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Tata Sky Scaled New Connections by 1.5x with Improved Digital Maturity & Cross Channel Measurement Strategy

Challenge

Deploy a holistic measurement & attribution strategy to understand cross channel impact on user’s purchase journey while subscribing for Tata Sky DTH connection.

Approach

We got Tata Sky to fill BCG digital maturity survey and found out that they were in Emerging stage.
● Shared a roadmap based on 5As to improve their maturity by focusing on right media buying as well as measurement.
● To measure reach effectively, we consolidated open auction & reservation buys. Besides, we started optimizing for visits & not just impressions to maximize leads
● Proposed integration across Google Ads, DV360, SA360 & Facebook using DCM to maximize cross channel efficiencies & help us map consumer journey across various touchpoints.
● Used Assisted conversion & Path to conversion reports in DCM to understand the impact of Display on Search

 

“We wanted to track and measure the outcomes across the full funnel, especially for the top funnel campaigns. BCG maturity survey helped us prioritize actions and take a strategic step towards solving for measurement & marketing in action.”

Anurag Kumar

Chief Communications Officer, Tata Sky

 

“We all know that Digital Transformation is the need of the hour but without a plan, it is impossible to achieve. I’m proud of the work our teams have accomplished and we continue to work harder and faster to see Tata Sky reach a true People-Based Multi-Moment Marketing Powerhouse.”

Anubhav Sonthalia

Chief Executive Officer

Results

150%

Increase in New Connection Sales

25%

Uplift in Search conversions

5x

Lower CPA vs Last Touch Attribution

Discover how we did it. Contact us today.