Case Study: Vodafone transforms marketing operations and boosts ROI with Merkle

Vodafone boosts ARPU 7% with Merkle

Vodafone, a major European telecommunications company, engaged the vendor Merkle to address the challenge of transforming its marketing approach across its 21 global operating companies. Vodafone needed to boost its ability to engage customers with the right message at the right time, which required not only new technical capabilities but also a fundamental shift in its ways of working and operating model.

Merkle implemented a new target operating model focused on restructuring Vodafone's marketing teams to be agile and cross-functional. This revolutionized approach streamlined decision-making and fostered a more customer-centric culture. The solution was successfully piloted in several key markets and then expanded. The results for Vodafone were significant, including a 7% increase in average revenue per user, a 20% reduction in commission costs, and the delivery of six times more customer propositions. Merkle's work also drove a 34% higher return on investment for the initiative.

Vodafone