O2: Uncovering the true value of Facebook for performance marketing

Kristian Lorenzon

O2, the mobile phone network, developed a multi-touch attribution model to understand the role of Facebook in its advertising mix and decrease cost per acquisition in the UK.

Campaign details

Brand: O2Brand owner: TelefónicaLead agency: Visual IQ, Forward MediaCountry: United KingdomIndustries: Telephone & internet services

Executive summary

Until now, Facebook has been an unknown entity to performance marketers across the globe. Having a closed approach to third-party tracking made it impossible to track and measure consumer exposure to Facebook advertising across devices, including Custom Audiences.

To uncover the true value of Facebook, leading UK Telecoms Company O2 worked with Visual IQ and Forward Media to develop a world-first multi-touch attribution model that included the previously unattributed Facebook impressions and Custom...

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