Measuring Media Impact Across the Funnel with T-Mobile
AMSTERDAM / LONDON, 4 March 2021 – It’s been more than two and a half years since Joris Steenvoorden joined T-Mobile’s Media Team as Media Manager. In this role, he is responsible for launching campaigns within paid media and optimizing both on- and offline channels. Ever since he started, he was surprised by how advanced the Objective Platform model is and how it enables the company to measure the impact of their marketing initiatives.
“From the start, Objective Platform has been a preferred partner because of their flexibility and ability to customize to our business needs. This is the reason that ever since we started working with them, we have continued to expand the usage of their model across our organization.”
As an organization, T-Mobile has always had their mind on data: everything needs to get measured. Overall, the focus of the Media team is on traditional Sales metrics like acquisition and customer retention while also covering long term objectives and brand metrics. Although most companies look at these metrics and only consider their performance through last-click, Objective Platform has empowered T-Mobile to take it to the next level. Instead of focusing on last-click solely, they are now able to measure impact across the entire marketing funnel and optimise them on a weekly basis. As Steenvoorden says: “There was a risk in relying on a single metric like last-click in that it could cause you to invest too much in a channel that’s not optimal for your strategy. Instead, we wanted to know exactly which channel is delivering the best results – even if this channel is digital audio for example. From there, we can then build and continue to optimize our strategy.”
Proving its value
Though there are multiple stakeholders at T-Mobile that benefit from Objective Platform’s insights, it’s not just there for the roles that have an analytical perspective. The data that’s gained through the model also helps some of the Content creators of the company to take a more data-driven approach. To illustrate this, Steenvoorden shares: “Originally, our Advertising Team felt that mentioning pricing in our offline ads might increase their effectiveness. Rather than blindly trusting this hypothesis though, the team decided to test and validate it by using Objective Platform’s measurement model.” As a result, they learned that traffic to shops was impacted positively when they used OoH advertising that didn’t include pricing, while a relative uplift in sales could be seen from ads without prices on TV and radio. “To us, this was a clear example of measuring impact across the funnel and channels.”
Originally adopted by the e-commerce branch of T-Mobile, the company has worked with and expanded their usage of Objective Platform for a number of years now. Today, the solution is also used by the group’s various brands, and by T-Mobile’s Media Team that also uses it to measure the impact of their omni-channel approach. And it doesn’t stop there. Next up, they are planning on connecting their CRM data, and optimising their strategies based on Customer Lifetime Value insights provided by the model.
In collaborating with Objective Platform, Steenvoorden says he’s been pleased with the customized approach. “Instead of offering a one-size-fits-all solution, they have always started their conversations by asking us “What do you need?”. From there, it’s been a partnership that has grown and that we will continue to expand on.” In addition to allowing customization, the ownership of performance data is also considered to be a huge advantage. When companies work with external agencies in order to measure the impact of their work, there is a risk of losing historical data once the partnership ends. With Objective Platform, companies are able to access their data in real time and make data driven decisions or challenge business ideas whenever they need to. “The fact that we can look at our performance across the funnel and different touch points enables us to optimize our strategy and media spend – anytime and anywhere.”