the solution

The project was divided up into three phases, with each stage addressing a specific objective. Solving the attribution problem for digital sales was a vital step towards resolving the online to offline challenge. The solution was to:

• Roll out Google Universal Analytics across all Vodafone NZ websites and apps
• Integrate Google Analytics Premium (GAP) with DoubleClick Campaign Manager (DCM)
• Develop and implement segmentation and campaign naming standard for GAP and DCM
• Conduct a campaign tracking best practice audit across all channels.

Phase 1 – Create an ROI measurement framework

The first phase was to create a ROI measurement framework for online media by attributing revenue correctly across channels. Google’s Data-Driven Attribution (DDA)  model featured in Google Analytics Premium was put forward as the most effective means of accurately attributing this credit.

In a last-click attribution model, 100% of the conversion credit goes to the final customer touchpoint, which means the role of digital channels that appear earlier in the conversion path are not recognised. This is particularly the case with channels whose success is better measured in impressions rather than clicks.

Through Data-Driven Attribution, Vodafone can:

• Track purchase paths across devices to show the contribution of desktop vs mobile
• Track display impressions in purchase paths and not just clicks
• Deliver media optimisation recommendations based on data-driven attribution insights.

To drive greater efficiencies and increase return on marketing investment, insights from DDA and DCM were automated, enabling future advertising spend to be automatically adjusted based on historical performance data.

Phase 2 – Demonstrate the real value of digital marketing

The second phase was to demonstrate the true value of online marketing by including offline sales in measurement, to support Vodafone’s internal business case for an increased budget.

To do this, offline conversions had to be tracked back to online touch points, giving Google Analytics Premium full visibility on which sales were driven by digital activity. Templates for all welcome emails sent out to new customers post-purchase were updated to include an offline purchase parameter that segmented offline users.  The new model meant the customer data from the post-purchase click-through was tied to other online identifiers, effectively stitching together an accurate online purchase path that influenced the offline sale.

In addition, standardised and correct campaign naming standards were prioritised. These naming standards are essential for consistent, accurate measurement, particularly when assigning ‘virtual’ events for offline conversions back to online touch points.

Phase 3 – Drive response rates

The third phase was to improve user experience, content and creative relevance to drive response rates. Cross-channel targeting was used to achieve this, by:

• Next best offer/ message prediction for key customer segments and coordinating message across platforms
• Ongoing testing and optimisation based on accurately attribution conversion results
• Campaign tracking best practice across all Google stack platforms
• Standardising visitor segments across all Google stack platforms
• Implementing and testing campaigns based on standardised GAP/DCM visitor segments from Phase 1 and integrating GAP/DCM visitor segments to any other non-Google targeting platforms if required.

Also, website behavioural data from GAP was exported to Google BigQuery to combine behavioural data with transactional data from the Vodafone NZ CRM (customer relationship management). This data was then integrated with the Google BigQuery Prediction API to generate product recommendations.