DDM - General & Digital

News Corp Australia Marketing Attribution Case Study

Segment your customers and prospects to optimize your marketing campaigns

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case study Client Overview 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. News Corp Australia digital sites have a monthly unique audience of 6.7 million and this includes the News brand masthead, The Australian and the five state mastheads. The marketing team at News Corp use a mix of online and offline marketing channels as well as their own content to drive online subscriptions to the main mastheads. CHALLENGE 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 marketing team at News Corp Australia wanted accurate reporting and optimization of their media spend on an ongoing basis. The aim of the project was to maximize online subscriptions and find cost efficiencies in their current marketing program. They identified full path media attribution combined with econometrics for above the line channels as a way to drive future marketing efficiencies, however, News Corp's analytics department was engaged with other projects at the time, so they could not complete the work in house. SOLUTION The team at News Corp partnered with us to create a new marketing attribution (MA) model combined with a marketing mix model (MMM). The aim of the new marketing measurement model was to: 1. Improve paid marketing efficiency across acquisition channels 2. Increase actionable understanding of the customer journey prior to subscription 3. Improve business forecasting and planning capabilities Marketing Attribution Provides High ROI for News Corp Australia

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