Data Juice Story 9: Analytics Helps Marketing Click and Convert

The following is an excerpt from the book, "Data Juice: 101 Real-World Stories of How Organizations Are Squeezing Value From Available Data Assets."

TalkTalk, a UK-based provider of TV, broadband, and mobile services, wanted to acquire more business from new and existing customers. To achieve this goal, TalkTalk integrated its CRM data into Google Analytics 360 and other advanced analytics tools, including Google AdWords and DoubleClick Bid Manager. This allowed them to gather customer insights that could be used for targeted marketing and remarketing using display and video ads.

Analytics 360 has a custom dimensions feature that enabled TalkTalk to build, monitor, and measure non-standard dimensions that were relevant to their brand. Unlike the standard free version of Google Analytics, Analytics 360 has 200 custom dimensions that TalkTalk could take advantage of. Some examples of TalkTalk's custom dimensions included customers' existing products, their eligibility to purchase other products, and the method by which the customers were recruited or invited to transact with the brand.

To measure the effectiveness of this new analytics-based strategy, TalkTalk and m/SIX ran a remarketing campaign consisting of a test group and a control group. The test group used remarketing lists from Analytics 360, while the control group only used standard URL-based remarketing. The result of the test group showed a 63% higher click-through rate (CTR) compared to the control group based on landing page combinations and abandoned cart visits. The test group also resulted in a 219% increase in conversion rate from that of the control group and a 77% lower cost per acquisition (CPA).

Kelle O'Neal, founder and CEO at First San Francisco Partners commends TalkTalk and m/SIX for their successful approach to campaigns leveraging data and analytics. She recommends that they calculate the additional revenue generated by the 219% increase in conversions compared to the control group. She also suggests that they use the platform to improve their marketing to new clients, especially new clients within a household with existing clients. This strong foundation and analytics capability may also be used to improve other sorts of customer engagement beyond marketing, into optimizing service, increasing the efficiency of order management and billing, product optimization, and possibly new feature development.

TalkTalk's integration of CRM data into Analytics 360 and other advanced analytics tools helped them gain customer insights that were useful for targeted marketing and remarketing. Their approach resulted in a 63% higher CTR, a 219% increase in conversion rate, and a 77% lower CPA compared to traditional URL-based remarketing campaigns. The custom dimensions feature in Analytics 360 enabled TalkTalk to monitor and measure non-standard dimensions that were relevant to their brand. Moving forward, they can leverage this platform to improve their marketing to new clients and optimize other areas of customer engagement beyond marketing.