By Seb Joseph

CRM and marketing automation aren’t natural bedfellows but Virgin Media thinks they should be and is plotting its first programmatic strategy in the hope it can use their combined benefits to reduce its reliance on search-driven traffic and online travel agencies.

But the travel agent can’t do this on its own and has appointed The Exchange Lab to help after a successful year working together. During this time, cost per acquisition (CPA) was 29.3 per cent below target and retargeting CPA was 30 per cent below target, which were enough to convince Virgin Holidays that it should scale the approach across Read full story ›

Source: The Drum