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Tata Sky uses ML Ready Account Structure for increased efficiency

Challenge

Tata Sky is India's largest DTH services provider & has its footprints  spread across 2 lakh towns with 18 million+ connections. It has  continuously invested in providing best-of-class services infrastructure for its customers. Digital is a key channel for acquiring servicing customers and the Tata Sky team wanted to maximize  efficiency while increasing scale leading into the Festive season.

Approach

The account was structured to provide a very detailed view of  performance across multiple dimensions which provided for  greater control for optimization. Under Project Neev, we adopted  the machine learning ready structure, with fewer campaigns  based on the USPs and created new unique ads to corresponding  ad groups.

The new structure created by consolidating ~20 campaigns to a  single campaign, created for Machine Learning was then put on  Google Smart Bidding -TCPA

 

“Search is the largest driver of digital acquisitions for us.  We wanted to scale this and bring in more efficiencies  from the channel. Google team worked closely with our  agency Sokrati, on restructuring our account and helping us drive greater ROI from our campaigns. We are really  happy with the results and would try leveraging more of  automation & machine learning approach.”

Anurag Kumar

Chief Communications Officer, Tata Sky

 

“We've been working with Tata Sky for a very long time  now and their willingness to constantly experiment and  innovate never stops to impress me. Adopting Project  Neev is yet another example of us grabbing each  opportunity from the AI powered disruptions in  performance marketing.”

Anubhav Sonthalia

Chief Executive Officer

Results

327%

Incremental Transactions

14%

Lower Cost per Order

2.5x

Higher contribution from non-brand search

Discover how we did it. Contact us today.