Case Study: Telstra achieves 87% gross revenue growth with Datalicious' custom media attribution

Optimising Digital Marketing Spend at Telstra Using Custom Media Attribution

Telstra, Australia’s leading telecommunications company, faced an attribution problem: its marketing team relied on last-click measurement that gave all conversion credit to the final touch point and under‑credited contributing channels. Datalicious was engaged to deliver a custom multi‑touch/weighted attribution solution to accurately allocate credit across digital touchpoints and inform future media spend.

Datalicious implemented container (SuperTag) and DoubleClick tagging to capture raw data, standardised and modelled it using logistic regression, and delivered weekly attributed insights and full‑path analysis across channels and devices. The solution processed ~3 billion touch points per year, built over 2 million purchase paths in FY14 and automated reports to stakeholders; it drove a 25% increase in Digital Marketing investment, an 87% rise in gross revenue and a 65% increase in sales orders in FY14.

Telstra