How data-driven efficiency boosted Christmas sales for Magenta Telekom
In the highly competitive Austrian telecommunications market, Magenta Telekom faced the challenge of distinguishing itself from competitors during the crucial Christmas season. With the goal of acquiring new customers and increasing the value of existing ones, they opted for a data-driven and innovative digital campaign.
Challenge
The market in the fourth quarter is extremely competitive. A broad target group, high advertising expenditure by competitors, and fragmented media consumption made it difficult to reach potential customers efficiently and precisely. The question was: How can the advertising budget be used most effectively to create the optimal customer journey?
- Efficient new customer acquisition: Significant reduction in acquisition costs (CPA).
- Increase in Customer Lifetime Value: Maximizing revenue from existing customers through up-selling and cross-selling.
- Performance improvement: Above-average ROAS and increase in qualified website traffic.
The stringent, data-driven and highly efficient strategy helped us achieve outstanding performance in the most important quarter of the year, significantly increasing both efficiency and impact.
Measures
Our answer was intelligent customer journey orchestration – a user-centric, cross-channel strategy optimized in real-time. We consistently relied on the use of strong first-party data, innovative technologies, and strategic partnerships.
- Data-based targeting: By combining CRM data, Google Analytics, and self-generated data, highly personalized target groups were defined for new and existing customers.
- AI-powered targeting: With AI-based Advantage+ Targeting on Meta, we continuously optimized the campaign, surpassing traditional targeting approaches.
- Cross-channel synergies: A seamless integration of Programmatic Display, YouTube, and Social Media (Meta, TikTok) ensured that users were addressed throughout their entire customer journey.
- Local partnerships: Collaborations with high-reach Austrian publishers (e.g., Willhaben, derstandard.at) and influencers ensured authenticity and trust.
This project is a prime example of how the smart and innovative use of first-party data in combination with AI technologies can redefine digital advertising. It proves that data-driven decisions are not only more efficient but also lead to measurable and significant business success.
Results
The stringent, data-driven strategy proved to be extremely successful. We not only met the set goals but exceeded them in all areas. The campaign generated a significant increase in high-quality traffic, which was directly reflected in pleasing sales figures.
- % Cost per new customer
- % above-average ROAS
- % ROAS existing customers
- % Website Sessions compared to the previous year
Excellent!
