Find out our latest projects in Big Data and Artificial Intelligence
Understanding mobility in Alcalá de Henares
Thanks to Big Data, the City Council of Alcala de Henares can understand the real time travel behavior of visitors and citizens in the region and can therefore make more informed decisions in respect to tourism and city mobility.
Big Data for OOH advertising, achieving an audience-based sale
Thanks to Big Data and the insights extracted, Exterion Media has obtained relevant information to better identify its clients' target audience and design high-impact campaigns throughout the London Underground network to reach people on the move.
Selection of points of sale for the expansion strategy
Thanks to the Big Data LUCA Store solution, Benjamin a Padaria, the bakery chain in Brazil, in the midst of its expansion strategy, has been able to ascertain the movement flows and purchasing power of potential customers in certain regions in order to open new points of sale in line with the commercial strategy.
Discovering use cases in fight against gender violence
Our consulting services have collaborated with the Ministry of Equality of Spain to define and prioritize use cases that improve the functional and operational capacities of the public body to fight against gender violence.
Artificial Intelligence to achieve business objectives
Thanks to LUCA's Big Data and Consulting and Analytics services, Mahou San Miguel, whilst undergoing a digital transformation process in its Marketing department, was able to elect a common language strategy among its employees and predict which strategies will be most effective in achieving its business objectives.
Big Data to improve the quality of life in the favelas
Thanks to the collaboration of the University of Sao Paulo and the Crowd Analytics solutions of LUCA, we have been able to better understand the demands of urban mobility in Paraisópolis, an area of favelas in Sao Paulo, to ensure quality urban planning for the entire city.
Bringing Iberia's tourist destinations closer to travellers
Thanks to Movistar Living Apps, customers can access information and content from Movistar + to find out more about their next holiday destination. This helps Iberia bring valuable content to make a positive impact on the customer and improve their shopping experience.
We increase the loyalty of customers
Thanks to the Big Data solutions of LUCA, Almacenes TIA in Ecuador can obtain very valuable information about their clients; such as their behaviour within specific areas, their average flows, their socioeconomic level or the frequency of their visits. All of this helps in making decision on where to open new stores as well as improving the user experience at their points of sales and with products more suitable to their needs with the objective of increasing customer loyalty.
Optimising distribution with advanced segmentation
PepsiCo found increased performance of one of its key distribution channels in Spain using Big Data. LUCA responded to these needs from an analytical point of view, generating actionable results on a business level. Thanks to the resulting insights of the analytical projects, their interpretation by the business and their integration in the decision making process, PepsiCo has been able to achieve better management of their resources leading to the results seen.
Data Rewards: Connecting the brand with its clients through rewarding them with data packages
The multinational Mondeléz International opted for the Data Rewards solution in its offline version through its global brand of snacks, Social Club, present in more than 5 countries. During their campaign “Perdeu, parou” the brand offered additional connectivity to those who bought a pack of their biscuits and registered on the promotional web page with the activation code found on the pack. In total, more than 48,000 people were rewarded with an average of 660 people every day.
Employability map for Spain
By capturing information from external sources, the Fundación Telefónica Employment Map allows us to know in detail which skills and professions are most in demand in each Spanish province.
LUCA Messaging: "Free Ice-cream anyone" Campaign
Ben & Jerry’s campaign has been promoting Ben & Jerry’s new core flavors and offering customers a chance to get some free ice-cream. Customers simply had to click on the URL provided and check out when and where ‘the core flavors’ would be ‘on tour’. We saw a whopping click-through rate of 6.4%.
Intelligent management of Pig Farms
Thanks to the Consulting and Architecture services, a new Big data infrastructure has been developed for InfoPorc to improve how the company manages its information and operations to introduce a series of use cases focused on the needs of the business.
Positioning Bank's Centre of Excellence closer to the Millenials
Our Business Insights solution has been adopted by Banco del Pacifico to provide insights, informed by mobile data, of its target audience in order to locate prime spots to place its learning centers, from which the intended user profile will benefit.
Optimization of management processes for Navantia
Our Consulting services have collaborated with Navantia to deliver a Big Data consultancy project which identifies advanced analytical use cases from the data to apply within its different areas of activity, adding value to the company.
Digital transformation within the company
Our Consulting and Analytical solutions have collaborated with Naturgy to provide them with an assessment informed by Big Data to identify analytical use cases that will help them achieve a successful digital transformation.
