Increasing marketing effectiveness for Virgin Media O2

Objectives

Following the merger of Virgin Media and O2 to create the UK’s largest telecoms challenger, the business wanted to increase marketing effectiveness and maximise ROI across its advertising expenditure. The company needed a robust measurement framework to help inform and support decision-making across the business.

Our Approach

Ebiquity’s effectiveness team established a suite of econometric models which were used to identify and measure the incremental value of each of the investment levers that VMO2 has at its disposal. Ebiquity works closely with VMO2 and operates as an extension of their internal Marketing performance team to ensure that the analytics provides clear, actionable insight to decision-makers in the business.

Business Impact

Our analysis was not only able to measure the ROI of advertising investment but also the factors that drive effectiveness and efficiency of marketing. Despite the combined headwinds of increasing media costs and downward pressure on margins due to the cost of living crisis, VMO2 were able to achieve an increase of 21% in brand effectiveness and 26% improvement in ROI across the total investment in the Virgin Media and O2 brands one year after they merged.