Orange - Pistemap: how skiing inspired transformation in digital marketing for Orange

Digital media are usually assessed according to ‘last click wins’ measures, but i-level and Orange felt these ways were inaccurate since most online journeys are comprised of multiple events.

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...

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