Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Here are some suggested Connections for you! - Log in to start networking.

Marco Liz
International Director
Gerry de Graaf
Managing Director
Rudzani Mudau
Workforce Manager
Slavena Summerfield
Head of Call Center
Aleksandar Sandic
Partnership Manager

Case Studies : Vodafone Germany

Telecommunications provider Vodafone Germany relies on data mining for its marketing initiatives and customer loyalty programmes. In a comprehensive project KXEN's Analytic Framework and Teradata's data warehousing technology were deployed to provide model building, data preparation, analysis and processing functions. As a result previously complex analysis of customer data has become both easier and faster.

Vodafone, formerly Mannesmann, acquired a digital cellular licence in 1989 and since then has grown to become a key European telecommunication provider. With 15,000 employees, the company provides mobile and fixed line telephony together with high speed data services for approaching 34 million business and private customers. In 2007 the annual turnover was 8.4 billion Euros. Vodafone Germany is a part of the Vodafone Group which has a total of more than 260 million customers and is one of the world's largest mobile telecommunications company.


Among challenges faced by telecommunications companies is the constant development of new trends, technologies, products and price models, and their successful marketing to customers. This requires a deep insight of customers and their preferences, but this critical information is often locked away inside the much larger volumes of data held in customer databases. Data mining technology - which uses statistical modelling to search for distinctive patterns and trends - is the key to unlocking this potential.

On the Path to Closed Cycles

Vodafone Germany holds more than 140 terabytes of customer data in its Teradata data warehouse and is a long term user of data mining. But traditionally the technology involved a lot of manual effort. Data preparation - in particular the selection of variables - was complex and the models used had to be scoped every month to deliver results to the marketing campaign team. Furthermore the way models were created, saved and made available was not standardised and depended on the individual developer. Also the tables and fields were differently named, involving yet further work.

"There was a new problem with the results every time," recalls Verena Meuther, Marketing Strategy Market & Customer Insights at Vodafone. "In 2004 we finally decided on an automated solution that would create models faster and send the results to the campaign team in a standardised manner. Around the same time it also became evident that yet more models were also required."

The company then began looking for a suitable solution that would simplify and automate model application and data preparation as much as possible. SAS and the KXEN Analytic Framework were short listed. "We decided on the KXEN solution because the application was simpler and dispensed with algorithms. In addition, license management was more convenient," adds Verena Meuther, citing KXEN's good customer services as yet another factor.

Vodafone Germany began the KXEN implementation in May 2005 and had a production version ready at the end of phase one 10 months later. The whole project including full KXEN integration was completed and went live in March 2007. This included creating analytical records for each customer, automating the KXEN score results and preparing an integrated interface to campaign management.

Simplicity Is All

Vodafone Germany's data warehouse contains millions of records that include data from central systems, customer data entry terminals in branches, retail applications and systems for recording network traffic. The data mining workflow involves building models in KXEN's software which takes care of attribute inclusion, the selection of suitable mathematical methods and the correlation of the various values with each other.

Finally the system loads the resulting rules in the form of SQL code in a Web front end. This code then organises and writes the results into the campaigning interface and ensures that models are generated and prioritised automatically. The whole manual processing that used to follow output generation has been eliminated.

Churn management and cross-selling/up-selling are the two major areas covered by KXEN. In the case of churn, using modelling to learn the reasons why customers move to other providers allows proactive steps to be taken to increase customer satisfaction and improve loyalty. Modelling activity is also initiated by new product introductions, often with a view to cross-selling and up-selling existing customers. If a new marketing activity were to be planned Vodafone Germany's data miners would build a model and the campaign team would use the scores and results in a completely closed cycle.

"The project has accelerated data preparation," says Verena Meuther. "With the automation and KXEN we have achieved a huge time advantage. Also the KXEN Analytic Framework can clearly handle more attributes than other tools, making data preparation significantly faster."

Since the project started the requirements and even the technological options have changed, but this presents no problem. "It's no longer just about pure propensity models, there are also community analyses and customer loyalty KPIs." explains Verena Meuther.

No Danger of Boredom

Surprises are the order of the day in data mining so the job never gets boring according to Verena Meuther. "We never think of it like drinking stale coffee. You know you've built a good model when the hypotheses are affirmed. But there are always certain factors that you wouldn’t have weighted as high when you see what actually comes out of the model."

