PHARMA

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.