CDP made easy: "How suppressing existing customers from paid media, saved Virgin Media O2 £1M, and brought more new customers in return"

Virgin Media O2 and Zeotap have jointly embarked on a journey to deliver a best-in-class digital experience to VMO2's customers by taking full benefit of data. The data estate team has been building game-changing data governance and privacy capability at Virgin Media O2 with a vision to move the organisation towards treating data as a strategic asset. A testimony to our time-to-value proposition, we started simple by suppressing existing customers from being targeted in PPC channels such as Google Search Ads and Facebook Ads. This simple but highly impactful use case alone resulted in staggering acquisition cost savings: -37% drop in CPO, and +25% increase in conversion rate which is now re-invested in winning more customers with higher conversion rates at low-cost.

The journey continues. Now, Virgin Media O2 with Zeotap are working on delivering more personalised digital customer care by leveraging the power of Zeotap Customer Data Platform.