DDM - General & Digital

Bupa Real-time Attribution Case Study

Segment your customers and prospects to optimize your marketing campaigns

Issue link: https://resources.datadrivenmarketing.equifax.com/i/1066568

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case study Client Overview Bupa is a leading global healthcare company, offering health insurance, medical subscription and other health and care funding products such as workplace health services, home healthcare, health assessments and long-term condition management services. Bupa employs a diverse marketing mix both online and offline to reach over 29 million customers in over 190 countries. CHALLENGE Due to a reliance on traditional measurement methods, Bupa has been struggling to understand the performance of their digital marketing budget and how to improve their Return on Media Investment (ROMI). Bupa's methods for tracking marketing activity: ■ Did not track all the different digital touchpoints each user interacted with on their path to purchase ■ Did not measure or weight the importance of each touchpoint ■ Had no clear reporting tool that recommended where to invest their media budget based on ROMI ■ Had no way of linking the impact of their digital advertising to offline sales SOLUTION Bupa engaged us to implement a tagging, marketing attribution and ROMI framework across health insurance and international businesses to deliver informed digital media performance insights and to demonstrate the impact digital marketing activity has on both online and offline sales. The aim of the solution was to: ■ Implement custom tags utilizing a tag management solution to effectively gather Bupa digital marketing and website data ■ Build a custom marketing attribution model that could process all relevant data, identify purchase paths, apply weights and classification to all of the touchpoints ■ Deliver a complete view of media spend across Bupa's online marketing to help agency partners drive better performance ■ Present a real-time view of the impact of digital marketing activity on online sales through automated reporting We proposed to gather Bupa touchpoint data using independent DataCollector tags deployed via SuperTag, an enterprise tag management platform developed by our team. Bupa's data would then be processed, analyzed and results displayed in the OptimaHub Marketing Attribution platform. The OptimaHub platform helps marketers understand how each channel, campaign or placement impacts sales both online and offline. OptimaHub is designed to assist marketers in optimizing media budgets and to deliver experiences based on a deep understanding of how customers actually behave. Real-time Custom Attribution Modeling Insights with OptimaHub Media Attribution

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