Vodafone UK needed to prove the value of its marketing investments by demonstrating a causal relationship between its marketing efforts (such as TV, search and display) and online and offline sales.
The DataXu Solution
Vodafone UK partnered with DataXu to identify the causal relationship between marketing investments and sales via DataXu’s Market Pulse technology.
The results of thousands of simultaneous “media mix experiments” created by DataXu’s proprietary pulse generator were combined with DataXu’s best-in-class Marketing Intelligence Center (MIC) data management and analytics capabilities. The proprietary combination formed the technology solution required to address the client’s complex challenge.
The partnership was a tremendous success and Vodafone UK was able to:
- Optimize its multi-million pound media budget by channel and geographic region with Market Pulse to improve the efficiency of its marketing investments by 10%.
- Significantly increase its sales revenue without increasing its overall marketing budget.
- allow its team to proceed in future cases with reallocating budget between channels and geographic regions based on data.
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