What was the role of digital within the media mix?
Fospha’s MTA product is powered by a customer data platform that consolidates and connects data sources for analysis.
Using the tool, the team delivered multiple reports in order to outline No1’s marketing channel performance.
It also identified low performing keywords that were cannibalising spend, thanks to Fospha’s Zero-Performance Keyword offer, which helps marketers to identify underperforming keywords so that they can reduce marketing spend, without impacting revenue.
In addition, Fospha’s budget planner tool helped to automate the keyword bidding process, leaving marketers with more time to search for and implement important insights
Marketing budget saved
No1 Lounges improved its budget allocation and improved bid optimisation by using Fospha’s Zero Performance Keyword and budget planner tools. By implementing the recommended changes, it was able to significantly reduce spend on keywords, saving 8% of its marketing budget.
Although reports identified that the proportion of wasted budget was in fact reasonably low, Fospha’s MTA solution also revealed that affiliate marketing was being overvalued by traditional attribution methods. By cutting back investment into voucher code sites, No1 Lounges was also able to reduce year-on-year affiliate marketing spend by 27%.
Clearly, reallocating marketing spend to the highest performing channels is a no-brainer. Chloe Watt, Digital Marketing and Performance Manager, said that the approach taken saved time as well as money, allowing the team to “spend more time helping us with broader business decisions – optimising on copy and campaign analysis instead of managing bids manually.”
In a sentence...
How a luxury pre-flight services brand used multi-touch attribution to focus on high performing channels, saving 8% of its marketing budget.