Optimising marketing budget allocation for BT

Optimising marketing budget allocation for BT

We are very pleased with the traction and the credibility that Ebiquity has developed with the senior teams at BT. In a short space of time, Ebiquity has delivered insights that have made significant improvements.

BT Group
Global Head of Media at BT

Practice & Location

Marketing Effectiveness

Objective

BT’s marketing team asked Ebiquity to create a consistent, best-in-class measurement framework to evaluate marketing performance across its group of companies – BT, BT Enterprise, EE, and Plusnet – in the short, medium, and long term. They wanted to be able to make informed budget allocation decisions across brands, campaigns, and media channels.

Approach

Working closely with the client’s insight, marketing, and commercial teams, Ebiquity has provided BT with a holistic view of marketing performance. The approach combines both Marketing Mix Modelling and Brand Equity Modelling.

Outcomes

Our Advanced Analytics team has enabled BT Group to balance investment across brands, identify media opportunities, and improve overall marketing returns without sacrificing long-term performance. This evidence-based approach in marketing decision-making led to a 16% increase in marketing effectiveness for one
brand and enhanced profit across the portfolio.

16% increase in marketing effectiveness

Balanced investment across brands

Enhanced profit across the portfolio.

Project & Process

16 % increase in marketing effectiveness

Overall improvement of ROI

Client managed to make informed budget allocation decisions across brands