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.
LOCATION: Chatswood, Australia
URL: www.vodafone.com.au
INDUSTRY: Telecommunications
CHALLENGE
» Disparate data sources inhibited
accurate reporting
» Limited insight into
customer behavior
» Limited ability to map online offers
with customer preferences
CHALLENGE
When Vodafone Australia launched its
online store, it needed to leverage a
combination of customer, Web site and
media data to maximize revenue. The
company had fragmented reporting
and no “single source of truth” for its
various data sources.
Additionally, Vodafone needed to
find answers to questions about the
specifics of the transactions that
were taking place on a customer
level; questions such as: What online
services were existing customers
using? What products were prospects
interested in? Were they printing or
forwarding specific offers? How could
they get to the most suitable offers with
fewer clicks? What offers did they add
to their shopping cart? At what steps
did they drop out of the conversion
process? How was the online store
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
PRODUCTS:
Test&Target, Survey
SOLUTION
» Implemented the Omniture Online
Marketing Suite to centralize
reporting across multiple channels
» Used Omniture SiteCatalyst
and Omniture SearchCenter
to optimize search campaign
management and map SEM
strategies to customer behavior
» Used Omniture Test&Target to test
various content and creative against
specific customer segments
» Used Omniture Survey to gain richer
insights into specific visitor segments,
media channels and aspects of the
online customer experience
combination of campaigns led to the
confirmed sales?
De-duplicating conversions by media
channel was also a major challenge for
the Vodafone online store team—making
it difficult to allocate media budgets for
each channel. In addition, the company
needed to know more about conversions
that started online but finished offline,
and vice versa—a major obstacle, as a
large portion of Vodafone’s transactions
are still completed in retail stores or
require additional offline fulfillment steps.
Finally, Vodafone has multiple paid
search budgets across various business
units, all of which have their own unique
KPIs, making it difficult to optimize and
coordinate search campaigns using
standard metrics and bid management
platforms—including internal search.
SiteCatalyst, SearchCenter,
RESULTS
» Gained a 5% increase in completed
online orders
» Achieved a 600% increase in ROI
after one month
» Drove a 400% ROAS
» Centralized reporting across
multiple data platforms
“There was limited media accountability
and insight into how different channels
work together to drive sales,” explains
Christian Bartens, Managing Director of
Datalicious, the consulting partner that
deployed the Omniture Online Marketing
Suite for Vodafone. “Plus, the company’s
search strategy needed a wider set
of metrics to reach the next level,
something only a bid management tool
that is integrated with a Web analytics
platform can provide.”
“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,” adds Joanna Pretty, Head
of Direct Response (the Vodafone team
managing the online store).
“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
To drive maximum ROI with its new
online store, Vodafone 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.
» With Omniture SiteCatalyst, the Online
Marketing Suite Web analytics engine,
Vodafone centralized reporting across
all media channels, giving the company
the ability to pull information on cross-
channel initiatives in one single report.
This allowed Vodafone to effectively
de-duplicate conversions while enabling
the company to path and visualize
the multiple campaign touch points
influencing conversion.
» Using the automated bid management
capabilities of Omniture SearchCenter,
coupled with Omniture SiteCatalyst
Web analytics, Vodafone found
efficiencies in search campaign
management and optimization, as well
as tagging efforts.
» Using Omniture Test&Target, the
company was equipped to optimize
content placement throughout the
Vodafone network of Web sites, by
testing different ad executions and site
features. The platform also allowed
the company to target specific visitor
segments and deliver the most suitable
content for each segment—including the
ability to customize internal search results
based on historical visitor behavior.
» Using Omniture Survey, Vodafone
combined online survey and Web site
data to gain richer insights into specific
visitor segments, media channels
and aspects of the online customer
experience. A recent survey, for example,
addressed the challenge of discovering
what causes order process drop outs.
RESULTS
The Omniture Online Marketing Suite
of integrated products has improved
Vodafone online initiatives by providing
additional insight and performance
improvements. The online store, in
particular, increased its response and
conversion rates, leading to a positive
impact on the bottom line.
Optimized Checkout Process
Vodafone identified an opportunity
to improve the checkout process with
SiteCatalyst and used Test&Target to
test various elements of the process,
identifying a copy change as a key factor
that could have easily been overlooked.
Updating the copy resulted in a 5%
increase in completed online orders, which
represents a return on investment (ROI) of
more than 600% in the first month after
the change was implemented.
 ABOUT VODAFONE AUSTR ALIA
Optimized Content Delivery An unforeseen benefit of Test&Target Worldwide, Vodafone is focused solely on
Vodafone leveraged Test&Target to for Vodafone was the ability to manage mobile technology. The company’s aim is to
identify specific visitor segments and the messaging from its different business develop and deliver new wireless services for
to deliver highly targeted messaging units. “It almost became a second content people who want the freedom and flexibility
to communicate and access information
based on behavioral characteristics, management system with marketing
anywhere, anytime. Vodafone Group was
including the search terms visitors used, smarts,” says Bartens. “It allowed us established in the UK in 1983, and has
as well as observed content and product to identify and target specific visitor equity interests in 26 countries and partner
affinity during previous visits. Aside from segments with customized messaging.” networks in a further 13 countries—leaving an
improving the quality of internal search This was an important element because unmatched network footprint that has access
results—which lead to a visible increase the Vodafone Web site had several key to a total customer base of almost 155 million
in online orders from the search results areas of prime real estate with different proportionate customers. Vodafone Group
page—the company reduced the average internal business units competing for the Plc has played a significant role in Vodafone
landing page bounce rate and increased same spot.” Australia’s business since its inception as well
response rates for on-site promotions as in the management and development of
Vodafone New Zealand and Vodafone Fiji.
and merchandising across the board, The Omniture Online Marketing Suite
resulting in an overall improved customer also allowed for integrations with
ABOUT DATALICIOUS
experience and increased ROI. Vodafone’s ad serving, email and
Data analysis, integrity and optimisation are
fulfillment platforms, allowing reporting at the core of the Datalicious repertoire, with
Optimized Return on Ad Spend (ROAS) to be centralized. Vodafone can now clients ranging from FMCG’s over telcos to
SearchCenter allowed for automated bid deliver comprehensive dashboards financial services. Since their establishment
management, rollup of multiple accounts and performance reports to relevant in 2007, Datalicious has been fundamental
and more effective campaign optimization stakeholders within the company, as well in changing the way the industry thinks about
due to a richer set of available metrics. as external agencies and other marketing data. By facilitating media optimisation
Combined with the support and partners—enabling quality decision- through the understanding of channel inter-
expertise of Datalicious in planning and making and identifying tactical impacts relationships, they’ve successfully improved
managing search campaigns using the on overall strategies. the ROI across their client base. Datalicious is
able to provide a 360° service. From platform
Omniture Online Marketing Suite, many
design and system integration, channel
improvements were realized, resulting in optimisation and product planning, through to
an average ROAS of more than 400% in reporting and analysis, they give their clients
the first few months after implementation. complete transparency.

OMNITURE—THE LEADER IN ONLINE BUSINESS OPTIMIZATION

More than 5,200 companies around the world rely on The Omniture Online Marketing Suite to optimize customer interactions—
creating more personalized, relevant customer experiences while also maximizing the return on their marketing spend. The Omniture
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demand infrastructure that is designed to scale with customer needs.

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