Orange - Pistemap: how skiing inspired transformation in digital marketing for Orange
Principal Author: Martin Lawson – i-level
Contributing Authors: Jeremy Morris and Helen Thomson – Orange; Jon Fox, Steven Ray and Mark Creighton – i-level
Whilst this paper is quite unlike most IPA Award entries, the industry judges felt that it delivers a definitive analysis of consumer behaviour online and offers us clear new learnings around the roles of natural search, paid-for-search, display impressions and display click-through in nudging consumers along the journey to sale and ultimately giving us a true picture of ‘cost per sale'. Digital...