Optimization of Iberostar tourist hotel services
Thanks to LUCA Tourism and Smart Steps, we have collaborated with Iberostar to provide Big Data insights on their current and possible clientele to optimize geomarketing and eCommerce processes, adding value to the different areas of the company.
LUCA Transit: optimising Highways England's transport plan
We worked closely with Highways England to obtain data from the mobile network more accurately, securely and economically. This improved data processing and more accurate insights have enabled the company to improve decision making and infrastructure planning in the UK.
SMASSA Big Data Strategy Definition
Thanks to the Consulting services, a Big Data strategy has been developed for SMASSA; including Digitization, Operational Efficiency, Sustainability and External Monetization, in order to improve the parking problems that exist in Malaga, providing a quality service to users.
Data Rewards as the star format in 9 digital campaigns
Banco de Crédito de Perú has opted for the Data Rewards format to generate brand awareness about its new digital product, with the aim of building a digital brand image and encouraging traffic in its app. What has resulted in greater engagement with the audience and greater conversion, with more users interested in registering the new service offered by the bank.
Digital transformation at the company
We supported Repsol in its digital transformation process using Big Data technologies and Artificial Intelligence techniques within different areas of the company; from projects that seek predictive maintenance of processing equipment, improving the quality of the manufactured product, to improving customer knowledge or predicting market behaviour in order to optimise internal processes.
Brandlift Study Demonstrates Effectiveness of Data rewards Format
Following the completion of the Royal Milpa campaign using the Data Rewards format, a Brand Lift study has been carried out with the aim of measuring the effectiveness of the campaign, identifying whether it contributes to brand awareness, assessing whether it is memorable and communicates the most relevant associations of the brand and, finally, determining whether the campaign shows a intent to purchase.
Boosting Peru's Tourism sector thanks to LUCA Tourism
We supported Promperú in its development project of Tourism in Peru by using Big Data technologies and Artificial Intelligence techniques in order to better understand the flow of tourists to the area by analysing many variables. From the project we were able to segment popular destinations by tourist type, providing valuable information to optimize the commercial sector and lead to the sustainable growth of tourism in the area.
Elaboration of the MOOC "Big Data without mysteries".
We supported IDB in the launch of their Big Data MOOC in Spanish which explains the basics of Big Data. The MOOC, pioneering for its format and language which is organized into 6 online modules, covers many business skills. Operating primarily in Latin America, IDB wanted to make Big Data and AI technologies accessible to the general public and with the help of Telefonica, has successfully begun the initiative.
LUCA Tourism: Moto GP and Formula 1 Tourism Insights
The City of Granollers wanted to know the tourist impact of the Formula 1 and Moto GP races at the Montmeló circuit on the area. We provided them with origin and demographic insights so they could optimize their strategy to attract more visitors and for longer periods in the future.
LUCA Tourism: Analysing Visitors at the Royal Palace in Madrid
We worked with the Spanish National Heritage agency on a project for the Royal Palace in Madrid, helping them understand the behaviour of national and international tourists during the 2014 and 2015 Christmas seasons in addition to comparing the tourist profiles going to their sites and other important tourist destinations.
LUCA Tourism: Analysing the Girona Flower Festival
The City of Girona wanted to get more demographic data and know the origin of national and international tourists at the annual “Temps de Flors” festival. For two editions, LUCA Store offered them insights from a much larger sample than can be achieved with traditional surveys as well as must faster, thereby optimizing their marketing strategy to attract more tourists in later years.
LUCA Tourism: Getting to Know the Las Fallas Tourists
We worked with the City of Valencia to help them better understand the tourism the city receives during the Las Fallas festival. We viewed our mobile data insights with CARTO. Our analysis made it possible to compare the number and demographic profiles of visitors between 2014 and 2015, which provided very relevant information on national and international tourist attraction. Moreover, we also analysed how people move around the city during the event.
LUCA Tourism: Planning the Balloon Festival Event
In collaboration with Telefónica Mexico, we conducted a study with LUCA Tourism to better understand the population’s movement and profile and attract tourists to the Municipality of León during the Balloon Festival event from 18th to 21st November 2016. The study produced key metrics such as the tourists’ origin, the identification of the most visited areas and the place of residence of national tourists, thereby optimizing the city’s decision processes for the 2017 festival.
Getting To Know Visitors of the Queen Sofia Museum in Madrid
With collaboration from Telefónica as a patron of the Queen Sofia Museum, an analytical study was done using the “Mercy and Terror in Picasso. The Road to Guernica” exhibit as the starting point. The application of Big Data led to the possibility of exploiting the thousands of data generated by visitors during the exhibit to enhance the museum visitor experience.
