Case Study: Vodafone UK achieves 10% marketing efficiency improvement with DataXu’s Market Pulse

Vodafone UK Improved Efficiency of Multi-Million Pound Marketing Budget by 10% With Dataxu’s Market Pulse Tech

Vodafone UK needed to prove the value of its multi‑million pound marketing budget by demonstrating a causal link between marketing activities (TV, search, display) and both online and offline sales. With complex cross‑channel and regional effects to untangle, the business required a rigorous, data‑driven way to measure marketing ROI and identify where to invest.

Partnering with DataXu, Vodafone used Market Pulse and the Marketing Intelligence Center to run thousands of simultaneous media‑mix experiments and pinpoint optimal investment levels by channel and region. The approach improved marketing efficiency by 10%, increased sales without raising the overall budget, and enabled Vodafone to reallocate spend confidently across channels and geographies.

Vodafone

David Still

Head of Brand Strategy, Insight and Operations, Vodafone UK