Sales orders up 65% with custom Media Attribution

the background

Date: 2015

The Telstra Chief Marketing Office 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. The last-click method led to the 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 objectives



Provide accurate credit to each touch point in the path to conversion

Marketing investment decisions

Marketing investment decisions
Marketing investment decisions

Enable rapid, robust decisions about marketing investment

Optimise spend

Optimise spend
Optimise spend

Optimise future media spend

the solution

A combination of container tag (SuperTag) and DoubleClick tags was introduced to gather the raw data. This change enabled the data to be standardised and stored until required for data modelling.  

It was essential to measure the impact of each channel’s ability to engage consumers likely to convert – by looking at paths where the channel tactic was present compared to where it wasn't. Logistic regression was used to combine these channel tactics and determine the relative impact of each channel when there were multiple tactics present or absent in path.

Telstra analysts and media agency teams receive weekly attribution data reports. All digital planning is based on this attributed view, including Display, SEM, SEO, Social, Email, and Organic Social. Offline credits were also measured using robust email tracking. 

The weighted modelling data was used to identify sales and media opportunities as well as additional revenues and investments.

the results

The Datalicious media optimisation solution led to a 25% growth in annual digital marketing investment. Gross revenue grew by 87%, which led to a 65% growth in sales orders.

Around three billion user touch-points are processed each financial year, and these were used to build over two million paths to purchase. The tracking and processing span 29 different Telstra products and now attributes sales to seven different digital media channels.

The custom weighted attribution model accurately captured purchase path data and provided an accurate view of Telstra’s digital marketing media performance. The solution reprocessed over 24 months of conversion data to provide full path analysis.

Find the solution to your challenge

Datalicious have been instrumental in the development of our overall website ecosystem and strategy at Cancer Council NSW. Brian Do, Datalicious' Technical Consultant has displayed true resilience in the deployment of our solutions across very complex journeys and has become an extended part of the team. His Google expertise has enabled us to take our data capabilities to a new level and we look forward to continuing the great work.

Sarah Calderwood - Digital Marketing Manager, Cancer Council – 2019

Datalicious have done a fantastic job at stitching our online and offline data together using Google BigQuery. This has seen HUGE change for our business due to being able to track online leads as well as offline revenue data on tour bookings, which we couldn’t do previously. 

As a result, we're changing our business focus and hiring new candidates that specialise in content and SEO to help attribute the right channels to drive more traffic and revenue for us. 

Lina Jimeno, Business Solutions Consultant and Parth Vasoya, Web Analyst from the Datalicious team have done a great job linking multiple data sources together and helping us solve our challenge by closing the loop on data silos for our business. We couldn't be happier!

Marius Wenning - Digital Marketing Strategist, Chimu Adventures – 2019

Thanks to the Datalicious team for the endurance you’ve all shown to date which has delivered a fantastic outcome. Getting the code implemented with quality and delivered on time provided us with advice around the new implementation and testing. Great teamwork all around. Well done!

Seth Wibisono - Channel Manager, Bupa - 2013

Awesome result! Attributed figures before and after media optimisation show a double-digit percentage increase in sales with a reduction in cost per sale at the same time.

Michael Waymouth - Media Strategy & Planning Manager, IAG - 2015

Datalicious’ tag management and Digital Attribution among other vendors’ capabilities helped to enable real-time media buys in digital media channels based on Telstra’s next best offer models and real-time site data, a world first in terms of the depth of complexity and extent of real-time data integration. Datalicious went out of their way to ensure this trial could go live successfully and delivered an outstanding result.

Scott Thomson - Senior Marketing Manager, Telstra - 2013

Google Analytics provides some pre-configured reports to work with, but the ability to customise and build our own reports from scratch is what allows us to gain truly valuable insights from the tool. Thankfully, Datalicious experts have taken the time to create a customised dashboard and make them available for WittyFeed. This is a huge time saver as we have got access to the reports used on a day to day basis just a click away.

Aditi Kothari - Business Development Executive, WittyFeed - 2017

I would love to say that we increased the HI test volume from 30% to 80% because we followed your same rationale; the truth is we increased because we could see next to no volume after we ceased the SEM/PPC test. Good to know that our decision can be backed up with numbers - thanks!” 

Luke Durante - Digital Marketing Manager, Bupa Australia – 2014

The Datalicious guys are great to work alongside and to have on your team. Their ‘no stone unturned’ approach to finding solutions to challenges, their knowledge and passion for web analytics and best of breed web optimisation was second to none. Big thanks for all your help on our account and for pushing us and our agency partners to keep projects moving. 

Craig Amanti - Digital Performance Manager, Vodafone New Zealand - 2015

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