A major telecom operator wanted to understand the full customer path to purchase, taking into consideration the inﬂuence that Paid, Owned, and Earned Media have on the different touchpoints. The objective is to understand the full impact of their investment in digital media: display, search (split branded and unbranded), social media and oﬄine media.
To optimise the total customer experience, each media element was studied to measure its direct and indirect contribution on the key business performance:
This was made possible through the nested modelling feature available in our ﬂagship software solution MassTer. The model has been built covering 3 years’ worth of weekly data and a speciﬁc focus has been put on Digital media where data was requested, collected and analysed at the most granular level to understand the impact of each element of the digital mix. The model was built using interactive modelling approach to account for the direct and indirect inﬂuence of the elements on each touchpoint using MassTer’s nested modelling algorithm
As a result, Search budget has been increased at the expense of Display. At the same time and during TV time, branded search budget has been decreased to avoid paying for interested customers that would convert anyway through organic search channels. However unbranded search budget has been increased during periods characterised by heavy TV activity to allow quicker conversion.
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