"For example recently we modelled a fixed network product. There, certain tariff options targeted only mobile telephone usage and essentially had nothing to do with the fixed line network. But even so they had a major influence on the likelihood of take up. Nobody had reckoned on this."

A number of different of attributes are included in the data mining process, one example being those learned from the behaviour of customers already using a product. These attributes are weighted in KXEN, placed in a sequence and finally rules are generated. The higher the weight of an attribute, the larger is its influence. For a customer with that attribute, the probability that they have affinity for the modelled product is higher.

Because of the sheer numbers of attributes and data records the process is too complex for the human brain alone. Verena Meuther again: "We seldom reckon with the final weighting. A purchase probability can never be linked to a single attribute. Rather, it is a multivariate approach to many attributes that are themselves interdependent. This results in yet more weighting."

Currently ten Vodafone employees use the KXEN solution. While not all of them are data miners, most are analysts with a professional background. "For users, the simplicity of KXEN is of particular significance. There is no longer any need for endless configurations. People can concentrate instead on interpreting the results," concludes Verena Meuther, adding that an imminent change to the latest version of KXEN should see those results being produced even faster.

About SAP:
Company LogoSAP is a business software company – with more than 100,000 employees at sales and development locations in more than 50 countries worldwide.
Company Facebook   Company Twitter   Company YouTube   Company LinkedIn   Company Profile Page

About Vodafone Germany:
Company LogoVodafone, formerly Mannesmann, acquired its first digital cellular licence in 1989 and since then has grown to become Europe's largest telecommunication provider. With 15,000 employees, the Düsseldorf-based company provides mobile and fixed line telephony together with high speed data services for approaching 34 million business and private customers.
Company Facebook   Company Twitter   Company YouTube   Company LinkedIn   Company Profile Page

Today's Tip of the Day - Making It Easy For Customers To Contact You

Read today's tip or listen to it on podcast.

Published: Wednesday, October 22, 2008

Printer Friendly Version Printer friendly version

2024 Buyers Guide Recruitment Products/Services


HireTrax, MainTrax's standalone pre-hire virtual interviewing solution, automatically analyzes the behavioral characteristics found in each candidate's VOICE to help you select reps better suited for the specific job at hand. After all, agents speak with your customers for hours each day so it's vital they possess the behavioral characteristics and personality traits necessary to be successful. By picking those with tendencies of empathy and positive behavioral traits, you'll have a higher caliber of candidates who will perform better on the job and stay.


VADS Recruitment Services
VADS Indonesia provides a recruitment process with strict selection with various requirements according to client needs. VADS Indonesia also has a database of trained candidates so that it can meet the agent needs quickly and in large numbers.

SalesMatch Ltd

Contact Centre Behavioural Assessments
SalesMatch is an intelligent web based sales and contact centre behavioural assessment platform. It is based on the well known, tried and tested DISC psychometric theory, used by thousands of organisations round the world.

- Reduces Agent Attrition - By selecting the right agent for the role
- Increases Performance - By matching the character profile to the task
- Reduces Time Off - A well matched profile to the role reduced work
- Reduces Recruitment Costs - By early identification of the right candidates

Putting the right person in the job role has become the key focus in the drive...
(read more)

TactiCall Recruitment Services

TactiCall Recruitment Services
Permanent Placement
Temporary / Labour Hire / Contingent and Contract Hire
Recruitment Consulting Services
Assessment Centre Design and Facilitation


About us - in 60 seconds!

Submit Event

Upcoming Events

The 19th EMEA Annual Best Practices Conferences are here! Meeting Point for the World's Best Contact Center & CX Companies Read More...
The 19th Asia Pacific Annual Best Practices Conferences are here! Meeting Point for the World's Best Contact Center & CX Companies Read More...
The 19th World Final Annual Best Practices Conferences are here! Meeting Point for the World's Best Contact Center & CX Companies Read More...

Newsletter Registration

Please check to agree to be placed on the eNewsletter mailing list.

Industry Champion Award Leaderboard

Most active award entrants in the past 48 hours! - Vote for Others / About Program
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total = 1
session page-view-total = 1
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =