Vodafone is represented by its local dealers in almost every German city and it aims to support the branches in the best possible way.
The brand attaches great importance to providing these retailers with the best possible support. Vodafone needs a realistic assessment of the local situation and potential. How strong will the demand be for the new iPhone or for a particularly powerful data plan at a given location? What are the success drivers enabling retailers to communicate these offers in the best possible way? Which advertising channels and at what times can he best reach his target groups? What budget does he need for this? It is impossible to carry out such complex analyses manually for every retailer and at every location. Therefore, a high quality system is needed that will automate this process.
Vodafone uses the marketing portal provided by our partner and customer marcapo. The portal enables highly automated local support for retailers – from the provision and booking of individualized advertising to the activation of products and promotions and the allocation of advertising subsidies. The portal relies on the combination of Neutrum EVO Optimizer and Neutrum Location Profiler as integrated services. Neutrum Location Profiler collects all relevant local data and location factors for each retail location. Neutrum.ai’s modeling engine provides a clear view of how far various factors affect business operations. This means a more realistic potential for each location – both overall and at product level. Neutrum EVO Optimizer combines all marketing, sales and budget data in the portal and uses it to determine the optimal channel mix and media plan. Data from Neutrum Location Profiler is leveraged to help individual locations adapt to particular conditions, so that each retailer can have realistic expectations, suitable budget recommendations and an optimal product and media mix.
Neutrum solutions together with the marcapo system enable Vodafone to provide largely automated, optimal marketing and sales support for its local dealers, tailored precisely to local characteristics based on data, recommendations, campaigns and expectations. The result: more precise planning, maximum transparency and great labor savings.
You can find a videocast with the managers involved from Vodafone, marcapo and HASE & IGEL here.
German 