The primary goal was to strategize and implement an efficient multi-channel media mix strategy to garner higher website visits and new connection sales. The tracking and measurement of end-to-end user journey across all digital channels and optimizing campaigns accordingly was a major challenge.

Full funnel Audience Targeting and Planning: Channel-specific audience intelligence helped build a relevant audience pool for the top funnel. This was used to push leads through the mid-funnel and eventually drive new connection sales.

Offer-based Messaging: Clear sales communication was impactful during the Diwali period. We also introduced GIF creatives to our mix which helped us scale up.

Multi-channel Trafficking, Reporting, and Tracking using Campaign Manager Solution: Dashboard integration across platforms – Google Ads, Facebook, Dv360, Search360, Organic Search was done. To maximize channel efficiencies at the funnel level, Assist Factors across channels were also calculated.

Insight-led Media Buying and Measurement across all Media Platforms: We leveraged DV360 for data-backed media buying to ascertain reduced overlap across media platforms. Also, frequency exposure was kept in check to avoid overwhelming and drive desired CTAs using GMP measurement.

End to end consumer journey mapping across conversion touchpoints: Ad Impression-View/ Click-Visit (direct, organic & paid), New Connection Sales, Leads, Recharges.

“We wanted to track and measure the outcomes across the full-funnel, especially for the top funnel campaigns. That’s when the teams decided on GMP stack. With this strategy, we have been able to predict outcomes and optimize media buying accordingly. This is an effective full-funnel digital marketing in action!”

Anurag Kumar

Chief Communications Officer, Tata Sky

“This implementation is an example of being able to tie top-funnel Media Buying impact right down to streamlined conversions. Using GMP Stack was a good strategy as it has brought in accountability to the media buying process across the media mix.”

Anubhav Sonthalia

Chief Executive Officer