India's largest platform and marketplace for AI & Analytics leaders & professionals

Sign in

India's largest platform and marketplace for AI & Analytics leaders & professionals

3AI Digital Library

Impact analysis of Direct to Consumer marketing campaigns

3AI 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

    3AI Trending Articles

  • AI revolution in SMB-Challenges and Way Forward

    Featured Article: Author: Raj Sadasivam, Jana Analysis As most of us would agree, we are on the cusp of the third major revolution in the history of mankind. The invention of letter press in the 15th century by Gutenberg was the first and the internet revolution in the 1990s being the second. Now the world […]

  • Driving innovation in B2B payments through AI

    Featured Article: Author:  Shireen Ali, Senior Vice President – Analytics, Citi The B2B payments sector is estimated to be a $120 trillion* business. Yet, despite recent technological advancements,  B2B payments still falls behind its counterpart, B2C,  in terms of both customer experience and efficiency. If you have to go out to a café and buy […]

  • The Dynamic Duo of AI and Data: Unlocking Intelligent Solutions and Powering Future Capabilities

    Featured Article: Author: Manoj Suryadevara, Walmart Global Tech Introduction  Artificial Intelligence (AI) and data convergence have emerged as a mighty force driving innovation and reshaping industries worldwide in this digital age. AI enables machines to simulate human-like intelligence while data fuel AI algorithms. This symbiotic relationship between AI and data is at the heart of […]

  • Improving Customer Experience – AI/ML Driven Issue Resolution

    Author: Ashish Vashishta, VP – Technology, eClerx Customers across industries typically face issues with their purchased products/services. A troubleshooting system which can use latest AIML technologies to resolve these issues faster and more effectively can lead to a much better customer experience. As an example, a customer may have purchased a bundled product offering – […]