As Australia’s largest telecommunications company, Telstra invests heavily in its marketing programs; with digital marketing becoming its fastest growing area of marketing spend. In order to fully understand the impact of its digital marketing activities, both on sales and return-on-marketing-investment and to optimise future media spend, Telstra’s Chief Marketing Office required a solution that would give an accurate representation of its team’s impact.
The agency was engaged to build a custom multi touch attribution model, moving Digital Marketing away from a last-click attribution model, in order to accurately capture purchase path data and use the custom model to effectively measure performance, as well as provide channel optimisation recommendations and identify sales growth opportunities.
Since the commencement of the media attribution project the agency has processed approximately 3 billion user touch-points each financial year to date (Agency Research). These were used to build over 2 million paths to purchase in FY14 and an estimated 2.5 million in FY15 (Agency Research). The tracking and processing spans 29 different Telstra products and now attributes sales to 7 different digital media channels.