Digital media are usually assessed according to ‘last click wins’ measures, but i-level and Orange felt these ways were inaccurate since most online journeys are comprised of multiple events. They identified, and capitalised upon, an opportunity to increase the effectiveness of digital by understanding how consumers behave over the entire online experience. Pistemap, an investment tool, was developed to optimise Orange’s online customer journey data, applying it across a range of digital media channels. As a result, annual costs were reduced by more than £3m, and profits grew by £0.9m. The payback amounted to £4.20 per every £1 spent.