Tata cliq achieves 27% uplift in organic visits and 30% uplift in brand consideration by using Full Funnel strategy powered by Google Marketing Platform solutions

Challenge

Improve Consideration resulting in new user acquisition growth via organic & direct visits
Measure and drive action via brand campaigns in terms of both website visits & transactions

Full funnel Audience Planning -
- GMP targeting solutions helped create narrow audience segments in the upper funnel which can be moved to lower funnel in a shorter span of time, if reached out at a high frequency consistently.
- Mid funnel audience defined basis frequency of exposure (using GMP Data Transfer Solution)
- Lower funnel basis engagement with the ad/website/app (using Tracking Solution)
Full funnel Ad formats planning -
- GMP allowed use of complete breadth of cross funnel formats like CPM mastheads, PG buys, Trueview, Outstream ads and display banner ads via the same platform
Full funnel measurement & optimization -
- End to end consumer journey mapping : Ad Impression-View/Click-Visit(direct, organic & paid), Transaction
- GMP solutions helped in corroborating whether planned frequency exposure is leading to desired action
- DV360 media buy helped in reducing overlap across media platforms, thus driving media efficiency
- Campaign Manager solution was used to calculate Assist Factory Currency(View through conversions ratio to Click through conversions). This helped in optimizing on audiences that helped in higher returns