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CityFibre
Benefits of Our Transformation
Beyond developed a penetration model to identify high-opportunity locations and customer profiles, enabling CityFibre to focus marketing spend where it will convert.
About CityFibre
CityFibre is a UK digital infrastructure platform operating a wholesale full fibre model with an ambition to reach millions of homes and businesses nationwide. To support growth, CityFibre needed a clearer understanding of what drives penetration performance across different cities and towns.
Results That
Matter
8.7m (build plan)
UPRNs scored
212k customers
Connected base
37 attributes
Features used
City → Postal Sector
Granularity shift
The Opportunity
CityFibre’s penetration performance varied significantly by location. The business needed to understand which factors drive conversion, which locations represent the biggest opportunity, and how to prioritise marketing communications to improve conversion rates and marketing ROI.
Solutions Delivered
Beyond built and validated a penetration modelling approach combining CityFibre data with third-party sources to identify the strongest determinants of fibre conversion. The output was a practical targeting method that moves from city-level assumptions to granular postal-sector opportunity identification and customer-level personalisation.
Defined a structured modelling approach across mobilisation, prototype build, and validation phases to support handover into the business
Built a similarity model to score properties based on closeness to existing CityFibre connected customers, enabling prioritisation of the wider build plan
Identified the most influential conversion drivers using feature importance ranking across 37 attributes (including customer and location factors)
Demonstrated that locational features were dominant for identifying high-opportunity areas, with customer features then used to tailor targeting and personalisation
Shifted opportunity identification to postal sector level to avoid overly broad ‘city-level’ targeting and to pinpoint high-potential clusters
Produced a practical implementation pathway: score UPRNs → cluster by postal sector → overlay customer features → prioritise RFS locations for targeted comms
Recommended next steps including model refresh/productionisation and integration into regular decision forums to drive ongoing marketing optimisation
Results & Impact
CityFibre gained a clear, evidence-led view of which areas and property/customer characteristics are most strongly associated with fibre conversion. The modelling approach enabled a more targeted marketing strategy, supporting improved conversion rates by focusing spend and communications on the highest-propensity locations and customer profiles.
Lesson Learned
Penetration performance is rarely driven by one factor. The best outcomes come from combining location opportunity identification with customer-level targeting, then operationalising the output into weekly marketing decision-making rather than treating modelling as a one-off analytics exercise.
“Beyond gave us a clear, practical view of what drives penetration and where to focus next. The model helped us move from broad assumptions to precise, high-opportunity targeting, with a credible method for linking marketing activity to conversion outcomes.”
Commercial Director, CityFibre
