Impact analysis of Direct to Consumer marketing campaigns
3AI September 10, 2020
Large Lifesciences company
Problem Statement
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Television advertisements focusing on key portfolio brands were launched in order to provide impetus to client’s marketing campaign.
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Impact of the above campaign on individual brands as well as the combined portfolio needed to be analyzed.
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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
