Nielsen's Marketing Mix Modeling Solution
Launched in 2012, NOW TV is an online streaming service that enables users to watch the latest movies, TV shows and live sport. As a young company focused on accelerated growth, NOW TV leverages a number of digital marketing and advertising channels, including online display, paid search, paid social, affiliates and retargeting to drive subscriptions of its TV streaming service packages.
Previously, marketers at NOW TV used a last-click measurement model to guide their digital media and marketing investments. Since this approach only gives credit to the last touchpoint prior to conversion, they suspected their online display ads and other upper-funnel tactics were being undervalued. They sought a more intelligent way to evaluate the true effectiveness of each channel and tactic along the consumer journey, and how they work together to drive conversions. More specifically, they wanted to identify which granular-level components of their online campaigns were the most productive drivers of subscriptions, which were the least productive, and how to best reallocate spend across touchpoints to maximize performance.
Drive business performance by determining the value of each channel and tactic in driving subscriptions, allowing for reallocation of budget to the best-performing areas.
Visual IQ’s team of experienced experts provided the end-to-end support NOW TV needed to replace its outdated last-click measurement model with a sophisticated marketing intelligence platform. Leveraging Visual IQ’s multi-touch attribution (MTA) capabilities to analyze consumer behavior across channels and devices, effectively measure marketing and media performance, and test combinations of channels and tactics, NOW TV was able to:
Using Visual IQ’s platform to measure and optimize its digital spend, NOW TV was able to realize a 20% increase in marketing efficiency within the first 8 months of their engagement. The £136,000 in savings generated by the platform was reinvested into NOW TVs core media plan, where it drove an additional 6,100 new subscribers.
Hungry to boost brand awareness to support the company’s ambitious growth goals, NOW TV is currently expanding its use of the Visual IQ platform beyond direct response to measure and optimize the impact of its media and marketing on brand engagement.
“We were impressed by how smooth and well managed the implementation process was. As a company with ambitious growth goals, we needed a marketing intelligence solution that could support our long-term business strategy, as well as our short-term needs. Not only was the Visual IQ platform able to accommodate our unique business requirements, but we were able to leverage its inter- and intra-channel insights and recommendations to improve our marketing efficiency by 20% within just eight months.”
Jenna Pain, Digital Marketing Controller (Acquisition), NOW TV