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.
CASE STUDY HIGHLIGHTS
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.
- 16% increase in marketing effectiveness.
- Balanced investment across brands.
- Enhanced profit across the portfolio.