Data Strategy Longevity is a Top Concern for 9 Out of 10 UK Marketing Leaders
New findings released today (2nd November, 2026) by Blis, part of T-Mobile Advertising Solutions, have highlighted marketing decision-makers’ concerns about the ongoing ability of their data strategies to keep pace with market demands. The research, conducted…
To prove this real-world impact, Blis ran side-by-side campaign tests across five UK audience segments: Travel & tourism; Health & fitness; Food & restaurants; Music & movies; Clothing & fashion. A control group using standard campaign targeting was compared to one which included telco-verified data signals within the targeting parameters. Every category saw a statistically significant increase in category affinity of between 38 - 155%.
Charlie Smith, CRO, Blis comments, "Data accuracy is not optional in the evolving digital landscape. This research makes it clear: signal loss is a significant and urgent issue for many of the UK’s most influential marketers. The vast majority are very aware that traditional data sources just aren’t fit for modern marketing purposes."
"As modelling and automation play ever greater roles within digital, they can only ever be as good as their foundational seed data. The opportunity presented by trusted telco data, especially provided through an omnichannel DSP like us, is simultaneously reliable, privacy-first, and highly actionable. This study demonstrates it can deliver exceptional precision and, crucially, outcomes."
The full research findings are available through a new whitepaper Well Connected: How telco data performs against the UK’s biggest audience targeting challenge available here : Well Connected Whitepaper .
The Blis matched-market geo-experiment ran across 3,500+ respondents in target geographies across five UK consumer verticals: Health & fitness, Food & restaurants, Travel & tourism, Music & movies, and Clothing & fashion. It spanned a baseline audience, built in each vertical using location and spend signals layered with Experian consumer segments and spend data. Matched geographic areas then received an additional layer of telco signal, while control areas retained the baseline stack. Respondents were surveyed with four questions: category interest, most-engaged category, actions taken in the last month, and actions expected in the next three months. Results were compared between control and telco-enhanced groups per vertical, with a 95% confidence threshold. The telco data in this report comes from UK mobile network partners, not T-Mobile US customers.
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