More deepens SourseAI deal to cut digital CPA costs

More has extended its partnership with SourseAI as the Australian telecommunications provider embeds marketing mix modelling into marketing planning and measurement.

The expanded arrangement broadens More's use of SourseAI's Atlas platform, with work focused on marketing decision-making, scenario planning and forecasting across channels.

Marketing mix modelling (MMM) is a statistical approach that estimates how different marketing activities contribute to outcomes such as sales or customer acquisition. It is commonly used to evaluate the impact of spend across channels, rather than assigning credit to a single touchpoint.

Moving beyond clicks

The shift marks a move away from last-click attribution, which typically allocates credit to the final interaction before a customer converts. That can skew decision-making towards easily measurable channels.

MMM uses aggregated data to assess the effect of marketing activity over time, accounting for shifts in spend, seasonality and broader demand factors. It also supports scenario modelling, comparing expected outcomes under different budget allocations.

Here, the modelling will inform investment decisions ahead of key campaign periods and track performance against target cost-per-acquisition metrics.

More pointed to recent promotions, including Black Friday and Summer Sale campaigns, as examples of where it has been refining marketing and media planning. The updated approach is intended to provide clearer visibility into what is working across the marketing mix.

Cost per acquisition

More and SourseAI said the use of MMM tools contributed to a 24% reduction in digital marketing cost per acquisition over a single quarter, during Q2 of More's FY26 reporting period.

The companies attributed the improvement to analysis that identified channels where additional investment delivered diminishing returns, enabling spend to be reallocated to channels with stronger growth opportunity.

The focus on cost per acquisition reflects pressure on marketers to demonstrate measurable outcomes from media budgets. In telecommunications, acquisition spending can be significant due to customer churn and intense price competition, with a mix of performance marketing, brand advertising, retail distribution and partner channels.

Atlas platform

SourseAI's Atlas platform sits at the centre of the expanded partnership, combining tools for modelling and planning across channels. It can be used for spend optimisation and measurement.

More will continue using Atlas for independent measurement across the marketing mix, aiming to reduce reliance on assumptions in marketing workflows and enable faster adjustments to spend and channel selection based on performance.

The partnership builds on a trial that began in 2024. The latest agreement extends that work, making MMM a more embedded, ongoing process within More's marketing operation.

Competitive Context

More operates in Australia's competitive telecoms market, where customers can switch providers with limited friction, particularly in SIM-only mobile plans. The company sells nbn, phone and mobile services to consumers and businesses, and also offers Ethernet and phone services to small and medium-sized enterprises.

In this environment, marketing teams face trade-offs between short-term acquisition and longer-term brand investment. Attribution becomes difficult when customers see multiple messages and take time to decide. Regulatory and platform changes affecting digital tracking have also increased interest in modelling approaches that rely less on individual-level data.

Rick van Emmerik, More's Chief Growth Officer, described the work as part of a shift to evidence-based allocation of marketing budgets.

"More is focused on making smarter, evidence-based marketing decisions that support sustainable growth. As customer expectations rise and competition increases in Australia, it's critical we understand what's truly driving performance, so we can invest confidently, optimise spend, and continue delivering value for customers," said Rick van Emmerik, Chief Growth Officer, More.

AI Productisation

SourseAI positioned the partnership as a signal of how marketing teams are approaching measurement and investment decisions, linking it to a broader shift from AI experimentation to operational use in business processes.

"Marketing teams are under pressure to do more with less, gut instinct and AI POCs that fail to deliver impact no longer cuts it. Marketing mix modelling gives CMOs the independent, data-driven measurement they need to understand the real impact of every channel and make smarter decisions. The impact that More has already realised is what telcos, in fact any business, ought to demand of their investments in AI products," said Tanya Hyams-Young.

Atlas is designed for telecoms marketing, where activity spans digital performance, brand advertising, sponsorships and affiliate relationships. The platform translates marketing signals into recommendations that can be used for planning and investment decisions.

"Atlas is designed to help telcos connect the dots across complex marketing activity, from digital and brand to sponsorships and affiliates, and translate that into clear, actionable recommendations to support high growth. We're proud to deepen our partnership with More and support their continued focus on disciplined growth and smarter scaling," said Hyams-Young.