Vodafone have separate business areas focused on different customer groups, including Youth or High-Value customers. They wanted a deeper understanding of the differing attitudes and mobile behaviors within each of these customer groups.

We Live Context developed four separate segmentations for each of the business areas. This was based on lifestyle variables and current engagement with their mobile devices. Enabling the identification of the lifetime journey a customer will go through.

Easy to use allocation tools and approaches allowed the segments to be mapped back to their customer database. Allowing for targeted proposition development and marketing communications.