Case Study: TalkTalk achieves 219% higher conversions and 77% lower CPA with Google Analytics Solutions

Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

TalkTalk, a leading UK broadband, TV and phone provider, worked with agency m/SIX to better understand customers and deliver more relevant cross-channel campaign messages to drive incremental sales and improve ROI. The challenge was to unify CRM and web data to target the right audiences more effectively across display and video.

The team integrated Google Analytics 360 with TalkTalk’s CRM, used custom dimensions and shared remarketing lists with DoubleClick Bid Manager and AdWords (including YouTube TrueView), then ran test-vs-control campaigns. Results included a 219% higher conversion rate and 77% lower CPA in the test vs. control, a 63% higher CTR for Analytics 360–based remarketing, reach of over 50% of the customer base on YouTube, a 76% lower video CPA, and large uplifts in product (91%) and boost (294%) sales with fewer impressions.

TalkTalk

David Brady

Senior Digital Marketing Manager