DDM - General & Digital

Telstra Optimized Digital Marketing Spend with Custom Media Attribution

Segment your customers and prospects to optimize your marketing campaigns

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Promotional code Radio Ad Promotional code Mobile Ad Email offer Website Website Promo Ad SALE Custom Attribution Banner Ad Billboard Ad TV Ad Email offer Shopfront SALE TV Ad Banner Ad Last Click case study Client Overview Telstra is Australia's leading telecommunications and information services company, providing 16 million mobile services, 7.5 million fixed voice services and 3 million retail fixed broadband services. We worked with Telstra to deliver custom multi touch attribution modeling return on marketing investment to optimize future media spend. OBJECTIVES AND CHALLENGES The Telstra Chief Marketing Officer team had historically relied on a last-click attribution model to measure the performance of digital marketing. All conversion credit was given to the last campaign touch point in the purchase path, ignoring all other digital advertising that contributed to the conversion. This led to an incorrect attribution of credits and a bias on the channels used to close the sale. A custom weighted attribution model was required to deliver accurate performance tracking and insights for future media spend. The output of the custom weighted attribution model would then be used by Digital Marketing to make timely, robust decisions about marketing investment. Optimizing Digital Marketing Spend at Telstra Using Custom Media Attribution

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