Optimising marketing budget allocation for BT​

BT
We are very pleased with the traction and the credibility that Ebiquity has developed with the senior teams at BT. In a short space of time, Ebiquity has delivered insights that have made significant improvements.
BT Group Global Head of Media

CASE STUDY HIGHLIGHTS

  • 16 % increase in marketing effectiveness
  • Overall improvement of ROI
  • Client managed to make informed marketing budget allocation decisions across brands

Objectives

BT’s marketing team asked Ebiquity to create a consistent, best-in-class measurement framework to evaluate marketing performance across its group of companies – BT, BT Enterprise, EE, and Plusnet – in the short, medium, and long term. They wanted to be able to make informed marketing budget allocation decisions across brands, campaigns, and media channels.

Highlights

  1. 16% increase in marketing effectiveness.
  2. Balanced investment across brands.
  3. Enhanced profit across the portfolio.

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