Google > Case Studies > Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

Customer Company Size

Large Corporate

Region

Europe

Country

United Kingdom

Product

Google Analytics 360
DoubleClick Bid Manager
AdWords

Tech Stack

CRM system
Custom dimensions

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Revenue Growth
Customer Satisfaction

Technology Category

Analytics & Modeling - Real Time Analytics
Application Infrastructure & Middleware - Data Exchange & Integration

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing
Business Operation

Use Cases

Predictive Quality Analytics

Services

Data Science Services
System Integration

About The Customer

TalkTalk is a leading provider of broadband, TV, and phone services in the UK. The company is headquartered in London, England. TalkTalk aims to provide its customers with the best possible service and to reach them with relevant messages. The company wanted to gain a deeper understanding of its customers in order to increase its return on investment and generate incremental sales. To achieve this, TalkTalk integrated customer product information from its CRM system into Google Analytics 360 using custom dimensions. The company also utilized DoubleClick Bid Manager integration with Analytics 360 and executed audience sharing with AdWords.

The Challenge

TalkTalk, a leading provider of broadband, TV, and phone services in the UK, wanted to gain a better understanding of its customers and reach them with more relevant campaign messages across channels to win more sales. The company aimed to integrate its own CRM system data with Google Analytics 360 to gain deeper insights into customer behavior. The goal was to increase return on investment and generate incremental sales. The challenge was to integrate customer product information from the CRM system into Google Analytics 360 using custom dimensions and utilize DoubleClick Bid Manager integration with Analytics 360. The company also aimed to execute audience sharing with AdWords and run an Analytics 360-enabled remarketing campaign.

The Solution

TalkTalk worked with its agency m/SIX to integrate Google Analytics 360 with data from TalkTalk’s own CRM system. They utilized the Analytics 360 custom dimensions feature, which allowed TalkTalk to create and measure non-standard dimensions that are specifically relevant to its business. With Analytics 360, TalkTalk had 200 custom dimensions to work with rather than the 20 available in standard Google Analytics. Examples of TalkTalk’s custom dimensions included the method of customer recruitment, a customer’s eligibility for certain products or offers, and existing customers’ current products. Custom dimensions were coded into the site’s data layer to enable TalkTalk to gain a better understanding of the depth of a customer’s existing relationship with the brand. TalkTalk then created remarketing lists, shared from Analytics 360 to DoubleClick Bid Manager and Google AdWords, in order to reach the right customers with the brand’s display and video advertising.

Operational Impact

TalkTalk was able to gain a better understanding of the depth of a customer’s existing relationship with the brand.
The company was able to create remarketing lists, shared from Analytics 360 to DoubleClick Bid Manager and Google AdWords, in order to reach the right customers with the brand’s display and video advertising.
The company was able to differentiate TalkTalk customers who already owned TalkTalk TV or other TalkTalk packages.
The company was able to deliver the most relevant video to the right audience.

Quantitative Benefit

219% better conversion rate in test vs. control campaign
77% lower cost per acquisition (CPA) in test vs. control campaign
63% higher click-through rate than remarketing based on landing page and abandoned cart visits
Reached over 50% of customer base as they consumed content on YouTube
Reduced cost per acquisition by 76% compared to URL-based video retargeting on YouTube