Vodafone's legacy analytics implementation was inflating app penetration metrics by 30-40%, with no performance baseline and no way to personalize. In a 2-month sprint, I rebuilt the tracking foundation on Adobe Analytics, embedded on-site with the app team in Egypt.
Role Led the Adobe Analytics rebuild — gap analysis, data schema contracts, and on-site delivery with the app team
A legacy tracking implementation was inflating Vodafone's app penetration metrics by 30-40%, undermining every downstream product decision.
The legacy implementation systematically inflated user counts, distorting the picture of true app adoption.
Without reliable performance metrics, the product team had no baseline to measure improvements against.
The app had no product analytics layer capable of supporting A/B testing or personalized experiences.
Before any test could run, the new tracking had to be specified, built into the app, and shipped — all inside a two-month window.
Without a shared data schema, Adobe Analytics couldn't be wired into the app's event structure.
Coordinating agile delivery with a 4-developer app team required on-site presence in Egypt to keep pace.
The gap analysis, schema design, and implementation all had to land inside a 2-month deadline.
A single data consultant embedded with a 4-developer app team in Egypt, running an iterative cycle from gap analysis to A/B-ready tracking.
Performed a gap analysis to quantify how the legacy implementation was inflating app penetration metrics.Adobe Analytics · audit
Set up data schema contracts defining the events and properties the app team would implement.Data schema · contracts
Traveled to Egypt to coordinate agile delivery directly with the 4-developer app team, closing feedback loops in person.On-site · agile
Went live within 2 months and enabled A/B testing on top of the new accurate tracking foundation.A/B testing · go-live
Standardized data and analytics tracking now gives Vodafone a trustworthy view of digital adoption across its ~19.5M user base, with A/B testing and behavioral targeting built on top.
Accurate event data opens the door to segment-based, behavior-driven app experiences.
The data schema established with the app team becomes the standard for future instrumentation work.
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