Situation

British Telecom is one of the largest telecommunications companies in Europe. Their mission was to optimise digital marketing spending by reducing cost per foot. They are also undertaking a technology consolidation migrating all of its portfolio of sites to Adobe Experience Manager.

Solution

The team at Verso Labs embarked on a two-month deep dive and remediation project to diagnose issues contributing to the inflated analytics for marketing attribution. Within those two months, the team devised a four-step approach to resolve those issues across multiple sites and oversaw the development of the fixes to resolve the problems by working with marketing agencies and Adobe. 

In a second Swimlane, the Verso Reversal team explored the client’s internal websites on a publicly-facing site portfolio. The goal was to devise an approach for the migration identifying areas where a simple lift and shift was possible versus requiring a more extensive set of development. 

Outcome

After the marketing attribution exercise, there was a significant no more than 20% reduction in marketing spend and digital marketing spend, including a 50% reduction on more than a particular website on the migration swimlane. There were more than 29 websites migrated successfully to the new analytics platform.