Increasing Marketing Effectiveness across the Virgin Media O2 portfolio
We really value the learnings that Ebiquity provide with their analytics and we've seen an even greater benefit of in consolidating learnings across Virgin Media O2 through one team. We can rely on them to deliver clear, actionable insight, which informs our planning process and continues to drive improvement in media performances, even after working with them for so many years.
Head of Planning, Insight & Effectiveness, Virgin Media at O2
CASE STUDY HIGHLIGHTS
Following the merger of Virgin Media and O2 in June 2021 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 its business.
- Established a suite of econometric models which were used to identify and measure incremental value of each of the investment levers that VMO2 has at it’s disposal.
- Measured not only the ROI advertising investment, but also the factors that drive effectiveness and efficiency of marketing.
- Despite the combined increased media costs and downward pressures on margins due to the cost of living, VMO2 were able to achieve an increase of 21% in brand effectiveness and 26% improvement on ROI in one year.
Ebiquity’s 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.