Freesat had been on a journey to become a vertically integrated business and also establishing new direct-to-consumer channels... As a result, the role of Marketing within the organisation needed to evolve from simply overseeing brand metrics to driving both brand and acquisition.
Questions addressed during this case study:
- - How does the marketing activity contribute to the brand, and to sales?
- - What is the relationship between brand and sales?
- - How are my media channels contributing to brand and sales performance?
- - Does paid marketing activity impact customer retention?