Global radio
Improving marketing effectiveness for a media company
Understanding needs
To understand the drivers of radio listenership and how to optimise marketing spend to increase audience listenership.
We created a forecasting simulator tool that allowed the client to play with “what if” scenarios for testing hypotheses around marketing spend.
Connecting data
We utilised KPIs from brand tracking, programme composition data, seasonality and marketing spend to build out a marketing mix modelling framework.
Results
Our modelling was optimised to understand both the short and long-term impact of advertising, as well as channel spend efficiency. Our client was able to optimise their marketing resource allocation per channel, informed by the effectiveness of previous campaigns, and through attributing an ROI to each channel.
The marketing mix model provided an incredible 50% marketing spend reduction whilst maintaining existing market performance – due to re-distribution of marketing resources.
Using strat7.ai, we extracted 40,000 mentions and rapidly created a searchable data dictionary of shows to search through the unstructured text.
Craig Milligan
Global Head of Consumer Analytics & Insights | Decision Sciences, Diageo