The Future of Location-Driven Mobile Big Data: Vodafone Analytics
Company Size
1,000+
Region
- Africa
- Asia
- Europe
- Middle East
Country
- United Kingdom
Product
- Vodafone Analytics
Tech Stack
- CARTO
- Big Data Analytics
- Location Intelligence
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Productivity Improvements
- Revenue Growth
Technology Category
- Analytics & Modeling - Big Data Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Platform as a Service (PaaS) - Data Management Platforms
Applicable Industries
- Retail
- Telecommunications
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
- Supply Chain Visibility
Services
- Data Science Services
- System Integration
About The Customer
Vodafone is one of the largest multinational mobile communications providers, overseeing connectivity in 26 countries with services extended to 50 more through strategic partnerships. The company has a growing market presence in Europe, the Middle East, Africa, and Asia Pacific, running one of the world’s largest telco networks. Vodafone Business is the B2B division of Vodafone that helps organizations succeed in a digital world. With their expertise, they are charting the future of data-driven organizations with products and solutions designed to leverage big data generated across Vodafone’s mobile networks.
The Challenge
Vodafone Business, the B2B division of Vodafone, was faced with the challenge of managing the rapidly increasing mobile data traffic and the growing demand for location-driven insights. The company wanted to leverage the big data generated across its mobile networks to better understand human mobility patterns. However, this presented two major obstacles. Firstly, to comply with privacy regulations, Vodafone needed to extract movement patterns on populations, not individuals, necessitating a robust anonymization and aggregation methodology. Secondly, to familiarize customers with working with mobile data, Vodafone needed an accessible interface capable of presenting the true value of these insights. In addition, the company saw a larger opportunity to deliver the first mobile data business solution by combining Vodafone’s data and Location Intelligence.
The Solution
Vodafone partnered with CARTO, a leader in geospatial technology, to build an external data monetization digital solution for their B2B clients called Vodafone Analytics. This solution provides insights into human mobility patterns that enable better decision-making in Tourism, Retail, and Real Estate based on mobile network events. Vodafone Business Big Data Science team applies a series of statistical analyses and algorithms to call and data detail records, extended 2G, 3G, and 4G data representation plans, NetPerform application data, and network probes from mobile data captured across the network. This data is aggregated and anonymized and then sent to CARTO where it is fed into the platform and further analyzed and visualized through the Vodafone Analytics interface. To ensure insights are statistically significant, data is extrapolated using demographic data at the municipal level and control samples from events in which the actual attendee profile is known.
Operational Impact
Quantitative Benefit
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