Personalisation with Vodacom

With multiple online deals launched monthly, Vodacom required a solution to reach the most eligible costumers, with relevant deals for them at the most important phase of their contract lifecycle to ensure uptake.

The objective entailed to

• Target customers eligible for an upgrade or to add a line to their existing contract,
• match the appropriate monthly deals with the correct customer,
• Drive online purchases of the deals, at a low effective cost per acquisition.

Each month an updated CRM database is uploaded onto social media platforms, consisting of existing customers due for upgrades in the next 3 months, as well as existing customers eligible to add a line to their existing contract.

The upgrade database was split into various segments, each targeting with a custom message and price plan, best suited to their current contract price plans and add-ons.

The add-on database was also split into various segments, each targeted at specific behaviours matching their potential device deals.

Customised messaging was used to ensure customers are served a relevant message and deals to encourage conversion.

The database was also used to create lookalike audiences to find users similar to existing customers.