Case Study: T-Mobile measures cross-channel media impact with Objective Platform

Measuring media impact across the funnel with T-Mobile

T-Mobile, a major telecommunications company, aimed to move beyond last-click attribution to better measure the impact of its marketing efforts across the entire customer funnel and connect online with offline advertising. Their challenge was to identify which channels were truly delivering the best results for both sales and brand objectives and to test hypotheses about ad content without risking inefficient media spend. They partnered with Objective Platform to gain these insights.

Using Objective Platform's measurement model, T-Mobile was able to optimize its media strategy weekly across all channels. The solution provided data-driven insights that revealed, for example, that out-of-home ads without pricing drove more store traffic. This empowered teams to make better decisions and retain ownership of their performance data. As a result, T-Mobile has expanded Objective Platform's use across its various brands and is planning further integrations to optimize based on customer lifetime value.

T-Mobile

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