Objective
To improve marketing efficiency, get a better understanding of their customer journey and improve business forecasting and planning capabilities.
To improve marketing efficiency, get a better understanding of their customer journey and improve business forecasting and planning capabilities.
We gathered NewsCorp’s data using DataCollector tags which was combined with historical media spend and sales data for offline channels. The results of this data were then displayed and analysed in OptimaHub.
We delivered over $1.7M cost efficiencies due to media optimisations, reduced cost per acquisition by 8%-26% on key mastheads and delivered an ROI of 385%.
Date: 2017
The News Corp Australia marketing team recognised they had a disjointed marketing measurement model as well as a limited understanding of the most effective online subscription customer journey.
They knew they were at risk of wasting media spend as well as reporting incorrect return on investment figures per channel. News Corp engaged Datalicious to help them optimise online subscriptions and find cost efficiencies in their current marketing program.
They identified Full-Path Media Attribution combined with Media Mix Modelling to drive future marketing efficiencies; however, their analytics department was engaged with other projects at the time so could not complete the work in-house.
Improve paid marketing efficiency across acquisition channels
Increase actionable understanding of the customer journey before subscription
Improve business forecasting and planning capabilities
Datalicious gathered News Corp’s digital touchpoint data using independent DataCollector tags deployed via their existing tag management platform. This data was combined with historical media spend and sales data for offline channels. News Corp’s data was then processed and analysed with the results displayed within the OptimaHub marketing attribution and analytics platform.
The OptimaHub platform helps marketers understand how each channel, campaign or placement impacts sales both online and offline. Developed by Datalicious, OptimaHub is designed to assist marketers in optimising their media budgets and to deliver experiences based on a deeper understanding of how customers behave.
The Datalicious attribution model tracked all paid and unpaid channels, and the results suggested News Corp could improve ROI by reducing spend on branded search (SEM). A hypothesis was put forward for measurement – that if SEM spend was reduced, organic search (SEO) traffic would increase and the reduced spend would not impact online subscriptions.
This strategy was put to the test on key mastheads over three months. Proving the hypothesis with correctly attributed data allowed News Corp to implement changes that resulted in cost savings of over $1M without a loss of subscriptions.
Datalicious and News Corp also identified an opportunity to increase subscriptions and decrease cost per action (CPA) by changing the strategy for landing pages from search traffic. Datalicious ran a 50/50 test which directed 50% of the traffic to the homepage of mastheads and the remaining to the subscription page. The results were a 30% lift in subscriptions and a 20% reduction in CPA across mastheads. This change resulted in annual savings of over $700K.
Datalicious generated quarterly forecasts for media performance, with an accompanying report on the results, including recommended media optimisations. The recommendations produced were at a channel level as well as at a more granular strategy level. The results of these media optimisations were the reduction of budgeted cost per acquisition across all mastheads by a range of 8% to 26%.
Working with the Digital Acquisition team, Datalicious uncovered the real value of mailers as a channel. Two mastheads, The Herald Sun and The Australian, only credited email with 0.2% of sales using a last-click attribution model. In moving to the full path to purchase model, Datalicious was able to correct this figure to 14% of sales, significantly increasing the value of the email program, which enabled the News Corp team to increase investment in this activity.
Note: monthly pro-rata figures extrapolated to build an annual result.
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