Case Study: TalkTalk boosts campaign performance with Google Marketing Platform

Google Analytics 360 boosts campaign and content marketing performance for TalkTalk

TalkTalk, a leading UK provider of broadband, TV, and phone services, wanted to better understand customer behavior and reach audiences with more relevant marketing messages across channels. Working with Google Marketing Platform, the company aimed to connect its CRM data with analytics to improve campaign targeting and drive more sales.

Using Google Marketing Platform’s Google Analytics 360, TalkTalk integrated first-party CRM data with Analytics 360 custom dimensions, then shared audiences into Google Ads and Display & Video 360 for remarketing and YouTube campaigns. The approach delivered strong gains versus URL-based remarketing, including a 63% higher clickthrough rate, 219% higher conversion rate, and 77% lower cost per acquisition in one test; in another campaign, TalkTalk saw 4% higher view rate, 29% higher CTR, 76% lower CPA for existing customers, 91% more product sales, and 294% more boost sales with 50% fewer impressions.

TalkTalk

Andrew Morris

Senior Analyst