Case Study: Virgin Media O2 saves £1 million and boosts conversions with Zeotap CDP

Uk-based Tier-1 Telecom Company Reduces Tco by $1m by Unifying Siloed Data

Virgin Media O2, a major UK telecommunications provider, was facing significant budget wastage in its digital advertising campaigns due to the ineffective targeting of irrelevant audiences, such as existing customers who could not purchase. Their challenge was to improve their paid acquisition strategy by reducing cost per order while increasing conversion rates, all with the help of their vendor, Zeotap.

Zeotap implemented its Customer Data Platform (CDP) to unify Virgin Media O2’s first-party data from multiple silos. The solution focused on stitching this data to create unique customer profiles and then building audience segments for suppression. By excluding these existing customers from campaigns on platforms like Google and Facebook, Zeotap enabled the company to spend its budget more effectively. This strategy resulted in Virgin Media O2 saving £1 million in one year, achieving a 37% decrease in cost per order and a 43% increase in conversions.