Jazztel: Direct response

Esla de Murga, Guillermo Paz

Telecoms company Jazztel created DR, a decision tool based on the MX algorithm, to optimise the direct response to its TV advertising and boosted its conversion rate in Spain.

Campaign details

Brand: JazztelBrand owner: Orange GroupLead agency: Arena MediaContributing agency: DBiMarket: SpainSector: Telephone & internet servicesMedia channels: Television - direct responseBudget: No budget

Executive summary

Direct Response (DR) is a decision tool created ad hoc for Jazztel to optimise the direct response to advertising. It achieves in a few seconds what a data scientist would do in several working days. Thanks to it, we could not only work on media and creative recommendations but also to be closer to Jazztel in business decisions. Helping...

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