How to increase reach efficiency and effectiveness of MEO’s digital marketing campaigns? Measuring the performance of MEO’s digital marketing display campaigns

Abstract

This thesis report follows a Work Project (WP) developed at the leading Portuguese telco (MEO) on the topic of performance measurement of digital marketing (DM) display campaigns. The WP ought to solve issues such as lack of coordination, internal misinformation, data fragmentation and lack of return-centricity of MEO’s digital campaigns’ department. In the end, with a key focus on the use of Web Analytics, a concrete process for campaign ROI calculation was developed, as it was an identified gap, along with several complementary recommendations aiming at the optimization of the firm’s digital performance measurement capabilities.