It's the age-old question that has plagued marketers for years, "What part of my marketing is working?" And, as marketing becomes more fragmented, the question becomes harder to answer.
Telstra, Australia's largest telecommunications company, can have multiple campaigns in-market—across both traditional and digital media—at any one time. To better understand its customers and maximise return on marketing investment, Telstra wanted to implement a data-driven approach to provide deeper insights, faster. The company turned to Accenture for help.