Impact analysis of Celebrity based promotion campaigns

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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

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