Tata Sky Scaled New Connections by 1.5x with Improved Digital Maturity & Cross Channel Measurement Strategy
Deploy a holistic measurement & attribution strategy to understand cross channel impact on user’s purchase journey while subscribing for Tata Sky DTH connection.
We got Tata Sky to fill BCG digital maturity survey and found out that they were in Emerging stage.
● Shared a roadmap based on 5As to improve their maturity by focusing on right media buying as well as measurement.
● To measure reach effectively, we consolidated open auction & reservation buys. Besides, we started optimizing for visits & not just impressions to maximize leads
● Proposed integration across Google Ads, DV360, SA360 & Facebook using DCM to maximize cross channel efficiencies & help us map consumer journey across various touchpoints.
● Used Assisted conversion & Path to conversion reports in DCM to understand the impact of Display on Search
Increase in New Connection Sales
Uplift in Search conversions
Lower CPA vs Last Touch Attribution