India's largest platform for AI & Analytics leaders, professionals & aspirants

Sign in

India's largest platform for AI & Analytics leaders, professionals & aspirants

3AI Digital Library

Impact analysis of Celebrity based promotion campaigns

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

    3AI Trending Articles

  • IIT Delhi Offers Free Online Course on AI

    IIT Delhi is offering a free online 12-week programme on Artificial Intelligence with a certificate on completion. Indian Institute of Technology (IIT) Delhi is inviting registrations from those who would like to enrol for a 12-week long free online course on Artificial Intelligence. This programme will be offered on the National Programme on Technology Enhanced […]

  • Future Proofing GCCs

    For a while now, India has been driving back-office functions for some of the large enterprises across the world. However, over the past few years, it has taken giant strides towards becoming the innovation hub of the world, by adding strategic value to multi-billion-dollar businesses from around the world, through Global Capability Centres (GCCs) based […]

  • Transformation of Talent Acquisition by Algorithms

    Business leaders have long recognized that the ability to hire the right talent plays a significant role in any organization’s performance. Views about the challenges to acquiring and retaining such talent have evolved over time. We have moved on from a focus on the notion that a talent shortage is creating a “war for talent,” an […]

  • JPMorgan Completes Live Intraday Repo Transaction using Blockchain


    Investment bank JPMorgan says it has completed a live intraday repo transaction using a blockchain solution that will soon see a commercial launch. The repo trade was carried out between JPMorgan’s broker-dealer and banking entity, the bank announced Thursday. The blockchain application used was developed in-house by the bank’s blockchain business arm, Onyx, and is said to […]