Telecoms Case Study

Challenge

  • What impact does TV spot and sponsorship have, given that they are always on air?
  • How can budget be spent more efficiently?

 

Solution

  • Build models to isolate call drivers by marketing activity, market trend, competitor activity and price
  • Modelled back 4 years to ensure a robust measurement on TV

 

Annual Media Graph

 

Benefit

  • Possible to spend smarter and deliver £1.1m extra revenue from the same £2.7m media budget
  • Identified optimisations across channels, fighting (weekly weight), time of year, by campaign / program and alignment with other media
  • Date: 08/22/2013
  • Categories: Media ROI, Telecoms
  • Client: Media Evaluation Case Study
  • URL: http://google.com

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