Vodafone: consumer acquisition at scale
Orders in Vodafone's free-SIM acquisition programme came through different journeys. The LeadScale Engine™ brought the submitted data together, checked it and coordinated its onward route.
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- A shared point of ingestion:data from the acquisition routes met consistent rules.
- Several routes in:organic, paid-search, affiliate and checkout journeys supplied customer and order data.
- Outcomes returned:downstream information came back to the Engine for reconciliation, reporting and further processing.
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The LeadScale Engine brought customer and order data from Vodafone's acquisition journeys into a central processing flow. It applied programme-specific checks before routing approved records to downstream systems. Rejected and exception records followed agreed business rules, while outcome information returned to the Engine for reconciliation, reporting and further processing.
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Different journeys feeding the same programme
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Vodafone's consumer acquisition programme received orders through organic, paid-search and affiliate journeys. Data came from LeadScale-hosted capture forms, forms on Vodafone's own domain and a paid SIM-order checkout.
The submitted data needed checking for quality, fraud risk, fulfilment eligibility and repeat-order behaviour before passing to downstream systems. Those checks had to work across the sources feeding the programme.
The work also involved several internal platforms and external providers. Receiving an order was only the start: its processing outcome determined where it should go next, and downstream information needed a route back.
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Check, decide and coordinate the next step
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On this programme, the Engine brought the work into a shared flow:
- Receive the data. Acquisition journeys fed a consolidated point of ingestion, with consistent rules applied regardless of source.
- Check the details. The flow validated and verified submitted data, including address verification against the UK Postal Address File.
- Apply the programme controls. These included proprietary fraud and form-abuse detection, name and brand-protection filters, and controls on fulfilment and repeat orders.
- Determine the route. Automated checks against the programme's business rules informed whether a record was accepted, rejected or sent for further review. On this programme, a person re-checked records where additional review was required.
- Deliver and reconcile. Approved records went to the appropriate downstream destination. Rejected and exception records were handled according to agreed business rules.
Data distribution used configured file-based and system-to-system integrations. Outcome information returned to the Engine for reconciliation, reporting and further processing, connecting the onward delivery with what happened afterwards.
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Before an order reached fulfilment
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The key decision sat between receiving an order and sending it onwards. A record's route depended on more than whether its fields were complete: the programme also checked fraud risk, repeat-order behaviour and eligibility for fulfilment.
The Engine provided the central place for those checks and the subsequent routing. Orders arriving through different acquisition journeys could be processed against consistent rules, while approved records were distributed to the systems involved in the next step.
Delivery was part of a continuing flow: outcome information came back from downstream systems for reconciliation and further processing.
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“It's a very quick way to get leads and orders in. It would have been really difficult as a large organization. LEADSCALE brings me a lot of flexibility, the opportunity to act quickly and the ability to get more value out of every lead.”
Linda Palmen, Vodafone.
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The platform behind the programme
Our LeadScale Engine page explains how the platform sits between incoming data and the systems that use it. The lead validation page describes the checks that can form part of a programme's processing flow.
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Coordinating acquisition across several systems?
Tell us where customer and order data enters your programme, what needs checking and which systems use it next.