Why O2 set up a marketing effectiveness team

O2 is on a mission to makes its marketing as effective as it can be by joining up its customer, brand and commercial divisions and measuring effectiveness in real time.
The mobile operator set up a separate marketing effectiveness team just over a year ago led by its head of research and analytics Sandra Fazackerley. She runs a team that numbers around 80, comprised of people from various parts of the business as well as O2’s agencies.
Nina Bibby, O2’s CMO, describes the marketing ef