1. Vodafone Australia Centralizes Reporting and
Optimizes Conversions with the Omniture Online
Marketing Suite
600% LEADING TELECOMMUNICATIONS CORPOR ATION INCREASES ROI BY 600 PERCENT IN ONE MONTH
SUCCESS STORY
OVERVIEW
As one of the world’s largest mobile and data communications corporations, Vodafone
Australia was intent on combining multiple data sources and channels to achieve an
accurate view of company performance. The company implemented the Omniture Online
Marketing Suite, leveraging four products designed to drive increased performance—from
acquisition, to customers’ on-site experience and conversion, to retention and remarketing.
The Omniture Suite provided Vodafone with an integrated source for marketing performance
analysis and optimization.
2. LOCATION: Chatswood, Australia PRODUCTS: SiteCatalyst, SearchCenter,
URL: www.vodafone.com.au Test&Target, Survey
INDUSTRY: Telecommunications
CHALLENGE SOLUTION RESULTS
» Disparate data sources inhibited » Implemented the Omniture Online » Gained a 5% increase in completed
accurate reporting Marketing Suite to centralize online orders
reporting across multiple channels
» Limited insight into » Used Omniture SiteCatalyst » Achieved a 600% increase in ROI
customer behavior and Omniture SearchCenter after one month
to optimize search campaign
management and map SEM
» Limited ability to map online offers » Drove a 400% ROAS
strategies to customer behavior
with customer preferences
» Used Omniture Test&Target to test » Centralized reporting across
various content and creative against
multiple data platforms
specific customer segments
» Used Omniture Survey to gain richer
insights into specific visitor segments,
media channels and aspects of the
online customer experience
CHALLENGE
When Vodafone Australia launched its combination of campaigns led to the “There was limited media accountability
online store, it needed to leverage a confirmed sales? and insight into how different channels
combination of customer, Web site and work together to drive sales,” explains
media data to maximize revenue. The De-duplicating conversions by media Christian Bartens, Managing Director of
company had fragmented reporting channel was also a major challenge for Datalicious, the consulting partner that
and no “single source of truth” for its the Vodafone online store team—making deployed the Omniture Online Marketing
various data sources. it difficult to allocate media budgets for Suite for Vodafone. “Plus, the company’s
each channel. In addition, the company search strategy needed a wider set
Additionally, Vodafone needed to needed to know more about conversions of metrics to reach the next level,
find answers to questions about the that started online but finished offline, something only a bid management tool
specifics of the transactions that and vice versa—a major obstacle, as a that is integrated with a Web analytics
were taking place on a customer large portion of Vodafone’s transactions platform can provide.”
level; questions such as: What online are still completed in retail stores or
services were existing customers require additional offline fulfillment steps. “We needed a detailed and accurate
using? What products were prospects view of our disparate data sources to help
interested in? Were they printing or Finally, Vodafone has multiple paid us make informed decisions about our
forwarding specific offers? How could search budgets across various business ad spend and areas for conversion rate
they get to the most suitable offers with units, all of which have their own unique improvement,” adds Joanna Pretty, Head
fewer clicks? What offers did they add KPIs, making it difficult to optimize and of Direct Response (the Vodafone team
to their shopping cart? At what steps coordinate search campaigns using managing the online store).
did they drop out of the conversion standard metrics and bid management
process? How was the online store platforms—including internal search.
impacting retails sales? And most
importantly, were the online orders
converting into confirmed sales once
the credit check had been completed
offline—and what campaign or
3. “We needed a detailed and accurate view of our disparate data sources to help us make
informed decisions about our ad spend and areas for conversion rate improvement.”
HEAD OF DIRECT RESPONSE
VODAFONE.COM.AU
» Optimization of copy resulted
in a 5% increase in completed
online orders representing an
ROI of over 600%
» ROAS of over 400% search
marketing
SOLUTION RESULTS
To drive maximum ROI with its new efficiencies in search campaign The Omniture Online Marketing Suite
online store, Vodafone implemented management and optimization, as well of integrated products has improved
the Omniture Online Marketing Suite, as tagging efforts. Vodafone online initiatives by providing
leveraging four products designed to drive additional insight and performance
increased performance—from acquisition, » Using Omniture Test&Target, the improvements. The online store, in
to customers’ on-site experience and company was equipped to optimize particular, increased its response and
conversion, to retention and remarketing. content placement throughout the conversion rates, leading to a positive
The Omniture Suite provided Vodafone Vodafone network of Web sites, by impact on the bottom line.
with an integrated source for marketing testing different ad executions and site
performance analysis and optimization. features. The platform also allowed Optimized Checkout Process
the company to target specific visitor Vodafone identified an opportunity
» With Omniture SiteCatalyst, the Online segments and deliver the most suitable to improve the checkout process with
Marketing Suite Web analytics engine, content for each segment—including the SiteCatalyst and used Test&Target to
Vodafone centralized reporting across ability to customize internal search results test various elements of the process,
all media channels, giving the company based on historical visitor behavior. identifying a copy change as a key factor
the ability to pull information on cross- that could have easily been overlooked.
channel initiatives in one single report. » Using Omniture Survey, Vodafone Updating the copy resulted in a 5%
This allowed Vodafone to effectively combined online survey and Web site increase in completed online orders, which
de-duplicate conversions while enabling data to gain richer insights into specific represents a return on investment (ROI) of
the company to path and visualize visitor segments, media channels more than 600% in the first month after
the multiple campaign touch points and aspects of the online customer the change was implemented.
influencing conversion. experience. A recent survey, for example,
addressed the challenge of discovering
» Using the automated bid management what causes order process drop outs.
capabilities of Omniture SearchCenter,
coupled with Omniture SiteCatalyst
Web analytics, Vodafone found
