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Advanced Analytics for optimised TV advertising
Challenge
Understand TV investment tactics that influence loss/gain of Market Share (MS) and Share of Voice (SOV) for 2 products.
Solution
Data architecture and mechanisms that allowed input of +2years of TV/digitalmetrics together with investment, sell-in and sell-out (sales) figures.
Attribution Modelling to reveal performance of current investment strategy and media channels.
Media Mix Modelling: Predictive Analytics to design the ideal media mix to effectively increase sales and awareness.
Results
A thorough understanding of the tactical metrics that influence MS and SOV.
Found actionable insights that Business Intelligence and descriptive analytics could not reveal.
Defined a tactical strategy that allowed 14% of MS and 22% SoV to be regained in the next quarter.