LUCA Tourism: Fostering Data-Driven Decisions for the Tourism Sector in Brazil
LUCA, along with Telefónica Business Solutions and the Government of Espíritu Santo in Brazil, worked in this case to extract insights for the city’s tourism sector based on Smart Steps technology and the LUCA Tourism solution. Thus, through this project, the government can understand tourists’ behaviour in the city and establish data-based decision-making processes.
LUCA Tourism: Analysing the Tourist Profile in Spain with INE
For this project, the Spanish National Statistics Institute (INE) combines the data collected from traditional surveys with the insights obtained from mobile data. Thus, INE aims to meet needs that previously could not be covered such as more immediate responses, reducing costs and expanding the information produced with demographic, mobility and origin/destination matrix data to get better profiles of national and international tourists in Spain.
Analysing the Profile and Origin of the People Going to Allianz Parque in Brazil
Allianz Parque in São Paulo wanted to know the origin and profile of the public at two major events - a football match and a concert - in addition to the flows of people throughout the metropolitan area before and after they were held to optimize stadium management and organization. With insights obtained from data analysis and georeferencing maps, they optimized its management, increased visitor satisfaction and mitigated the impact of these events on the surrounding area.
LUCA Transit: Analysing the Transport Demand in Zaragoza
As innovative leaders in urban planning and public transport analysis in Spain, the Zaragoza transport consortium decided to use LUCA data to create matrices to help them determine the city’s transport demand as well as demographic trends.
LUCA Transit: Paraisópolis Mobility Analysis
We worked with the World Bank and the University of São Paulo to gather data from transport passes, mobile app data and data from a list of telecommunications providers to research the mobility patterns of the people living in Paraisópolis, an underprivileged neighbourhood with approximately 5500 residents in the city of São Paulo.
LUCA Transit: Analysing Railway Demand
We conducted a market share study for the railway company East Coast Main. We helped them discover their market share on specific routes between the south and north of the United Kingdom using our analysis methodology. This change from traditional market research to mobile Big Data was very well received by the retention and insights departments.
LUCA Transit: Optimizing Traffic in Newark & Sherwood
The Newark & Sherwook district had a traffic problem that affected people’s routes and had an impact on local businesses. By using anonymized and aggregate mobility data, we offered detailed information on vehicle travel patterns and drivers’ profiles to the District Council and the Highways Agency. Thus, we established a timeline for optimizing the local transport system.
LUCA Transit: A Mobility Plan for Cali
We worked with the United Kingdom Foreign and Commonwealth Office, Atkins, FDI Pacífico, the city of Cali and Telefónica Colombia to evaluate and identify opportunities for the Green Corridor urban renewal project. To do so, we analysed urban mobility through data obtained by LUCA Transit including the quantity of trips made between the areas under analysis and the distribution of travel by time and purpose.
LUCA Transit: Improving Transport Planning
We work with the transport service Jacobs giving them access to aggregate and anonymized databases and allowing them access to data sources in real time. They can determine the routes people in an area take with these data, among other services. This study has helped the company Jacobs advise its customers on the strategy to follow.
LUCA Transit: Monitoring Underground Users in Quito
We work with the Municipality of Quito and the Inter-American Development Bank (IDB) to determine Quito underground users’ behaviours and movements. This is possible with a technology solution known as Smart Steps, a system that uses anonymous mobile data to estimate the movement of groups of people in cities.
LUCA Transit: Optimizing the Highways England Roads System
Highways England is the company responsible for operating, maintaining and improving the road system in the United Kingdom. So, they developed the Trip Information System to make key decisions with greater precision.
LUCA Transit: Optimizing Public Transport in Hamburg
Telefónica NEXT and flinc GmbH have conducted a study on the effects of applying anonymized mobile data to optimize the private transport system in Hamburg. The results obtained were very useful for making smart decisions for transport planning such as the use of shuttles to speed up routes, increase flexible mobility and do it more efficiently.
LUCA Transit: Better Transport Plans in Stuttgart
Ever since it has been collaborating with LUCA, Stuttgart can plan and optimize the city’s public transport routes more. For more efficient planning, we get ongoing information on the general traffic demand from anonymized mobile data sources in real time and then obtain insights. This means better mobility system planning, completing the information obtained from manual surveys over longer intervals and cost savings.
