Case Study: Vodafone New Zealand achieves 2.7x ROI and measurable online-to-offline sales lift with Datalicious

Vodafone New Zealand - Customer Case Study

Vodafone New Zealand engaged Datalicious to quantify how online marketing drove offline sales and to build a business case for moving budget to digital channels. Customers commonly researched plans online but purchased in-store, so Datalicious implemented a return-on-investment measurement framework using Google Universal Analytics, Google Analytics Premium (GAP) with Data-Driven Attribution, and DoubleClick Campaign Manager integration to capture full online-to-offline paths.

Datalicious rolled out GAP/DCM, standardised campaign naming and segmentation, stitched offline conversions back to online touchpoints, and exported behavioural and CRM data to Google BigQuery for predictive recommendations. The Datalicious solution showed online campaigns drove 1.7 offline sales for every 1 online sale (an ROI multiplier of 2.7), increased conversion credit for display by 253%, improved CPA economics, and enabled Vodafone New Zealand to confidently reallocate budget to higher-performing channels.

Vodafone New Zealand

Craig Amanti

Digital Performance Manager