AWARD-WINNING case study: VODAFONE
INSIGHTS DRIVEN BY FRACTIONAL ATTRIBUTION
Vodafone wanted to better understand the full consumer journey that leads to product purchasing and the impact of multiple communication touchpoints on consumer decision making.
Flashtalking partnered with Wavemaker to provide Vodafone with an algorithmic, multi-touch attribution solution based on the cross-channel customer journey. Cross-channel attribution drove more informed and impactful optimizations across search, display, social and video, and affiliates.
2018 Winner of the International Performance Marketing Awards — Best Industry Collaboration with Vodafone & Wavemaker
I’m pleased Vodafone is at the forefront of digital attribution advances and reaping the business benefit. Our new digital algorithmic attribution model better reflects consumer behavior, and, in addition, delivers almost real time insights and reporting, and cross-device consumer behavior. We better understand what activity has influenced purchase, widening the funnel, as well as what converts it. Our next step is evolving the new attribution to include revenue reporting enabling smarter and more informed planning and optimization.
— Senior Digital Media Lead, Vodafone