Challenge: Efficiently capture omnichannel campaign journey attribution and optimization, and orchestrate brand-unified campaign messaging.

The main challenges included capturing omnichannel campaign journeys and attribution and implementing scalable tests and best practices in the organization for ongoing campaign optimization. Another major challenge was to coordinate and unify campaign content and messaging to be on brand.

Solution: Data-driven and end-to-end campaign measurement attribution execution solution and continuous optimization experimentation.

By continually testing and refining strategies, we were able to identify which channels and tactics were most effective for reaching the target audience and achieving desired outcomes. Additionally, we gained valuable insights informing future campaign planning and iteratively refined campaign strategy over time. By embracing a culture of continuous experimentation, the company was able to drive measurable results and continuously improve its campaign performance.

• Establishing the campaign data mart setup
• Analyzing campaign journeys
• Identifying levers for campaign success
• Designing tests to identify successful campaigns
• Developing a learning framework for scaling successful campaigns

Results & Key Metrics:

8% uplift in operating margin for campaigns

16.7% uplift in overall transaction value

3 basis points improvement in transaction profit per campaign

£150M campaign spend optimization & profitability improvement