Vodafone Germany unifies marketing insights to make faster, more informed decisions

The Challenge

As one of Germany's largest telecommunications providers, Vodafone Germany serves more than 29 million mobile customers, nearly 11 million broadband customers, and more than 13 million TV customers.

The ability to view performance across paid, owned, and earned media in one place has helped us create greater alignment and focus on what matters most: improving campaign effectiveness.

Diana Luckow

Senior Digital Media Manager

Vodafone

The telecommunications company operates in a highly sophisticated campaign environment with significant media investment, where boosting content is the standard rather than the exception. As a result, campaign performance data spans paid, owned and earned channels, creating a fragmented reporting landscape that requires multiple data sources to gain a complete understanding of campaign performance and align stakeholders around a shared set of metrics. 

The company needed a way to consolidate reporting across channels, improve transparency, and give teams faster access to the information needed to optimize campaigns and make informed investment decisions.

The Solution

Vodafone turned to Sprinklr Marketing to unify reporting across paid social, organic social, earned media, and broader digital marketing activities. Today, teams across Digital Brand, Owned Social Media, External Communications, and other business functions use Sprinklr reporting to measure and evaluate approximately 10 to 15 integrated campaigns each year. By providing a consistent view of performance across channels, Sprinklr helps teams align on results and evaluate campaigns more efficiently.  

Turning insights into action

That visibility proved particularly valuable during Vodafone Germany's Christopher Street Day (CSD) campaign. Vodafone participated with parade floats in various cities. 

“Ahead of the events, we promoted the activity regionally through paid social campaigns, and on the following business day we extended the campaign through owned social content,” explains Diana Luckow, senior digital media manager at Vodafone. 

With activity spanning multiple cities and coordination across Digital Brand and External Communications teams, Vodafone needed a clear understanding of how paid and organic content were performing. Using Sprinklr's unified reporting environment, teams could view campaign KPIs in one place and quickly assess whether organic content was generating enough momentum on its own or if additional paid amplification would be beneficial. 

“The key benefit of the unified reporting setup is that it allows all stakeholders to quickly assess the performance of both the paid and organic content in one place,” says Luckow.

The Outcome

By bringing campaign reporting into a single platform, Vodafone Germany has streamlined reporting processes and improved visibility across teams. With reporting consolidated in one place, teams spend less time gathering data and more time analyzing performance and optimizing campaigns.  

• Reduced reporting preparation time by 50%. Teams spend less time preparing reports and more time analyzing performance and identifying opportunities for optimization. 
• Increased transparency across teams. Teams across Digital Brand, Owned Social Media, External Communications, and other business functions can access and share reporting from a single platform, improving transparency and alignment. 
• Enabled faster, more informed decision-making. Teams can evaluate performance more quickly and make faster decisions about optimization and media investment. 
• Scaled reporting across integrated marketing campaigns. Sprinklr supports measurement and reporting for approximately 10 to 15 integrated campaigns annually, helping Vodafone Germany maintain consistent performance visibility across initiatives. 

"When teams are working from the same data, conversations become more productive and decisions happen faster,” says Luckow. “The ability to view performance across paid, owned, and earned media in one place has helped us create greater alignment and focus on what matters most: improving campaign effectiveness."