A Global Premium cosmetic brand with high presence on digital media reported decline in sales in Asia. The brand, wanted to identify its drivers of sales and optimize media deployment in order to arrest the fall in sales. The brand had presence on various platforms like TV, Print, OOH, mobile, Facebook, iVideo, iMedia and Search, with Facebook and mobile (non-facebook) having a lion’s share of investment. Investment was slightly skewed towards digital media as opposed to other media media channels
Within digital media, Facebook was one of the lead vehicles. RainMan used innovative technique to arrive at the quality impressions on Facebook that consisted of not only paid impressions but also a quantification of consumer engagements through various metrics of Facebook. RainMan thus used its proprietary weighted technique to derive Facebook quality measure factor from customer interactions data. The total Facebook Impressions weighted with quality measure was considered for modelling.
Linear Regression technique was used to build model which were used to identify key drivers of sales. It was discovered that, digital media was the highest contributor of sales with Facebook being the leader and some digital channels had a high ROI compared to TV and other media. RainMan then did deep dive analytics on digital media and generated insights that can be used profitably in future media plans.
Using the insights derived from the modelling exercise, marketing budgets for various key inputs was reallocated in favour of digital using an advanced optimization process. This resulted in an additional 8% lift in sales, more than half its overall growth in the year.
An Alco-Bev major wanted to understand the sizes of each of the categories of alcohol such as Whisky, Vodka and so on into the future for a plan strategy for a 5 year period.
The advantage of this methodology is that ROI of key digital channels can be compared and spends optimized in line with these insights, significantly improving overall efficiency.
The problem this CPG brand was faced with was a typical problem- Brand had presence across multiple connect points, paid media, owned media ( website, Facebook page etc) and earned media ( Twitter and other social mentions) but not knowing clearly what works across market clusters, and the interrelations between these connect points.