As the leading traditional publisher in the market, News Corp Australia has significant market penetration across print and online. The company sells 10.4 million newspapers each week, and distributes an additional 6.7 million commuter and community titles.
The News Corp Australia marketing team recognized they had a disjointed marketing measurement model as well as limited understanding of the most effective online subscription customer journey. As a result, they were at risk of wasting media spend as well as reporting incorrect return on investment figures per channel.
The team at News Corp partnered with us to create a new marketing attribution (MA) model combined with a marketing mix model (MMM).