LUCA Transit: Brazil Optimizes its Sustainable Urban Mobility Plans
Several cities and municipalities in Brazil have worked with us to optimize their Sustainable Urban Mobility Plans with our LUCA Transit solution based on Smart Steps technology. With origin and destination matrices created by analysing aggregate, anonymized and extrapolated data, they get mobility flows to design these plans as is the case of the municipalities of Guarujá, Jandira, São Paulo and Votuporanga.
LUCA Account Takeover Protection: Online and Mobile Banking of Lloyds Bank
We reduced the account takeover fraud associated with online and mobile financial transactions verified by sending passwords to a person’s phone. We provided an opt-in service for its customers that allows the bank to do ATO indicator checks, thereby drastically reducing the impact of fraud on the organization.
LUCA Audience: Media Insights from the London Underground
We worked with Exterion Media to facilitate their digital transformation with a data strategy. With LUCA Audience, they went from selling advertising to selling people, obtaining incredible insights from their London audiences.
LUCA Audience: Designing an OOH Map in Brazil
LUCA works with Clear Channel, JCDecaux and Otima to create an OOH advertising map in Brazil. The purpose of the map is to offer metrics and useful tools so communications and advertising agencies and advertisers themselves may plan and assess their OOH advertising campaigns.
LUCA Sponsored Data: Bradesco’s Mobile Banking App
We worked with Bradesco, one of the leading banks in Brazil, to migrate their customers from traditional channels to the bank’s mobile app. Our Sponsored Data product was able to double the number of downloads from 200k to 400k and increase the number of active app users from 10% to 25%, thereby positioning the Brandesco app as the most downloaded app in Brazil.
LUCA Media Planning: Exxon Mobil
Using SMS, missed calls and programming, we segmented Movistar users who travel by road and have a low-range featurephone or smartphone that use roads and maps applications.
LUCA Messaging: Summer Sale at IKEA
Weve identified 2 separate groups of adults over the age of 20 who lived near a selected IKEA store. With the use of a geo-fence around the selected stores, Weve was able to analyse both groups to see the impact of the promotional message on consumers’ behaviour in the store. The average increase at stores participating in the promotion was 32% more visits.
LUCA Programmatic Display and Messaging: Knorr Naturally Tasty Campaign
The goal was to display Knorr recipe cards and get people to buy Knorr’s Naturally Tasty. A retargeting campaign for mothers, mothers of preschool children, professionals who work and families who saw the display advertising with messaging.
LUCA Messaging: New Volvo XC60 Campaign
The campaign focused on communicating the launch of the new Volvo XC60 in CABA and inviting users to find out about the product at the brand’s points of sale. A geolocation campaign was launched in CABA for users with a high socioeconomic level. The format used was a short message that redirected to the brand’s website inviting everyone to go to the points of interest.
LUCA Messaging: Philadelphia Special Promotion Campaign
The project consisted of generating an Opt-In database (with consent) of customers who live near the main Philadelphia product points of sale.
LUCA Messaging: Nike – 50% Discount Promotional Campaign
To communicate the discount promotion during the “Buen Fin” (cheapest weekend of the year) season, Nike sought to reach the largest number of people on the day the campaign was launched. The “Missed Call” format was used due to the mass reach during a certain period of time. The campaign generated more than 18 million impressions.
LUCA Messaging: La Roche Posay Campaign for Skin Check
A geolocation campaign was launched with short messages through Movistar in the Buenos Aires neighbourhoods where the mobile consultation booths were located inviting users to do a check and redirecting them to the website to find out more about the brand’s products. 4.42% CTR rate, 51% brand recall, 20% conversion after check.
LUCA Messaging: Burger King Promotional Campaign – Extra Cheddar Combo
A geolocation campaign was conducted with two formats: Short messages through Movistar Ads and Push Notifications which redirected to the destination pages where the discount coupons were located. It was targeted at a 1 Km radius around Burger King restaurants and a group of male and female adolescents under 18 (the brand’s main target).
LUCA Messaging: Honda CB 125 Twister Campaign
The aim was to generate awareness for the sporty design of the motorcycle among a hyper-segmented cluster of urban users who love motorbikes and extreme sports living in Buenos Aires, Rosario and Cordoba. The campaign made a direct and immediate impact on 16,000 users with 2,600 of those who clicked on the advert redirected to the brand’s website for more information on the launch. Thus, an average CTR of 16% was achieved which is quite well above the industry benchmark of 9%.
LUCA Messaging: HR – V Launch Campaign
The aim of the campaign was to generate awareness for the launch of the new HR – V and for those interested to be able to find out more about the model and schedule a test drive. We created a national campaign with two formats: short messages and interactive messages on different days and at different times in order to guarantee its success. With each of them we achieved 9% CTR - 30,000 contacts and 8% CTR - 30,000 contacts.
