From capturing leads to revealing the revenue value of marketing
Ordnance Survey (OS), Great Britain’s mapping agency, developed a national geospatial data platform to provide access to authoritative mapping and geographic datasets. It needed to drive customers, partners and developers to the new Data Hub efficiently.
They needed:
- public sector and government customers to learn about and visit the new online Data Hub
- to model revenue uplift and understand their return on ad spend
We combined internal data, in-field testing & advanced maths to build results & insights, delivering:
- a digital advertising awareness campaign
- customer journey mapping
- revenue modelling
Our impact
- Doubled the uplift in licence numbers
- Demonstrated additional revenue generated
- Surfaced the traffic split, revenue and return on advertising (ROAS)
- Revealed the unit cost for marketing
The unit cost for marketing, became a ‘lingua franca’ between marketing, sales and finance teams at OS, guiding marketing strategy & investment allocations.
