Measuring the impact of campaigns across the entire marketing funnel with T-Mobile

The challenge: Identifying the right channels to invest

Objective Platform empowered one of the biggest conglomerates in the TelCom Industry – T-Mobile-  to go beyond single metrics like last-click to measure performance across online and offline media.

Before starting this project, the focus of the Media team was on traditional Sales metrics like acquisition and customer retention, while also covering long-term objectives and brand metrics.

The central question was:

How to enable T-Mobile to look at their performance across the funnel and different touch points to optimize their strategy and media spend in a data-driven and flexible manner?