Google Case Studies Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

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	Google Analytics 360 boosts campaign and content marketing performance for TalkTalk Google

Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

Google

Technology Category	Analytics & Modeling - Real Time Analytics Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries	Telecommunications
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Predictive Quality Analytics
Services	Data Science Services System Integration
Challenge	TalkTalk, a leading provider of broadband, TV, and phone services in the UK, wanted to gain a better understanding of its customers and reach them with more relevant campaign messages across channels to win more sales. The company aimed to integrate its own CRM system data with Google Analytics 360 to gain deeper insights into customer behavior. The goal was to increase return on investment and generate incremental sales. The challenge was to integrate customer product information from the CRM system into Google Analytics 360 using custom dimensions and utilize DoubleClick Bid Manager integration with Analytics 360. The company also aimed to execute audience sharing with AdWords and run an Analytics 360-enabled remarketing campaign. Read More
About Customer	TalkTalk is a leading provider of broadband, TV, and phone services in the UK. The company is headquartered in London, England. TalkTalk aims to provide its customers with the best possible service and to reach them with relevant messages. The company wanted to gain a deeper understanding of its customers in order to increase its return on investment and generate incremental sales. To achieve this, TalkTalk integrated customer product information from its CRM system into Google Analytics 360 using custom dimensions. The company also utilized DoubleClick Bid Manager integration with Analytics 360 and executed audience sharing with AdWords. Read More
Solution	TalkTalk worked with its agency m/SIX to integrate Google Analytics 360 with data from TalkTalk’s own CRM system. They utilized the Analytics 360 custom dimensions feature, which allowed TalkTalk to create and measure non-standard dimensions that are specifically relevant to its business. With Analytics 360, TalkTalk had 200 custom dimensions to work with rather than the 20 available in standard Google Analytics. Examples of TalkTalk’s custom dimensions included the method of customer recruitment, a customer’s eligibility for certain products or offers, and existing customers’ current products. Custom dimensions were coded into the site’s data layer to enable TalkTalk to gain a better understanding of the depth of a customer’s existing relationship with the brand. TalkTalk then created remarketing lists, shared from Analytics 360 to DoubleClick Bid Manager and Google AdWords, in order to reach the right customers with the brand’s display and video advertising. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Application Infrastructure & Middleware - Data Exchange & Integration

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Predictive Quality Analytics

Services

Data Science Services

System Integration

Challenge

TalkTalk, a leading provider of broadband, TV, and phone services in the UK, wanted to gain a better understanding of its customers and reach them with more relevant campaign messages across channels to win more sales. The company aimed to integrate its own CRM system data with Google Analytics 360 to gain deeper insights into customer behavior. The goal was to increase return on investment and generate incremental sales. The challenge was to integrate customer product information from the CRM system into Google Analytics 360 using custom dimensions and utilize DoubleClick Bid Manager integration with Analytics 360. The company also aimed to execute audience sharing with AdWords and run an Analytics 360-enabled remarketing campaign.

About Customer

TalkTalk is a leading provider of broadband, TV, and phone services in the UK. The company is headquartered in London, England. TalkTalk aims to provide its customers with the best possible service and to reach them with relevant messages. The company wanted to gain a deeper understanding of its customers in order to increase its return on investment and generate incremental sales. To achieve this, TalkTalk integrated customer product information from its CRM system into Google Analytics 360 using custom dimensions. The company also utilized DoubleClick Bid Manager integration with Analytics 360 and executed audience sharing with AdWords.

Solution

TalkTalk worked with its agency m/SIX to integrate Google Analytics 360 with data from TalkTalk’s own CRM system. They utilized the Analytics 360 custom dimensions feature, which allowed TalkTalk to create and measure non-standard dimensions that are specifically relevant to its business. With Analytics 360, TalkTalk had 200 custom dimensions to work with rather than the 20 available in standard Google Analytics. Examples of TalkTalk’s custom dimensions included the method of customer recruitment, a customer’s eligibility for certain products or offers, and existing customers’ current products. Custom dimensions were coded into the site’s data layer to enable TalkTalk to gain a better understanding of the depth of a customer’s existing relationship with the brand. TalkTalk then created remarketing lists, shared from Analytics 360 to DoubleClick Bid Manager and Google AdWords, in order to reach the right customers with the brand’s display and video advertising.

Impact #1	TalkTalk was able to gain a better understanding of the depth of a customer’s existing relationship with the brand.
Impact #2	The company was able to create remarketing lists, shared from Analytics 360 to DoubleClick Bid Manager and Google AdWords, in order to reach the right customers with the brand’s display and video advertising.
Impact #3	The company was able to differentiate TalkTalk customers who already owned TalkTalk TV or other TalkTalk packages.

Impact #1

TalkTalk was able to gain a better understanding of the depth of a customer’s existing relationship with the brand.

Impact #2

The company was able to create remarketing lists, shared from Analytics 360 to DoubleClick Bid Manager and Google AdWords, in order to reach the right customers with the brand’s display and video advertising.

Impact #3

The company was able to differentiate TalkTalk customers who already owned TalkTalk TV or other TalkTalk packages.

Benefit #1	219% better conversion rate in test vs. control campaign
Benefit #2	77% lower cost per acquisition (CPA) in test vs. control campaign
Benefit #3	63% higher click-through rate than remarketing based on landing page and abandoned cart visits

Benefit #1

219% better conversion rate in test vs. control campaign

Benefit #2

77% lower cost per acquisition (CPA) in test vs. control campaign

Benefit #3

63% higher click-through rate than remarketing based on landing page and abandoned cart visits

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Overview

Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

Operational Impact

Quantitative Benefit