Case Study: News Corp Australia achieves $1.7M+ media cost savings and reduces CPA by up to 26% with Datalicious

News Corp Australia - Customer Case Study

News Corp Australia, the country’s leading traditional publisher with 6.7 million monthly digital uniques and weekly print reach in the millions, faced a disjointed marketing measurement model and limited insight into the online subscription customer journey. Concerned about wasted media spend and inaccurate channel ROI—and with its analytics team tied up—News Corp Australia engaged Datalicious to deliver a full-path attribution and econometrics solution using Datalicious’ OptimaHub platform and DataCollector tagging.

Datalicious built a combined marketing attribution (MA) and marketing mix model (MMM), integrated digital touchpoints and offline spend, and delivered quarterly forecasts and optimisation recommendations via OptimaHub. The work generated over $1.7M in cost efficiencies, reduced budgeted cost-per-acquisition by 8–26% across key mastheads, produced $1M SEO savings and $700K from landing-page testing (30% lift in subscriptions, 20% lower CPA), raised email’s credited sales from 0.2% to 14%, and delivered an annual project ROI of 385%.

News Corp Australia