Case Study: Orange achieves 97% of conversion goals with Visual IQ

Orange Embraces Cross Channel Attribution to Maximize Conversions & Spend Efficiencies

Orange, one of the world’s leading telecommunications operators, wanted a better way to measure the impact of its multi-channel digital marketing and allocate a multi-million euro budget more effectively. Before working with Visual IQ and its Marketing Intelligence Platform, Orange lacked clear insight into which channels and interactions were truly driving online conversions, making it difficult to optimize spend and meet its fourth-quarter sales goals.

Visual IQ implemented a multi-touch attribution approach supported by its analytics experts, using historical data and scenario modeling to recommend the best media mix. As a result, Orange achieved 97% of its conversion target, reduced CPA by 32%, and cut its quarterly advertising budget by 35%, all while improving spend efficiency and prediction accuracy.

Orange

Damien Duchaussoy

Digital Marketing Manager