O2: Uncovering the true value of Facebook for performance marketing

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: O2 Brand owner: Telefónica Lead agency: Visual IQ, Forward Media Country: United Kingdom Industries: 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 Cus

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