Vodafone Connects Data From Every System Into One View of Its Online Sales Funnel
Addvery connected Vodafone's data from many systems into one online sales funnel, from first marketing touch to activation, giving management a single view of every stage.
Vodafone Czech Republic, part of the global Vodafone Group, provides mobile, internet and TV services to millions of consumers and businesses.
Addvery connected Vodafone's data from many systems into one online sales funnel, from first marketing touch to activation, giving management a single view of every stage.
Plenty of data, many answers, no single funnel
The more a business measures, the harder it gets to see the whole picture. Each team builds reports for its own questions. Every report is accurate, but they aren't connected to each other.
Vodafone generates rich data across its systems. Every department had detailed reports tailored to its own work, which is a sign of a mature, data-driven organisation. The missing piece was one thread running through them all: a single view of how a visitor becomes an active customer.
- Customer journey data was captured by many systems and stored in different databases.
- Reports were built department by department, each detailed, none showing the full lead lifecycle.
- Without one shared definition of each stage, root-cause analysis at a specific step was hard.
- Management wanted the key numbers in one place, without having to assemble them.
Drawing one funnel every team can read
Six stages, one definition
It started with a two-week health check that mapped how data flowed and how reports were actually used. The team then drew the whole online sales process and defined each stage from both the business and the data perspective. The result was a six-stage customer journey that starts with a web visit and ends with activation.
One datamart behind every stage
The hardest part was bringing it all together, because each stage lived in a different system. Addvery built a datamart that consolidates the data per user and covers every important step of the customer journey.
A view for managers, a view for power users
On top of the datamart sits an application with detailed reports:
- A general management view of the whole funnel
- Specific perspectives shaped together with individual power users
Stage 0: where the journey really begins
Vodafone knew that a sale starts well before the website visit, with performance marketing and other communication. So the funnel gained an extra stage, Stage 0. It captures marketing activity and shows how it drives web traffic and final activations.
One funnel, from first campaign to activation
Key benefits
- Full online sales process visible in one tool
- Funnel stages unified across departments and systems
- Marketing activity measurable within the customer journey
- Instant access to insights through dashboard views
Everyone reads the same numbers
With shared definitions for each stage, the Online, marketing and sales teams all look at the same funnel.
Root causes, not just symptoms
With every stage connected, a drop at any step can be traced to exactly where it happens.
Marketing joins the funnel
Stage 0 shows how campaigns feed web traffic and, ultimately, activations.
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