Vodafone Portugal: Enabling Data Monetisation for Enhanced Decision-Making Case Study

In today's digital landscape, data has emerged as one of the most valuable resources, revolutionising industries and transforming the way businesses operate. Communication Service Providers (CSPs) are no exception, as they navigate a rapidly evolving market where traditional revenue streams are being reshaped. Amid these changes, data monetisation has emerged as a critical strategy for CSPs to thrive in the digital age.

By extracting meaningful patterns, analysing trends, identifying correlations, and predicting future outcomes, CSPs can help their clients to make informed decisions that drive growth and innovation, enabling their offerings to meet individual needs, thereby boosting customer satisfaction and loyalty.

The Challenge

Vodafone Portugal wanted to understand the mobility of the huge flux of people expected in Lisbon during World Youth Day, sharing the insights generated daily with the media and public in general, and promoting Vodafone Analytics – a Big Data solution capable of making business and strategy decisions with insights collected from millions of mobile customers.

The operator’s goal was to transform anonymized network data into actionable insights. Then share this relevant, meaningful, and trustworthy information, including key findings on data patterns and insights with which the public could identify, while showcasing the capabilities and value of Vodafone’s solution.

The Solution

For World Youth Day, Celfocus developed four analytics dashboards, with the objective of showcasing the usage of mobility data (event attendance, mobility patterns, visitors' footfall and segmentation, etc.) for security and operational planning.

The Analytics Dashboards were interactive, allowing the exploration of data freely so that the information could be filtered, segmented, and/or related in a way that the users could get the insights they were looking for or even discover relevant patterns they weren't considering initially.

Leveraging Google Cloud, Celfocus set up the required data modelling, data ingestion and processing then creating and embedding rich analytics visualisations into a web application, easing the user experience focused on vertical industry use cases.

With this project, Vodafone Portugal and Celfocus successfully implemented a data monetisation (learn more about Celfocus Data Monetisation Solutions here) revolution through groundbreaking technology, transforming raw and anonymised data into actionable insights, for well-informed decision-making and security & operational effectiveness.

Benefits

According to Vodafone Business Unit, Vodafone Portugal, “Celfocus emerged as the ideal partner for this project for several compelling reasons. Our prior successful collaborations assured us that Celfocus demonstrated an exceptional ability to create engaging and visually appealing methods for representing Vodafone's collected data, particularly through the development of interactive dashboards. This capacity not only enhanced the accessibility of complex data but also showcased a creative approach that aligned with Vodafone's objectives.”

During the previous week and the six days of World Youth Day, Vodafone Analytics monitored the flux of people in the city of Lisbon, processing anonymized data coming from Vodafone’s network and generating valuable insights that supported informed decisions for day-to-day planning and intra-day operations.

Insights Highlights:

1. More than 190 different nationalities detected;
2. Main international visitors coming from Spain (24,4%);
3. Main national visitors coming from Setúbal (31,2%);
4. Parque das Nações was the top place to have lunch (10%);
5. 10% of Lisbon inhabitants left the city mainly to Loulé (6,4%) and Albufeira (3,4%), in Algarve.

The design of the specialised dashboards for the Vodafone retail team facilitated streamlined data visualisation and analysis, thereby empowering the team to make informed decisions and optimise their strategies for resource allocation to Vodafone’s own shops.

Ultimately, the project reinforced the platform’s potential, resonating as a testament to clients and validating Vodafone’s prowess in data-driven insights, mainly for the government, transport, retail, and emergency & security sectors. Celfocus collaboration made it possible to showcase the true extent of Vodafone Analytics’ capabilities, opening the door to new projects and possibilities in the future.