Managing spend in the world of advertising is complex. Fortunately, advances in data analytics are making it easier for marketing teams to gain deeper and faster insights into the impact of every dollar spent on campaigns. The key for teams is to find the right tools to cover the broadest possible range of channels and campaign types to understand which ads work, and which don't.

With over 45 million customers, Virgin Media O2 recently set out on a journey to overhaul its customer data platform (CDP). The company focused development on three main use cases, including customer suppression to improve relevancy, lookalike personas to identify new customer opportunities, and delivering relevant offers for cross-sell and upsell opportunities. To achieve its goals, Virgin Media O2 opted to work with Google Cloud and partner Zeotap.

The result: Virgin Media O2 saved millions in annual ad spend while increasing clickthrough rates (CTR) by 38% and conversions by 43%. Let's take a look at how Google Cloud and Zeotap supported the company's success.