Impact analysis of Direct to Consumer marketing campaigns

September 10, 2020

Large Lifesciences company

Problem Statement

• Television advertisements focusing on key portfolio brands were launched in order to provide impetus to client’s marketing campaign.

• Impact of the above campaign on individual brands as well as the combined portfolio needed to be analyzed.

• The solution required to exclude the effect of extraneous factors like managed care and other promotion channels.

Analytics Led Approach

• To remove the seasonality of sale fluctuation and to capture actual promotion impact ,time series regression model was used
• Promotion impact was estimated at various segment levels  across geography using impression data
• A separate impact analysis for each brand was conducted to capture the impact of the multiple other promotions for the brand

Business Impact

• Estimate the impact of DTC promotion  but also analyze the impact of other extraneous components on brand and portfolio sales

Critical Success Factors

• Appropriate analysis methodology selection for different direct to consumer channels