Jazztel: Direct response

Telecoms company Jazztel created DR, a decision tool based on the MX algorithm, to optimise the direct response to its TV advertising and boosted its conversion rate in Spain.

Campaign details

Brand: Jazztel Brand owner: Orange Group Lead agency: Arena Media Contributing agency: DBi Market: Spain Sector: Telephone & internet services Media channels: Television - direct response Budget: No budget

Executive summary

Direct Response (DR) is a decision tool created ad hoc for Jazztel to optimise the direct response to advertising. It achieves in a few seconds what a data scientist would do in several working days. Thanks to it, we could not only work on media and