Optimising ROI on marketing spend across TV and digital
How we helped a global gaming client combine TV and digital data into a unified attribution model, cut inefficient spend by 10%, reposition TV for long‑term brand ROI, and build scalable dashboards to support quicker, smarter channel decisions.
Case Study: Optimising ROI on marketing spend across TV and digital
Results
10%
Immediate savings in marketing spend
Established that 80% of TV impact delivered long-term brand value
Centralised brand, TV, and digital data into a single source of truth
The Client
Experienced highly complex customer behaviour across re-activation of old customers
and registration of new players.
Had a Marketing strategy across Brand/TV/Digital that was inconsistent and suboptimal.
The Challenge
This global ecommerce business used TV to attempt to drive players to sign up to an online gaming platform. Although TV constituted greater than 90% of their total marketing budget (across both paid TV ads and sponsored programming/gaming tournaments), the value of TV in terms of driving both revenue and registrations of new players was entirely unknown to the business.
What is the true value of digital, TV and brand activity in terms of both:
Short term commercial performance?
Long term brand impact?
How can offline + online channels be best used in combination to improve efficiency of acquisition?
What is the value in growing the size of the market versus growing our market share?
The Solution
We combined multivariate statistical analyses with advanced machine-learning
techniques in a holistic model which included both offline and digital marketing
channels. This required identifying the correlation between TV activity and digital activity in both the long and short term and layering these impacts into a Markov attribution model.
The Method
Project Approach
Stakeholders: Continual engagement with CMO, marketing channel managers, brand managers.
Strategy: Substantial strategic consultancy component ensures that statistical model is aligned with brand goals.
Modelling + Analysis
Unification: Disparate data in Brand/TV/Digital unified as a single source of truth.
Holistic approach: Essential to combine digital and offline channels in one model to estimate commercial impact.
Layered: Establish which digital channels are impacted by offline activities (eg. TV, sponsorship). Establish how marketing influences long term brand awareness.
The Results
Commercial improvements:
Short-term: -10% immediate savings in marketing spend.
Long-term: Established that 80% of the impact of TV was in long term brand value (20% in immediate commercial uplift).
Strategic improvements:
TV creative was refocused on creative messages designed to promote brand awareness.
MMM model was embedded within internal tools to be scaled across all markets (model was developed in a pilot market).
Centralised all relevant data, creating a single source of
truth across brand/TV/digital marketing.
Marketing ROI Improvements:
Our model identified immediate spend improvements. We
identified some areas of marketing spend were wasteful, and generated neither short-term commercial impact nor long term improvements. By identifying this wasteful spend, we were able to make recommendations to the business about where this budget could be spent more effectively.
Marketing Strategy Improvements:
Our model established that the impact of TV in terms of driving short-term commercial impact was minimal. Instead, almost all the value of TV was in driving long term brand awareness. This information was key to marketing strategy for the business and led to a dramatic strategic repositioning of TV strategy (which had previously been targeted at driving short term weekly uplifts in revenue).
Lynchpin help us unlock the millions of data points we have and turn them into valuable insight, which we use on a daily basis to improve our traffic, customer journey and sales performance. Their data scientists don’t just support our internal data and analytics team, they are genuinely commercial and committed to understanding our business, which means the outputs are always in line with our company strategy!
They have worked alongside us for ten years to support our data maturity and had a major impact in turning us from a company with data, to a data driven decision making company. We value our relationship with Lynchpin and fully expect our partnership to be a longstanding one.John Donnellan, Senior Director of Digital Strategy, Operations & Marketing, Canon EMEA
For over eight years, Lynchpin have provided expert support across the web analytics’ piece for John Lewis Finance. Whether it’s building actionable dashboards, advanced reporting and visualisation, deep dive analytics, data engineering and tagging specs, or designing complex attribution models, Lynchpin prove themselves again and again as highly experienced and competent. They have led and driven our analytics strategy and played an essential role in our business growth. Highly personable, their consultants are well known within the office and I would recommend them as a trusted 3rd party business partner.Adam Taylor, Partner & Web Manager, John Lewis Financial Services
The PRISM model guides organisations and marketers to move towards not just identifying and satisfying customer requirements, but using data and analysis to anticipate and predict their needs.Michelle Goodall, Social Media & Digital Transformation Consultant, Econsultancy
We have partnered with Lynchpin for several years now and they have played a key role not just in delivery of day-to-day and project-based initiatives but also in development of our solution design and data collection architecture. Lynchpin’s depth and breadth of expertise and experience as well as their non-partisan ethos – not being tied to specific solution providers – has enabled us to understand both the benefits and the potential pitfalls of different solutions and designs. As a result we have very solid data quality and that’s reflected in the quality of the insight we are able to serve to the business. The team at Lynchpin are flexible, supportive and great colleagues to have. They are a highly valuable part of the extended LexisNexis team.Michele David, Lead Product Owner, LexisNexis Risk Solutions Group
Over the past 5 years, I have worked almost continuously with Lynchpin on various data engineering and analytics projects. They are adept at navigating complex business requirements and helping you to really ‘look under the bonnet’ and understand the power of your data.
We have a great partnership with the team at Lynchpin, they are a valuable support to our business strategy with their extensive experience and knowledge of data engineering.
Throughout a complex website re-platforming project which combined a standard and subscription customer proposition, Lynchpin helped us build an analytics infrastructure which not only met the brief it also went that extra mile to future-proof us.Michelle Corp, eCommerce Director, Lily’s Kitchen
We have enjoyed working with Lynchpin for a number of years now and they very much feel a part of the team. Their in-depth analytics expertise and experience, alongside the ability to fit in with our ways of working have proved invaluable to us.Adnan Chaudhry, Vice President of Marketing Analytics, Research & Planning, Emirates
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