We brought together 16 discreet data sources—from survey data to digital analytics, to TV and commercial sources.
All data sources were aggregated at campaign level, enabling the application of advance analytics.
The learnings provided a deep understanding of a publisher’s effectiveness to drive impact across various stages of customer journey.
It shed light on how different digital formats might influence outcomes, identified roles of different campaign components and help to uncover optimisation opportunities.
Drivers of impact were established and used to build interactive simulator.
Identified that the BBC platform is most effective in the latter stages of the consumer funnel.
Unlocked the key vehicle in generating reach and engagement.
Strengthened BBC’s credibility with by showcasing evidence of the campaign impact of their platform, particularly at the latter part of customer journey.
Enabled clients to access simulation tool to guide future optimisation of their campaigns.