Customer Segmentation & Product Recommendation

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About Vodafone



Vodafone Hutchison Australia (VHA) is an Australian telecommunications company that provides mobile and fixed broadband services. VHA’s 4G mobile network covers more than 22 million Australians and Vodafone nbn™ fixed broadband services are available in capital cities and selected regional centres.



The Challenge 



VHA, AWS, and Intellify worked together to accelerate VHA’s journey and adoption of data science and machine learning (ML). Intellify kickstarted a series of workshops to sharpen the high-level business cases. After ideation and technical workshops with the BI teams at VHA, the team embarked on a machine learning initiative dubbed the “Digital Upgrades” project.



The Solution 



Intellify built a customer hyper-segmentation and product recommendation engine in Sagemaker for VHA. This personalisation system uses data about existing customers’ recent interactions, product interests, and future needs to ensure the customer receives the most relevant offer in their lifecycle – attributing the preferred channel, which increases conversion rates following suggestions for handsets, accessories, and plans.



How We Helped 



This project enables a positive customer experience when upgrading mobile plans or select product bundles by drastically saving time and effort needed to choose right plan to meet the customer needs.