Successfully Transitioning from Last Click to Unified Measurement
Tele2 gives insights into their implementation of Objective Platform.
Tele2 is a major telecom provider with over a million customers in The Netherlands. With mobile services for consumers, Tele2 is committed to enabling people to live a more connected life. Tele2 tells us more about successfully transitioning to unified measurement.
When Lenno de Man, Senior Online Performance Media Manager at Tele2, joined the company, conversion attribution was a nut they had yet to crack. The limitations of their last click model were clear: a lot of information on the customer journeys was missing. After extensive research, discussions with fellow advertisers and an attempt to build their own rule-based model, Lenno changed tracks.
“The problem with attributing value to channels on our own and creating rules for this, was that it was all based on assumptions. Most of the time, costs weren’t taken into account either. We assumed, for example, that affiliate is a touchpoint often found at the end of customer journeys. In practice, we didn’t know whether this was the case. So, we started looking for a partner to help us prove it.”
Why did you choose to work with Objective Partners?
“Over their competitors, Objective Partners has the advantage of being completely independent from media buying, which is very important to us. Also, there are not a lot of other companies that have attribution modelling and media optimization as their core business.
Their software solution, Objective Platform, is customizable to how we steer marketing at Tele2. It allows us to define our online and offline channels and includes costs for all channels. It has the advantage that it covers the complete media mix: online and offline, but also external factors and the possibility to implement pricing dynamics.”
How did you implement the solution within the organization?
“The need for unified measurement originated within the online department, but we involved the offline department as well. It’s not only important to include all the data, but also to move forward together. We knew we had to replace last click, but we needed to explain the benefits of unified measurement to the rest of the organization. Explaining this was mostly fun but sometimes challenging. We involved the finance department and the managing director.
We started with a basic lesson in online marketing, showing that last click only measures the last touchpoint, but multi-touch attribution measures the complete customer journey.
For both handsets and sim-only, customer journeys tend to be longer than just one touchpoint. For handsets, it usually takes a month or more for consumers to make a decision. In additional, most people research online, even if they end up buying offline. We showed that we can now value all these touchpoints and channels, meaning we are better able to allocate our budget. In Objective Platform, we can make a distinction between handsets and sim-only conversions.
Eventually, we presented the positive business case resulting from Objective Platform
What did you learn from this process?
“It is really important to draw out enough time to implement unified measurement properly within the organization. We were very clear in our internal communication about the timeline and the milestones. A step-by-step approach helps gain understanding and support from all relevant stakeholders. We started with our online data, and added offline data after the successful implementation.”
What is the impact of working with Objective Partners?
“The software solution, Objective Platform, helps us get closer to the truth. The platform is tailored to how we steer media. This is different to how a retailer or even another telco steers, so it’s great that the platform is flexible. Other vendors offer a one-size-fits-all solution. We receive daily insights into the performance of all our media channels, customized to how Tele2 splits these channels. We make a monthly budget plan using the media budget optimization tool, which is easy to share with stakeholders. Our media agency, iProspect, is also involved and uses the optimization tool. We look across channels first, before deciding how to adjust budgets within channels.
Objective Platform also allows us to optimize the quality of the conversions, rather than just the quantity. By connecting to our backend systems, the platform takes the lapsed sales into account. These consumers want to buy, but are rejected due to, for example, bad credit scores.
We then monitor progress using our customized dashboards in Objective Platform. A few times a week, we check whether we need to increase or decrease budgets based on the ROI. This is an answer to our reporting challenge. The platform contains, in essence, automated, dynamic reports that are updated daily and can be continuously accessed by all users.”
“Thanks to Objective Platform, we now have insights into marginal CPO and ROI. Based on these values, we can also optimize media budgets more efficiently. Gaining access to these insights changed the way we steer media. We now steer on additional ROI and/or CPO.
As for what the future holds; in 2019, Tele2 merged with T-Mobile & Ben. It’s a big advantage that T-Mobile was also already working with Objective Partners. We can use Objective Platform to compare media impact across the three brands.”