Press release

Vodafone optimizes digital advertising with AI-based co-pilot from Nexoya and increases revenue by 13 percent

By combining cross-channel budget optimization and the new Nexoya function for simulating business scenarios, Vodafone Italia has simplified its budget planning. At DMEXCO, the company showed how it has successfully optimized digital marketing and increased sales with the help of AI.

Zurich, Berlin, Milan, 25 September 2024 – Nexoya ltd offers advertisers a platform that uses artificial intelligence to optimize digital multi-channel campaigns. The technology enables marketers to simulate cross-channel digital activities, test business scenarios, and predict and manage investments. At DMEXCO on September 18, 2024, Vodafone demonstrated how the marketing team uses AI technology to simulate sales and margins and strategically plan and manage digital advertising investments. Emiliano Bozzi, Head of Digital Marketing and Data Strategy at Vodafone Italia, reported how he simplified short and medium-term budget planning and increased sales by 13 per cent by combining budget optimization and scenario simulation.

Vodafone Italia was confronted with demanding challenges: The dynamic market of the telecommunications industry is characterized by intense competition. This results in very high digital sales targets. Marketing advertises the two product divisions fixed-line and mobile, via a total of ten to 15 channels, as well as affiliate programs and comparison portals. Constantly changing requirements means that the marketing team has to continuously adapt and optimize a wide range of digital marketing channels. Emiliano Bozzi says: “In order to operate successfully under these conditions, we adjust targets, channels, prices and budgets four to five times a month. This regularly led to noticeable reactions from our customers and many planning cycles in management.” Using an AI-based solution, Vodafone’s marketing team wanted to determine the most effective allocation of its marketing budget across different channels to increase revenue and overall sales, but also to test different scenarios. A key objective was to ensure all channels worked seamlessly together to maximize revenue growth.

Nexoya’s scenario simulation enables exactly that: business scenarios can be simulated with cross-channel campaign structures and portfolios by using AI to predict key performance metrics such as return on ad spend (ROAS), the number of new customers or the cost per new customer.

This makes it possible to show, for example, what effect a reduction or increase in advertising expenditure by, say, ten percent would have next month. Or how much budget would be required to achieve a ROAS of 275 percent. By using AI, various results can be visualized. Marketing managers can then choose the best way to achieve their goals.

Vodafone Italia tested the AI-based co-pilot
Vodafone Italia’s marketing team has combined Nexoya’s budget optimization and scenario simulation capabilities to simplify its short and medium-term budget planning with the AI-driven co-pilot. The telecommunications company used Nexoya’s AI models for digital ads to predict and simulate business scenarios for timely budget reallocation. These AI models provide predictive figures on revenue, ROAS, cost per action (CPA) and diminishing returns across all channels. Marketing also gains deep insights into the saturation effects of channels and campaigns. Thanks to Co-Pilot, Vodafone Italia has significantly simplified its planning cycles and significantly improved responsiveness within the organization. At the same time, the efficiency of the entire process has been increased. In addition to performance improvements, Nexoya’s automated allocation of cross-channel budgets has streamlined Vodafone Italia’s complex workflows and freed up valuable time for the team to focus on strategic tasks. In addition, the data-driven insights provided enabled more informed and effective decisions to be made.

Marco Hochstrasser, co-founder and CEO of Nexoya: “Our scenario simulation is the most significant innovation since Nexoya was founded. Marketing experts tell us: ‘This is absolutely brilliant, when can I have it? They now get a simulation across all digital performance channels, cross-channel budget recommendations that have been proven to generate up to 74 percent more revenue and automated budget adjustments with 20 to 40 percent less operating costs. Instead of tedious spreadsheets, they now use intelligent, automated budget simulations.”

Vodafone Italia is part of the Vodafone Group, one of the world’s largest telecommunications groups with 362 million customers, including 115 million mobile and 25 million fixed-line customers. Vodafone is represented with mobile networks in 22 countries and has partnerships in 42 other countries. Vodafone also offers fixed-line services in 17 markets.

Further Information

Vodafone success story: 13 percent increase in revenue through cross-channel orchestration based on advanced A/B testing
www.nexoya.com/case-studies/achieving-a-13-sales-uplift-through-cross-channel-orchestration-based-on-advanced-a-b-testing/

The AI-driven scenario simulation from Nexoya
www.nexoya.com/scenario/

Infopager Szenario-Simulation
www.nexoya.com/wp-content/uploads/2024/06/Nexoya-Scenario-Simulation-infopager.pdf

Image material

Emiliano Bozzi, Head of Digital Marketing and Data Strategy at Vodafone Italia, and Marco Hochstrasser, CEO at Nexoya, showed at DMEXCO how they optimize digital advertising with Nexoya’s AI-based co-pilot (Photo: Nexoya).
Download: www.nexoya.com/wp-content/uploads/2024/09/Emiliano-Bozzi-Marco-Hochstrasser-DMEXCO-2024-scaled.jpg

Emiliano Bozzi, Head of Digital Marketing and Data Strategy at Vodafone Italia, and Marco Hochstrasser, CEO at Nexoya, showed at DMEXCO how they optimize digital advertising with Nexoya’s AI-based co-pilot (Photo: DMEXCO).
Download: www.nexoya.com/wp-content/uploads/2024/09/Master-class-DMEXCO-2024-scaled.jpg

At DMEXCO, Vodafone Italia showed how the company has successfully optimized digital marketing and increased sales with the help of Nexoya’s AI technology (Photo: Vodafone Italia).
Download: www.nexoya.com/wp-content/uploads/2024/04/Vodafone-success-story-image.jpeg

The scenario simulation in the demo account: Overview of various scenarios and key performance indicators. Graphic visualization of the correlation between budget and revenue (Graphic: Nexoya).
Download: www.nexoya.com/wp-content/uploads/2024/06/Scenario-simulation-demo-scaled.jpg

The scenario simulation in the demo account: Comparison table of the different scenarios and their key performance indicators (Graphic: Nexoya).
Download: www.nexoya.com/wp-content/uploads/2024/06/Scenario-simulation-compare-scenarios.jpg

About Nexoya

The marketing analytics company Nexoya Ltd., based in Zurich and Berlin, has been implementing automated analyses for the digital marketing of medium-sized and large companies since 2018 – in a user-friendly and data protection-compliant manner. The “nexoya Marketing Analytics” SaaS platform uses machine learning to optimize multi-channel marketing campaigns: For this purpose, the solution aggregates key figures from different channels such as Google Ads, Meta or LinkedIn, presents them clearly and takes over the monitoring of the key figures. Nexoya then optimizes the campaign budgets based on the data collected and using artificial intelligence (predictive analytics). The solution relieves marketing teams of routine operational tasks, simplifies automated data-driven decisions and reduces marketing costs by up to 30 percent. Nexoya only collects non-personalized data that is stored in certified Swiss data centers. Its customers include well-known companies such as Yuh, Generali, Zürcher Kantonalbank, Vodafone Italia and bike-components. www.nexoya.com

Press contact
Sabrina Ortmann, Nexoya
Phone: +49 30 549 092 40
E-mail: press@nexoya.com