Case Study: Vodafone achieves high app adoption and personalized customer engagement with Adobe Analytics

Mobile service provider creates personalized app experiences to build engagement and loyalty among diverse customer segments

Vodafone faced the challenge of engaging diverse customer segments in Ireland—business, contract, and pay-as-you-go—by delivering personalized, anytime self-service experiences via its mobile app to boost satisfaction and loyalty. To address this, Vodafone turned to Adobe Analytics (using Adobe Analytics and Adobe Target within Adobe Marketing Cloud) to better understand customer behavior and tailor communications across digital touchpoints.

Using Adobe Analytics and Adobe Target, Vodafone implemented audience segmentation, A/B and multivariate testing, in‑app banners, push notifications, and targeted offers (for example, top-up incentives and usage alerts). The Adobe Analytics-driven solution delivered measurable results: 422,000 app downloads, about 200,000 monthly and 50,000 daily active users, higher engagement than Vodafone apps in other markets, and improved customer satisfaction and brand loyalty.

Vodafone

Brian Coris

Head of Digital