TalkTalk: Econometrics optimisation

Telco TalkTalk built a data-led model to increase efficiency of its marketing spend, drive uptake of subscriptions and increase the value of existing customers.

Campaign details

Brand: TalkTalkBrand owner: TalkTalk PlcAgencies: m/SIX, The&PartnershipCountry: United KingdomIndustries: Telephone & internet servicesMedia channels: Online displayBudget: 10 - 20 million

Executive Summary

This is not a conventional data-driven...

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