Project Description

Our client wanted to understand how to optimise the laydown of their TV to improve the return on investment.

We built an econometric model, testing different shapes of diminishing returns response curves in order to understand how the weekly weight of TV deployment affected sales. We were able to demonstrate where the weekly laydown was inefficient, with too few or too many ratings, and what was the best week of the year to start the campaign.

Working closely with the client’s media agency, we were able to derive an improved plan that significantly increased ROI at no extra cost.