End-to-end data and analytics for a mobile MVNO

Services

Data Engineering, Data Enablement, Customer Lifetime Value (CLV) Modelling, Churn Reduction, Cost Modelling, Data Insights

Challenge

Mobile by Sainsbury's was a joint venture between Vodafone and Sainsbury's. They were a fresh start up and received very detailed, but not organised data. As a start up in the value end of PAYG mobile, their needs were to understand and manage their base, promotions and general commercial performance of the business.

Proposal

We offered them a full end-to-end, multi-skill set service to take everything from raw data received from the operator, transform it to a usable customer dataset and begin creating initially their performance MI (such as channel effectiveness, proposition/pricing performance for acquisition, margin and retention) to allow the business to improve their commercial performance. Once this was stable, we transitioned into base analytics and predictive modelling to drive early life churn and extend CLV. We did this by deploying a number of experts in a very flexible resourcing model, providing a small start up with industry technical expertise beyond their usual reach and swapping in and out when needed. This was a highly optimised cost model for the client and we remained with them until they closed down the JV as Vodafone decided to exit the market.

Team

Programme Manager, Principal Analytics Consultant, Senior Data Consultant, Senior Data Visualisation Consultant

Outcome

Optimised cost models, very good and improving churn performance, a steady growing business in a promiscuous market. Commercially it was performing better than expectations and we were all surprised when the parent companies decided to close it.