What was the role of digital within the media mix?
Technological change has greatly increased the ways in which customers find out about a company’s products or services. These journeys rarely follow a straightforward path.
Fospha’s multi-touch attribution product is powered by customer data, and enables brands to consolidate and connect different sources for analysis. By unlocking insights in this way, the approach can reduce cost, increase efficiency and drive growth.
Data-driven MTA uses machine learning to pinpoint the most important touchpoint on the way to conversion. Identifying low and high performing channels allows marketers to redistribute marketing spend in the right way, and free up both time and budget.
Increase in Revenue
One of the financial services brand’s key marketing channels was paid search. The MTA algorithm allowed the brand to assign accurate credit to each keyword, highlighting those that were over or undervalued.
These recommendations resulted in Liberis putting more money into campaigns it had previously not focused on, leading to an additional £88,000 in revenue in 2018.
Understanding which keywords had been instrumental in leading to a conversion enabled Liberis to redistribute its paid search budget, focusing on keywords with the highest rate of performance and optimising return on investment (ROI).
“Fospha hasn’t just helped us to reduce spend on paid search, it has helped us to unlock important insights into the effectiveness of every one of our marketing channels, meaning that we can redistribute our marketing budget and increase return on investment,” said Chloe Vaidya, Head of Marketing at Liberis.
In a sentence...
How Liberis increased revenue by £88k by building a data-driven marketing strategy that honed in on the best-performing channels.