Case Study: Virgin Media O2 saves £1 million on paid acquisition with Zeotap CDP

Virgin Media O2 saves £1 million and cuts CPO 37% with Zeotap

Virgin Media O2, a major British telecommunications company, faced significant budget wastage in its digital advertising campaigns due to irrelevant customer targeting. Their challenge was to reduce cost per order and increase conversion rates by suppressing existing customers from these paid acquisition efforts. To address this, they partnered with vendor Zeotap and utilized its Customer Data Platform (CDP).

Zeotap's CDP unified Virgin Media O2's first-party data from multiple silos to identify and stitch together unique customer profiles. This enabled the creation of audience segments specifically for suppression on platforms like Google and Facebook. As a result, Virgin Media O2 suppressed 70% of existing customers from its campaigns, saving £1 million in media spend in one year. The solution also decreased cost per order by 37% and increased the conversion rate by up to 43% with the reinvested budget.

Virgin Media