How did BPP University use Infinity and Google DS3 to gain a complete view of their customer journey?

Find out how


Increase in call volumes year-on-year


Drop in cost-per-call


BPP is Europe’s largest specialist education, training, and publishing provider with the majority of student enquiries and applications coming in over the phone. Before DS3 integration they were receiving around 1,000 calls every month that they couldn’t attribute back to the keywords that had prompted them.

Gaining full visibility over the end-to-end customer journey and the keywords driving phone call leads

The whole process was dealt with really quickly and professionally.


Having worked with Infinity for more than a year with great success, BPP decided to integrate their call data into Google DS3 bid management system. The complete integration of call tracking data into DS3 took under two weeks.

With their call tracking data integrated into DS3, BPP were able to begin optimising their paid search campaign towards what was really bringing them results:

  • Lower Cost Per Call – Between June and July 2013 BPP’s cost per call dropped by 15.7% as BPP were able to optimise their PPC spend and gear it towards those terms that were driving calls.
  • Holistic Attribution – By integrating with DS3 reporting, BPP was able to take a more complete view of their customer’s journeys and gained a clearer picture of their behaviour.
  • More calls, more conversions - Call volumes increased by 30% year on year for July. The month on month increase from June to July in 2013 was 8% higher than the month on month for the same period in 2012.
  • Full Insight – uniquely, simultaneous attribution models can be used to analyse, and test those models against each other, to give true measured insight, on what keywords drive calls. Infinity’s powerful tools and attribution modelling give BPP a complete view of their customer journey.

With the Infinity Call Tracking system BPP can now track their customers through a previously invisible part of the customer journey (Phone Calls). Infinity gave ongoing training and support to the BPP team, so that they could get the most out of their new ability to optimise for keywords that drive calls.

With Infinity integrating their call data into their bid management system, BPP understand what is driving calls, how they can optimise their spend, and are reaping the benefits with a higher call volume that costs them less for each call.

What the client says

The whole process was dealt with really quickly and professionally and Infinity were there to support us throughout. Before we were investing heavily in digital media spend but couldn’t attribute this through to queries, applications and sales. Now we have a complete view of customer attribution and can measure our spend.
Simon Hoe | Ecommerce Manager, BPP

Ready to unlock real audience insight at scale?

Discover how our call intelligence will help you

Book a demo

Recent case studies

Case Study thumbnail: Motorpoint | US


Learn how Motorpoint, the UK’s leading independent retailer of nearly new and used cars, is using call data to fuel their pipeline.

Read case study

Case Study thumbnail: Circle Health Group | US

Circle Health Group

Discover how a smart integration with an advanced tech stack led to an award-winning shift in marketing culture for this leading healthcare company.

Read case study

Case Study thumbnail: Stoneacre Motor Group UK

Stoneacre Motor Group

Find out how leading UK automotive dealership group, Stoneacre, used Infinity to fuel their sales engine by tripling PPC sales calls and boosting AOV by 21.1%.

Read case study

Case Study thumbnail: NFU Mutual

NFU Mutual

Find out how Infinity’s Smart Match solution helped leading specialist insurance company, NFU Mutual, optimise their marketing campaigns to improve call quality and grow revenue.

Read case study

Case Study thumbnail: Southern Sheeting

Southern Sheeting

Find out how the building materials specialist used Infinity’s Smart Match solution to increase the improve PPC campaign performance.

Read case study

Case Study thumbnail: Specsavers


Find out how Specsavers used the Infinity platform to gain a clear picture of the customer journey to open up new opportunities and transform their marketing campaigns.

Read case study

Case Study thumbnail: Pendragon


Find out how Pendragon leveraged their call data to drive better customer experiences while reducing their CPA by 63.8%.

Read case study

Case Study thumbnail: Access Self Storage

Access Self Storage

How did Infinity help Access Self Storage cut contact centre costs while dealing with a significant boost in phone traffic?

Read case study

Case Study thumbnail: Vodafone


Find out how Vodafone boosted conversion rates and gained clarity on which of their affiliate channels were driving their sales calls with Infinity.

Read case study