Case Study: Telefonica | Vivo boosts direct marketing revenue with IBM Unica

Telefonica | Vivo - Customer Case Study

Telefonica | Vivo, the largest mobile telecommunications provider in Brazil, faced a challenge with ineffective and costly marketing. Their manual processes, managed by over 30 vendors, led to generic campaigns that caused customer contact fatigue. They needed a smarter, closed-loop system to use customer behavior for targeted marketing and turned to IBM, implementing the IBM Unica marketing platform.

IBM's solution used detailed customer profiling, call data analysis, and predictive modeling to enable highly personalized communications. This allowed Telefonica | Vivo to send timely, relevant offers via text and email. The results were significant: IBM helped increase direct marketing revenue by 30%, multiply sales by five times on campaign launch days, boost customer opt-in rates by 70%, and reduce campaign operating costs by 80%.

Telefonica | Vivo

Leandro Andrade

Director of Business Intelligence