The Australian telco deepens its use of SourseAI’s Atlas to strengthen independent, data-led marketing decision making, scenario planning and forecasting accuracy across channels.
Sydney: More, a disruptive telco has extended its partnership with SourseAI – a telco AI decision intelligence firm – allowing it to embed Marketing Mix Modelling (MMM) alongside its strategic marketing plan.
This new MMM capability models the impact of increasing or decreasing spend across channels, helps inform investment decisions ahead of key campaign periods and ensuring More can deliver against target CPAs and improving how it measures marketing effectiveness and efficiency across channels.
By shifting beyond last-click attribution More now has clearer visibility of what is working, whilst designing impactful and creative marketing and media plans such as their recent Black Friday and Summer Sale campaigns. The new approach provides More with greater confidence in where to invest marketing dollars. SourseAI’s Atlas allows integration of proactive planning tools across More’s channel mix in addition to tools that help optimise spend, improve efficiency, and ultimately deliver better value for customers.
Over the last quarter (Q2 FY26), the use of marketing mix modelling tools directly contributed to a 24% reduction in cost per acquisition (CPA) in Digital Marketing over a single quarter, after helping More identify channels where investment was reaching a point of diminishing returns and reallocate spend toward channels demonstrating greater opportunity for growth.
Through SourseAI’s decision intelligence platform, Atlas, More will continue using MMM to support faster, more informed decision making. The approach provides independent, data-driven measurement across the marketing mix, enabling More to adapt spend and channel selection based on performance, by reducing reliance on assumptions in the decision making workflow.
The partnership builds on More’s existing work with SourseAI and reflects a shared focus on smarter, data-led decision making and sustainable growth by ensuring marketing budgets are properly optimised, shifted and scaled as the business grows. Originally trialled in 2024, the collaboration is now an extension of the original partnership, moving MMM into a more embedded and ongoing capability.
“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.”
Tanya Hyams-Young, CEO of SourseAI, said the partnership highlights a broader shift in how brands are approaching marketing effectiveness through downstream productisation of AI:
“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.
“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.”
ENDS
Media Contact
More
Rick van Emmerik, Chief Growth Officer
E: rick.vanemmerik@more.com.au
SourseAI (Berkeley Communications)
Povel Torudd
E: povel.torudd@berkeleypr.com
P: 0405 205 918
About SourseAI
SourseAI accelerates the performance of businesses by unlocking the power of data. Its multi-award winning, cutting-edge decision intelligence platform, Atlas, leverages AI to enable executives to make better decisions and optimise their business outcomes using data. Since launching in 2019, SourseAI has rapidly grown to become one of the most exciting AI and data science start-ups in the market, with customers and clients Globally.
About More
Founded in 2013 by brothers Andrew and Richard Branson (no, not that Richard Branson), More is a customer and value-focused provider of nbn®, phone and mobile services to homes and businesses across Australia, offering SIM-only mobile plans, high-speed nbn® and business-grade nbn®, Ethernet and phone solutions to SMEs.
More made the 2023 ‘Smart50 Workplaces’ winners list, was certified as a Great Place to Work® (2023), and was listed in the Australian Financial Review’s Fast Company List (2024) in the top fifteen. In 2024 More won Finder’s ‘Telco Innovation’ award and was recognised as ‘Start-Up of the Year’ by the global industry MVNO World Congress Awards, who then awarded More ‘Best Mobile Virtual Network Operator (MVNO) Industry Collaboration’ in 2025.
More is on a mission to provide their customers and communities with… more. Fresh off the back of a comprehensive rebrand, More is ramping up their above-the-line media presence, and you’ll be seeing a lot more of More in your world.