TalkTalk is on a mission to bring simple, affordable, reliable, and fair Fibre connectivity to everyone. When TalkTalk approached Metageni, their key challenge was to identify any misaligned marketing spend and move it to higher revenue driving activities. TalkTalk had struggled to move away from a last click attribution model of measurement and had therefore found it hard to demonstrate the value of digital marketing in the upper and mid funnel. This had resulted in TalkTalk being over reliant on short term sales driving channels which they hypothesized was impeding overall revenue growth but could not prove that hypothesis out.
TalkTalk challenged Metageni to help identify any misaligned marketing spend and move it to higher revenue driving activities. Metageni were targeted to deliver improvements in digital media efficiency over 12 months. The first step was to develop a custom multi touch attribution programme using TalkTalk first party data. We set up a clear marketing ‘test and learn’ programme to understand where the opportunities were.
The team identified Paid Search and Affiliates as two channels to analyse in depth and identify any areas for further improvements.
Through the custom report setup, Metageni’s platform enabled TalkTalk to identify significant marketing budgets that could be reallocated each month in this channel. Therefore greatly improving customer acquisition performance.
TalkTalk specifically wanted to understand which Affiliate partners drove true incremental sales. Working with TalkTalk’s Affiliate’s agency, AWIN, Metageni put in place a custom tracking programme for the Affiliate network. Metageni’s custom setup allowed AWIN to A/B test performance between publishers in real-time, without having a negative impact on overall programme sales.
Throughout the test period, overall programme sales grew vs the control, with high performance publishers and their true incrementality being clearly proven. Activity with the best performing publishers was then prioritized, which not only maintained overall sales but greatly reduced the cost of acquisition for TalkTalk.
In the first year of working together, Metageni delivered a compelling ROI for the marketing measurement programme based on incremental customer lifetime value being driven.
Metageni exceeded TalkTalk’s expectations, overachieved on the savings goal and continue to provide customer journey algorithmics.
Sarah Orrill, Head of Performance Media at TalkTalk said –
We’re a business with unique challenges in a highly competitive and high spending sector. We had struggled to move away from last click attribution and wanted an alternative to drive higher revenue growth and profitability.
We’re lucky to have found a partner in Metageni that was able to put in place a comprehensive custom attribution approach coupled with a critical test and learn programme across our most important marketing challenges.
The results exceeded our expectations and we are now planning a further year of optimizations to fine tune our spend and build business value.
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