Data Rewards: Designing the Brand Notoriety Institutional Campaign
The aluminium company Hydro launched an institutional campaign with the Data Rewards solution in Pará, Brazil in order to emphasize aluminium production and the people’s work in that region all while underlining a commitment to the environment. The campaign had very good results based on the solution that offers customers rewards in the form of small data packages upon watching the campaign video
Data Rewards: Designing the Strategic Campaign for the Release of Pets
The company Illumination Mac Guff based its campaign for the release of the film “The Secret Life of Pets” in Brazil to generate awareness and theatre traffic on a mobile cross strategy using the mobile Data Rewards solution as well as push notifications and geolocation data. The results were quite successful with nearly 500K video views and an impact on more than 165K people, getting 32 times more online advertising results than the average.
LUCA Sponsored Data: Black Friday for Netshoes
Netshoes wanted to promote its mobile app during the Black Friday period, so we decided to help them get a data-oriented vision. We gave Vivo customers access to their app and website without charging their data package for this navigation. Sales increased by 60% in the first few hours of the campaign and mobile visits increased by 176% during the first two weeks of the campaign.
LUCA Store: Strategic Analysis of O2 Locations
We used our LUCA Store product to help O2 UK optimize its commercial presence using Small Cell technology. We provided insights on the frequency at which users visited the shops and produced demographic profiles that helped rethink their opening hours and the shop location strategy.
LUCA Store: Retail Footprint Insights
We worked with Morrisons, a leading supermarket chain in the United Kingdom. We used Small Cell technology for 20 weeks at several of its shops. Our solution made it possible to understand customers’ digitization, shopper missions, the affluence, periodic visits as well as analyse acquisition. In all, we provided a series of insights that are impossible to obtain using more traditional data collection methods.
LUCA Store: Improving Shopping Centre Management
Our team in Ecuador provided a comprehensive solution with three customer information collection tools: LUCA Store to get information on the mobility flows in the cities, 3D counters to identify people entering shopping centres and smart Wi-Fi to locate people inside the shopping centre and identify hotspots.
LUCA Consulting & Analytics: Raising Use Cases
Through the services offered by LUCA Consulting & Analytics, Aki Bricolaje began a project in 2016 raising use cases to improve their knowledge of their customers and adapt measures that would help improve their sales. Aimed at enhanced operational efficiency and generating new sources of revenue, we’ve helped our customer respond to the business challenges faced by the company.
LUCA Store: Planning Store Locations
Natura wanted to open several locations and in order to do so, they wanted to anticipate and understand where the potential areas were as far as users, traffic and demographic profiles. With our Smart Steps platform, we are able to offer information in the city of São Paulo so they can make their own decisions based on data.
Sierra Nevada: The First Smart Ski Resort in Spain
The LUCA Consulting & Analytics department developed this project to determine the possibilities of analysing data to enhance skiers’ experience at Sierra Nevada. To do so, the ski resort users were categorized based on their behaviour on the trails.
LUCA Transit: Mobility Plan for Neuquén
Using LUCA Transit, we helped the Municipality of Neuquén, the area with the densest population in the Argentine Patagonia, gather information on the flows of movement of the people in the city to plan the city’s integrated mobility and design the new public passenger transport system as well as the route for the all-new Smart Metrobus.
LUCA Store: Understanding La Vaguada Shopping Centre customers
We worked with the La Vaguada shopping centre in Madrid to better understand its customers through insights obtained with collaboration from LUCA. Thus, the shopping centre is able to carry out actions like changing the communication policy, adapting to its public in order to meet their objectives and other actions to improve its results.
LUCA Audience: Identifying the Audiences that Travel Near Advertising Mediums in Peru
With insights from LUCA Audience, Clear Channel has launched Clear Targets, a tool that identifies audiences for advertisers in order to design ad hoc marketing campaigns and determine their impact, scope, frequency and the buying intentions of people traveling through the city.
LUCA Transit: Designing the Urban Transport Plan for Lima and Callao
After the project completed with LUCA, AATE (Autonomous Electric Train System Authority) was able to determine the mobility trends and patterns of the people in the city using anonymized mobile data from Telefónica. Thus, they were able to make better decisions to implement a more efficient mass transport plan in the cities of Lima and Callao in Peru to meet their citizens’ needs.
At LUCA, we offer a broad range of products and services based on Big Data and Artificial Intelligence so you can include key technologies in your business strategy.