Telstra

Sales orders up 65% with custom Media Attribution

Objective

To provide accurate credit to each touch point in the path to conversion, enable robust decisions about marketing investment and optimise future media spend.

Solution

SuperTag and DoubleClick tags were used to gather raw data. We measured the impact of each channel’s ability to engage consumers likely to convert.

Result

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.

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

Accuracy

Accuracy
Accuracy

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’ 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

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