Vodafone: consumer acquisition at scale
Orders in Vodafone's free-SIM acquisition programme came through different journeys. The LeadScale Engine brought the submitted data together, checked it and coordinated its onward route.
- 2,409,742data events a year on the programme, as an annual average.
A shared point of ingestion
Data from the acquisition routes met consistent rules.
Several routes in
Organic, paid-search, affiliate and checkout journeys supplied customer and order data.
Outcomes returned
Downstream information came back to the Engine for reconciliation, reporting and further processing.
The challenge
Vodafone's consumer acquisition programme received orders through organic, paid-search and affiliate journeys. Data came from LeadScale-hosted capture forms, forms on Vodafone's own domain and a paid SIM-order checkout.
The submitted data needed checking for quality, fraud risk, fulfilment eligibility and repeat-order behaviour before passing to downstream systems. Those checks had to work across the sources feeding the programme.
The work also involved several internal platforms and external providers. Receiving an order was only the start: its processing outcome determined where it should go next, and downstream information needed a route back.
What LeadScale did
On this programme, the Engine brought the work into a shared flow:
- Receive the data. Acquisition journeys fed a consolidated point of ingestion, with consistent rules applied regardless of source.
- Check the details. The flow validated and verified submitted data, including address verification against the UK Postal Address File.
- Apply the programme controls. Checks covered field completeness, proprietary fraud and form-abuse detection, name and brand-protection filters, fulfilment and repeat orders.
- Determine the route before onward delivery. Automated checks against the programme’s business rules informed whether a record was accepted, rejected or sent for further review. On this programme, a person re-checked records where additional review was required.
- Deliver and reconcile. Approved records went to the appropriate downstream destination. Rejected and exception records were handled according to agreed business rules.
Data distribution used configured file-based and system-to-system integrations. Outcome information returned to the Engine for reconciliation, reporting and further processing, connecting the onward delivery with what happened afterwards.
“It's a very quick way to get leads and orders in. It would have been really difficult as a large organization. LeadScale brings me a lot of flexibility, the opportunity to act quickly and the ability to get more value out of every lead.”
Linda Palmen, Vodafone.
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