Telefonica | Vivo

Published on 03-Dec-2012

"We needed a tool that could improve our marketing processes, increase our response rates, reduce the time of developing and implementing campaigns and optimize our customer interactions. We’re reaching those goals and driving revenue growth through personalized marketing campaigns." - Leandro Andrade, Telefonica | Vivo Director of Business Intelligence

Customer:
Telefonica | Vivo

Industry:
Telecommunications

Deployment country:
Brazil

Solution:
Cloud Computing, EMM - Cross-channel Marketing Optimization, EMM - Marketing Performance Optimization, Smarter Commerce, Smarter Marketing, Smarter Planet

Smarter Planet:
Smarter Communications

Overview

Telefonica | Vivo is the largest mobile telecommunications provider in Brazil. It is a subsidiary brand of Telefonica, which has more than 280 million customers in approximately 25 countries, with more than two-thirds of those customers are in Latin America. As demand for mobile services has surged worldwide, Telefonica | Vivo has tripled its customer base to roughly 60 million in just seven years, growing its annual revenue to more than USD15 billion in 2010.

Business need:
This leading Brazilian communications company offers voice, text and web to nearly 60 million customers and in the process generates about 2 billion call records per day. Manual list-generating processes performed by 30-plus marketing vendors created a nightmare of ineffective campaigns that didn’t offer customers the services specific to their needs and created contact fatigue that devalued the brand. The company needed a closed-loop process that would use customer behavior to generate targeted marketing campaigns that really worked.

Solution:
Telefonica | Vivo is using call data, demographics and predictive modeling to reach out to customers and offer them only products and services that match their needs and lifestyles. Marketing teams and vendors use detailed segmentation and customized communications via text and email to anticipate what subscribers need and present it at just the right time. Not only are marketing teams given virtually instant feedback on 200 campaigns per month and their impact on sales, they can even make mid-campaign adjustments.

Benefits:
Increased by 30 percent the revenue generated from direct marketing efforts Increased sales by five times on days that campaigns are launched Increased by 70 percent the opt-in rate for customers who receive marketing messages through improved segmentation and targeting Reduced marketing campaign operating costs by 80 percent

Case Study

Telefonica | Vivo is the largest mobile telecommunications provider in Brazil. It is a subsidiary brand of Telefonica, which has more than 280 million customers in approximately 25 countries, with more than two-thirds of those customers are in Latin America. As demand for mobile services has surged worldwide, Telefonica | Vivo has tripled its customer base to roughly 60 million in just seven years, growing its annual revenue to more than USD15 billion in 2010.

The Opportunity
This leading Brazilian communications company offers voice, text and web to nearly 60 million customers and in the process generates about 2 billion call records per day. Manual list-generating processes performed by 30-plus marketing vendors created a nightmare of ineffective campaigns that didn’t offer customers the services specific to their needs and created contact fatigue that devalued the brand. The company needed a closed-loop process that would use customer behavior to generate targeted marketing campaigns that really worked.

What Makes It Smarter
Telefonica | Vivo is using call data, demographics and predictive modeling to reach out to customers and offer them only products and services that match their needs and lifestyles. Marketing teams and vendors use detailed segmentation and customized communications via text and email to anticipate what subscribers need and present it at just the right time. For example, the solution can preemptively contact customers who recently exceeded their allotted calling minutes and give them a discount for upgrading before going over again. Not only are marketing teams given virtually instant feedback on 200 campaigns per month and their impact on sales, they can even make mid-campaign adjustments, such as extending holiday offers or sending follow-up offers to a subscribers’ friends and family.

Real Business Results
· Increased by 30 percent the revenue generated from direct marketing efforts
· Increased sales by five times on days that campaigns are launched
· Increased by 70 percent the opt-in rate for customers who receive marketing messages through improved segmentation and targeting
· Reduced marketing campaign operating costs by 80 percent

Products and services used

IBM products and services that were used in this case study.

Software:
IBM Interact, IBM Marketing Operations OnDemand, IBM Campaign

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States November 2012 IBM, the IBM logo, ibm.com and Unica are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.