A media company was looking for a way to arm its sales team with analytics beyond show ratings to help sell ad space. Advertisers wanted to know how choosing a particular media platform would impact the advertiser’s goals. The analytics team set out to find a way to accelerate its ability to generate reports to help the sales team win more advertisers.
The analytics team realized they needed to find a way to demonstrate ROI upfront by accurately forecasting the impact of media plan decisions.
What if we deliver ROI forecasts?
- The team used Concentric Market® to run tests in 11 markets.
The team first ran tests in 11 markets. The Concentric Market® model proved to be 93% accurate in forecasting campaign impact. The team then automated its analytics process, and went from 10 to 1000+ ROI evaluations a year.
Generated $7M in incremental profit YOY and increased TV advertising market share by 12%.
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