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

  • Transforming Customer Experience through Unified Business Functions

    Author: Souvik Das, AVP – Platforms & Offerings, Genpact Digital and Pramit Dasgupta,VP – Platforms & Offerings, Genpact Digital The recent pandemic has changed customer expectations and interactions in many ways. Forever. As organizations evolve through the new normal and gear up to satisfy their customers, there is a need to rethink and redesign how […]

  • AI in Investing – are we there yet?

    Believes Atanuu Agarrwal from Upside AI, this and much more in a conversation with Sumit Chanda from JARVIS by Monitree, Siddharth Panjwani from K2 Capital, and Atanuu. With the world moving too fast and data piling up by every millisecond, why haven’t we fully utilized the capabilities of technology to carry out Smart Investing for […]

  • Cloud Industry Trends for year 2021

    Dell Technologies shares top three cloud industry trends for the year 2021 The year 2020 has indeed been a year of transformation for everyone around the world. Businesses were forced to adapt to remote working models overnight. Earlier users ran their programs and applications from a server or a physical computer, however, now the same […]

  • Cybersecurity To Remain Hot In The New Year

    Despite a pandemic that raged around the globe for the better part of the year, the cybersecurity market retained investor interest in 2020 and many in the sector expect next year to be no different. “Security is a red hot sector with more and more money pouring into it,” said Andrew Atherton, managing director at Union Square […]