinemergingMarkets
offerandtogenerateaprospectpool,acomplex
targetingmatrixwasdevisedforexistingmonthly Manypeopleinemergingmarketsdonothavebankaccountsorfindit
andpay-as-you-gocustomers.Apropensitymodel difficultandexpensivetotransfermoney,especiallyinruralareas.Toenable
formonthlycustomerswasdeveloped,andinsights accesstoanewlow-costmobilebankingsolution,Vodafoneneededtoscreen
previouslyfoundintolikelihoodtotakeupthe customersagainstaduediligencelist.Thejudgesadmiredthepioneering
servicewereusedasanoverlayinsomecells. natureofthisproject,whichshowedcomplexityandgoodexecutionin
Channeltestingwascarriedoutaswellascreative addressingatoughproblem.
tests.Thecampaigngeneratedanincrementaluplift Vodafonehasdevelopedaserviceenablingcustomerstomovemoneyby
of8.percentwhilehittingtargetforcostpersale. sendinginstructionsviaSMS.Workingwithlocalpartners,suchasSafaricom,
Whereemail,propensitymodelscoresandoverlays whichhaveextensivenetworksofagents,thecompanyhasbeenabletoreach
wereallused,costpersalewas70percentbelow intoremoteareas,offeringasimpleandeffectivemoneytransfersystemto
average.Aprospectpoolhasbeengeneratedof peopleexcludedfromtraditionalfinancialservices.
activelyinterestedcustomerswhoarecurrently Moneytransferstohomebymigrantworkersarealsoasignificantsourceof
contractedtoacompetitor. incomeindevelopingcountries.Usually,thisisacomplicatedprocessandcan
incurrhighchargesrelativetothesumsinvolved.Accessingthesentmoneymay
hiGhLYcoMMenDeD alsobedifficult.Across-bordermoneytransferserviceiscurrentlybeingtrialled
o2 betweentheUKandKenyainassociationwithWesternUnionandSafaricom.
treeLondon Akeyrequirementforthesuccessoftheserviceistopreventitsabusefor
Monthlypay&GoRetentioncampaign moneylaundering.Compliancewithfinanciallegislation,suchastheUSA
PatriotAct,EUMoneyLaunderingDirective,andlocalregulations,isalso
O2neededtoimprovethetargetingofoutbound essential.Toensurethis,Vodafoneselectedasolutioncapableofscreeningthe
callstoPay&Gocustomersandcreatea highvolumesofdatatoahighlevelofaccuracy.
performancereport.Apropensitymodelfor Customerdetails,includingproofofID,arecollectedandverifiedbylocal
defectionwasbuiltandafileofhighriskcustomers agents.Thesearethenscreenedagainstanenhancedduedilligencelistwhich
generatedforcalling.Itidentified75percentof incorporatesinformationabouthigh-riskindividualsandentities.Accurate
genuineat-riskcustomersfromthetopthreedeciles. matchingprocessesreducetheriskoffalsepositivesthatcanleadtocostly
Bycombiningthiswithanindicatorofvalue,calling manualchecksandfalsenegativesthatletcriminalsthroughandexposethe
resourceshavebeendirectedattherightgroupof businesstofinancialpenalities.
customers.Thecampaignhasachieveda26per Thesolution,selectedafterayear-longcompetitiveevaluationprocess,has
centreductioninchurnandhasincreasedARPUby allowed200,000customerstosignupforthenewserviceinthefirst18weeks
252percent.IthasdeliveredaquickwinforO2and inKenyaaloneandwasusedtoscreenmorethan1.6millioncustomersinthe
isbeingfurtherdevelopedforbroaderapplication. yearafterlaunch.ItisultimatelyscalabletohandleVodafone’s00million
globalcustomerbase.
ShoRtLiSt
Futurepublishing
Dataforceonline
increasingmagazinerenewal
salesandrevenue
Sponsoredby:
AcXioM
Thegloballeaderininteractivemarketingservices,Acxiomconnectsclientswiththeir
customersthroughdeepconsumerinsight,poweringeffectiveandprofitablemarketing
initiativesandbusinessdecisions.Ourconsultativeapproachspansmultipleindustriesand
incorporatesdecadesofexperienceinconsumerdataandanalytics,informationtechnology,
dataintegrationandconsultingsolutionsforeffectivemarketingacrossdigital,Internet,email,
mobileanddirectmailchannels.Foundedin1969,AcxiomisheadquarteredinLittleRock,
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DAtAStRAteGYAWARDS2009|15
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