Flipping through TV channels to promote sales
An Asian consumer products group, spent a lot on TV advertising. But, it didn't quite understand which channels were the most effective sales drivers. It also wanted to determine which components - national versus regional channels, genres and broadcast times - would drive sales the most.RainMan built a market mix model between sales volume and various marketing inputs, such as distribution, price, overall TV weights, and competitions' factors, to measure their impact on sales. Having established the impact of TV on sales, TV impact was then analyzed at a micro level with unique statistical techniques. The contribution of TV was broken into the contribution of its components and was optimized with the existing budget as a constraint.