Google Case Studies Google Attribution 360 helps Open Colleges see how TV ads turn into online leads

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	Google Attribution 360 helps Open Colleges see how TV ads turn into online leads Google

Google Attribution 360 helps Open Colleges see how TV ads turn into online leads

Google

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Education
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	Open Colleges, Australia’s leading online educator, was struggling to understand the impact of their TV advertisements on online leads and enrolments. They wanted to see how TV ads translated into real leads, understand the cross-channel customer journey, and find new opportunities in their marketing mix. The key user base for Open Colleges is women ages 25–54, and direct response marketing was its traditional way of generating leads and enrolments. But television advertising was still a significant mystery for them: they felt it could be a powerful tool to reach their audience, but in a data-driven and lead-driven culture they were finding it harder and harder to measure the actual impact of TV ads. Read More
About Customer	Open Colleges is Australia’s leader in online learning. Offering over 150 flexible online courses on topics ranging from veterinary nursing to photography to construction, the school has educated over 700,000 students since its founding decades ago. The key user base for Open Colleges is women ages 25–54, and direct response marketing was its traditional way of generating leads and enrolments. But television advertising was still a significant mystery for them: they felt it could be a powerful tool to reach their audience, but in a data-driven and lead-driven culture they were finding it harder and harder to measure the actual impact of TV ads. Read More
Solution	Open Colleges turned to Google Attribution 360 to gain a complete view of what drives performance across all channels. Attribution 360 analyzes the website traffic that happens as and after TV spots air, so brands can discover the relationship between traditional media strategies and online engagement—down to the minute. For three months in 2015, the team tested Attribution 360 with a series of TV campaigns focused on the eastern seaboard of Queensland, Victoria and New South Wales. To reach females looking to enhance or change their careers, they ran ads on a variety of TV programming: cooking shows, series, soap operas, and some news and morning shows. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Education

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

Open Colleges, Australia’s leading online educator, was struggling to understand the impact of their TV advertisements on online leads and enrolments. They wanted to see how TV ads translated into real leads, understand the cross-channel customer journey, and find new opportunities in their marketing mix. The key user base for Open Colleges is women ages 25–54, and direct response marketing was its traditional way of generating leads and enrolments. But television advertising was still a significant mystery for them: they felt it could be a powerful tool to reach their audience, but in a data-driven and lead-driven culture they were finding it harder and harder to measure the actual impact of TV ads.

About Customer

Open Colleges is Australia’s leader in online learning. Offering over 150 flexible online courses on topics ranging from veterinary nursing to photography to construction, the school has educated over 700,000 students since its founding decades ago. The key user base for Open Colleges is women ages 25–54, and direct response marketing was its traditional way of generating leads and enrolments. But television advertising was still a significant mystery for them: they felt it could be a powerful tool to reach their audience, but in a data-driven and lead-driven culture they were finding it harder and harder to measure the actual impact of TV ads.

Solution

Open Colleges turned to Google Attribution 360 to gain a complete view of what drives performance across all channels. Attribution 360 analyzes the website traffic that happens as and after TV spots air, so brands can discover the relationship between traditional media strategies and online engagement—down to the minute. For three months in 2015, the team tested Attribution 360 with a series of TV campaigns focused on the eastern seaboard of Queensland, Victoria and New South Wales. To reach females looking to enhance or change their careers, they ran ads on a variety of TV programming: cooking shows, series, soap operas, and some news and morning shows.

Impact #1	With Attribution 360, the Open Colleges team could see clearly what was engaging TV viewers and driving them to search.
Impact #2	One of the earliest lessons was that dual-screen TV viewers were far more engaged on mobile than on desktop, and also far more engaged on smartphones than on tablets.
Impact #3	Open Colleges could even see results by devices: in prime time of 6–10 pm, for instance, 81% of attributed visits were from mobile.

Impact #1

With Attribution 360, the Open Colleges team could see clearly what was engaging TV viewers and driving them to search.

Impact #2

One of the earliest lessons was that dual-screen TV viewers were far more engaged on mobile than on desktop, and also far more engaged on smartphones than on tablets.

Impact #3

Open Colleges could even see results by devices: in prime time of 6–10 pm, for instance, 81% of attributed visits were from mobile.

Benefit #1	Significant uplift with target audience of females 25–54
Benefit #2	Learned 81% of prime-time response took place on mobile devices
Benefit #3	Saw 12% greater cost-efficiency for TV ads run on Mondays and Tuesdays

Benefit #1

Significant uplift with target audience of females 25–54

Benefit #2

Learned 81% of prime-time response took place on mobile devices

Benefit #3

Saw 12% greater cost-efficiency for TV ads run on Mondays and Tuesdays

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Overview

Google Attribution 360 helps Open Colleges see how TV ads turn into online leads

Operational Impact

Quantitative Benefit