Case study: Media/promo drivers analysis for a leading office products company

1. Case study: Media/promo drivers analysis for a leading office products company Project Background • A leading office products company wanted to understand the effectiveness of various media and promotion activities undertaken in the first year of launch and optimize media and promotion spend for the new product line so that it can maximize sales and increase the ROI in the following year Absolutdata Resolution • The scope was discussed with the client and the objectives were aligned with market mix modeling technique. • Use of FFT: The data provided included POS data & Marketing data. Since no data was provided for category trend, competition, distribution etc., baseline was established using FFT technique • HB Reg: • HBReg was used to build separate model for nine categories along with an overall model. • Each model was analyzed to account for any difference in response of the product categories to media/promo activities. • Using effectiveness of media & promo activities from the model, determined optimal media mix to achieve target • Separate models were built to identify • halo impact across cateogries • the impact of featuring multiple products Vs single product in communications on sales Impact • The optimized media/promo plan helped the client streamline their marketing strategy by allocating more funds to more effective media/promo activities thus maximizing their returns