Vodafone has successfully established Tealium AudienceStream as a central data orchestration platform across web, app, and CRM. With this foundation in place, the opportunity now lies in extending this capability with Intent Edge to capture deeper, real-time, and context-rich behavioural signals—especially valuable in a telco environment where churn, upsell, and service quality are tightly linked to network experience.
Intent Edge helps uncover the “why” behind the “what”, whether a user is a churn risk contract customer, a high value data roamer, or an upgrade ready SIM only subscriber. Even in signal poor environments, Intent Edge infers high fidelity motivations, enabling Vodafone to optimise targeting, reduce acquisition cost, and drive ARPU with smarter, context aware offers – with all messages delivered at the optimum time based on handset behaviours, typically delivering 50%+ CTR improvements.
By embedding the Intent Edge SDK alongside Tealium, Vodafone can capture signal strength, sensor data, and app-level interactions directly from devices. These privacy-safe signals are modelled on-device to infer motivational traits, network satisfaction, and churn risk—all in real time. This enhances AudienceStream’s segmentation and personalisation with predictive, context-aware insights while aligning to Vodafone’s strategy around AI, real-time engagement, and unified data architecture.
Crucially, the Intent Edge SDK also enables real-time in-app engagement at the most contextually relevant moment—known as “best moment to engage”. This functionality dynamically triggers content or messages when users are most receptive, based on their live device and behavioural signals. It typically delivers 2x–6x increases in click-through rates and 2x–3x increases in conversion rates, turning passive moments into high-impact engagements.
Vodafone’s CDP strategy is already driving measurable gains across B2B and B2C use cases, including:
Yet a key gap remains: insight into real-world user context and experience, particularly in data-sparse environments or when offline. Intent Edge fills this gap by providing:
This enables Vodafone to deliver smarter, moment-aware engagement while feeding real-world inputs into its AI and segmentation models.
These enriched intent signals flow into Tealium EventStream and are mapped into Visitor Attributes in AudienceStream for use in:
The integration is privacy-first, fully consent-aware, and aligns with Vodafone’s goal of 100% real-time data coverage by FY26.
Intent Edge is architected to align with Vodafone’s data governance and regulatory requirements:
This ensures data usage remains compliant while unlocking rich behavioural intelligence.
Activating messages with optimum behavioural context, at the best moment, to deepen relevance and engagement.
Value: A self-improving data layer that supports Vodafone’s roadmap to embed real-time nudges and API-driven customer journeys across sales and service.
Today: AudienceStream activates segments across paid media, onsite, and CRM channels.
With Intent Edge: Campaign outcomes (clicks, uninstalls, conversion) feed back into Intent Edge models to optimise future targeting and intent scoring.
This approach aligns with Vodafone’s architecture vision of a unified data lake on GCP, where CDP becomes the transformation and activation layer. Intent Edge enhances this by enriching customer context directly at the edge—ready to feed into AI workbenches, call centre tooling, or onsite experience platforms like Medallia.
Getting a strong return on investment for your marketing activities shouldn’t be just about signing telecoms customers up for higher-tier plans or new services. In this sector, ensuring existing customers also feel engaged with their provider is also vital for long-term success.
This event is the only North American event to focus exclusively on smart strategies, technology innovations, and business opportunities for carriers within the mobile world.
In light of becoming I-COM members, Intent HQ will be attending the I-COM Summit Experience 2022, which will be hosted in Costa Brava, Spain, on the 6th-9th of June.
Retaining loyal customers needs to be a top priority for any communication service provider (CSP). Churn rates in the industry remain high – at around 22 percent a year – and seeing as it costs up to four times more to acquire new customers than retain existing ones, anything you can do to boost the […]