Case Study: Tele2 achieves unified marketing measurement with Objective Platform

Successfully Transitioning from Last-Click Attribution to Unified Marketing Measurement with Tele2

Tele2, a major telecom brand under T-Mobile Netherlands, struggled with the limitations of last-click attribution, which failed to capture the full customer journey. To gain a more accurate understanding of their marketing performance, they partnered with vendor Objective Platform to implement its unified marketing measurement solution.

The solution from Objective Platform provided a customizable and flexible model that incorporated both online and offline channel data, including external factors. This enabled Tele2 to value all touchpoints in the customer journey, optimize budget allocation based on ROI, and improve the quality of conversions. The results included receiving daily performance insights, using a media budget optimization tool for planning, and gaining automated, dynamic reporting that brought the company closer to the truth of their marketing impact.

Tele2

Ben

Online Marketing Manager