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Session: iNsights & Solutions

Vodafone UK: Ingest, Manage, Store, and Process Customer Events

Date and Location



  • Russell Welton
    AOM Design Authority
    Vodafone UK
  • Sameer Prakash
    Chief Technology Officer

Vodafone UK has identified that data is the lifeblood of an always-on marketing/decisioning solution. Providing the ability to listen, process, respond to, and store customer- and system-generated events is central to the enterprise’s implementation. Vodafone used Pega’s utilities and toolkit to automatically listen to multiple (simultaneous) sources of event data, through batch (file-based), real-time (API-based), and streaming data feeds. The feeds are processed and aggregated in real time based on event-handling rules through Pega Event Strategy Manager. 

With Pega’s UI toolkit, the brand implemented business friendly portals to manage the events through different technical capabilities. Hear how Vodafone UK implemented this solution to determine customer intent across channel touchpoints by using a natural-language-based selection in IVR, as well as customer browsing behavior from website and app, traffic usage, and customer events, such as abandoned baskets, data exhaustion, and leave requests.


AI and Decisioning Customer Engagement Digital Transformation Personalized Customer Experiences

Product areas

Customer Decision Hub Marketing


Communications Service Providers

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