Optimising marketing budget allocation for 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


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


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 budget allocation decisions across brands, campaigns, and media channels.


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