Case Study: BT boosts sales and cuts CPA with Google Marketing Platform

Google Analytics 360 informs BT’s Display & Video 360 media buys

BT, working with agency partner Maxus, wanted to increase post-click sales and establish better remarketing practices. To buy display media more efficiently across exchanges, the team used Google Marketing Platform products, including Google Display & Video 360 and Google Analytics 360, to gain better insight into customer behavior and media performance.

Google Marketing Platform enabled BT to segment audiences in Analytics 360 and activate them in Display & Video 360 for more precise programmatic media buying. The integration drove strong results, including 69% higher post-click sales and an 87% lower cost-per-acquisition versus the prior year, with campaigns also delivering 30% higher post-click sales and 42% lower CPA than other concurrent remarketing efforts.

BT

Alison Thorburn

Head of Digital DR Media