The more we know, the more we can help

Big data might be a touchy subject to many, to some it's their daily work. VodafoneZiggo explains what we do with customer information (only if customers approve) and which possibilities lie beneath those piles of data.

VodafoneZiggo is progressing towards a data-driven business model. "Putting data centre stage, is putting the customer centre stage", Aziz Mohammadi, director Advanced Analytics, concludes.

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Uncovering the magic of design and the maths of data

Katja Sizova, director Digital, VodafoneZiggo

Imagine everything was custom made for you. Every shop you walk into would only sell clothes in your size, the grocery store would have all your favourite food on the same shelf, every website you visit would present information exactly the way you like it. Sounds like science fiction? Actually, it’s largely a reality in the digital world.

How to design something like that?
When I was a child, the word 'design' sounded equivalent to magic, only accessible to humans with super powers, far beyond my reach. So instead, I went studying mathematics, as it was fun, rewarding for the brain, even if not that popular back in the days. Today, in the digital age, creative design and mathematical data driven models are the essentials of a good customer experience.

So how does it work? In the physical world, we create objects. Once a design is finished, the object is seen and experienced the same way by anyone interacting with it. Pretty much during the entire lifetime of the object. Even though we customised it to the taste of its owner, including colours, textures, sizes, etc., the object itself stays the same.

However, this is not the case with digital designs and customer experience. Messages, images, interactions we have on websites, social media tools and apps are designed to accommodate our tastes, and therefore differ from one person to the other, evolve in time and are adjusted to the context and geo location.

For example, at VodafoneZiggo, we are fully focused on this new experience. Already today, the customer can choose which information he likes to share with us and opt in for various updates. For instance, if we determine that a customer is a Formula 1 fan, we can offer him relevant sport related content and just the right deal to follow his favourite drivers on the go, communicating via his favourite digital channel (including social, search, display ads and app notifications), alerting him about the races etc - all about enriching life through the power of digital.

So, the online experience is designed around personal preferences, implemented on non-stop evolving digital technologies and heavily relying on mathematical models. We create the right mix of data to determine the right action, right time, right place for that particular person. And of course, it’s important to only use the data that customers choose to share. Digital design is truly an intersection of creativity, tech and data.

And we all collectively can design a much better digital lifestyle! That's why we partner with Master Digital Design as well as the University of Amsterdam Business School, and submit research projects for students to work on. As a part of Dutch Design Week 2018, we post a design challenge in a Creative Jam for young talents to think with us.

Katja Sizova, Director Digital, VodafoneZiggo



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