Impact analysis of Celebrity based promotion campaigns

3AI September 10, 2020

Large Lifesciences company

Problem Statement

• Even before the campaign was rolled out there was lots of free publicity in the media by digital channels – This made the sales shot up
• However, given the cost of the campaign was high, it was to understand if it was worthy to spend such high on celebrity.
• Key business questions which needed to be addressed:

  • Overall impact of the campaign on brand prescribing.

  • Impact of the campaign by geography and by media channels (TV/Print/Online)

Analytics Led Approach

• Customer segmentation was done  based on a combination of business rules on Sales, Promotions, Segments & Area.

• Impact of DTC impressions on Brand Sales was evaluated using linear regression model.

• Free publicity impact were also studied and segregated to a large extent from the actual promotion impact, though time series studies.

Business Impact

• Impact by both paid and earned media impressions.
• Identifed which earned media sub-component was most impactful.

Critical Success Factors

• Unique methodology and approach- leading to innovation award.
• Robust analysis – Both paid and earned media impressions considered