CARTO > Case Studies > The Future of Location-Driven Mobile Big Data: Vodafone Analytics

The Future of Location-Driven Mobile Big Data: Vodafone Analytics

Customer Company Size

Large Corporate

Region

Europe
Africa
Asia
Middle East

Country

United Kingdom

Product

Vodafone Analytics

Tech Stack

CARTO
Big Data Analytics
Location Intelligence

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Revenue Growth
Customer Satisfaction
Productivity Improvements

Technology Category

Analytics & Modeling - Big Data Analytics
Platform as a Service (PaaS) - Data Management Platforms

Applicable Industries

Telecommunications
Retail

Applicable Functions

Sales & Marketing
Business Operation

Use Cases

Supply Chain Visibility
Predictive Quality Analytics
Real-Time Location System (RTLS)

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

Vodafone Business has been able to win key deals against their competitors in the telco data monetization space by providing a superior user experience.
Working with the CARTO platform has dramatically decreased the amount of time required to build a suite of Location Intelligence solutions for their B2B clients.
By building a product with CARTO, Vodafone Business can now scale their data monetization business at speed rolling out Vodafone Analytics in other countries across their footprint.

Quantitative Benefit