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Case Studies
U.S. Cellular reveals the true impact of digital media on sales with Google Analytics 360
Overview
U.S. Cellular reveals the true impact of digital media on sales with Google Analytics 360Google |
Analytics & Modeling - Big Data Analytics Analytics & Modeling - Real Time Analytics | |
Telecommunications | |
Sales & Marketing | |
Data Science Services | |
Operational Impact
With a repeatable process for reclassifying offline activations, U.S. Cellular now has a new dashboard that they can use to forecast sales and share data throughout the organization. | |
With a clearer picture of the true role of each channel, they can also more appropriately align compensation to real contribution. | |
Throughout this process, the team investigated the role of each channel at different stages in the consumer’s purchase journey. Examining the full journey will enhance forecasting capabilities at U.S. Cellular by properly crediting digital media for its role in driving online and offline sales. | |
Quantitative Benefit
Reclassified roughly half of the activations in U.S. Cellular’s internal management report as digital activations previously attributed to offline channels. | |