Audible-Deck_04262015_v6
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RESULTS<br />
Digital/print publisher suspected that last click attribution was misrepresenting the effectiveness of their ATL campaigns by<br />
not attributing enough credit for driving subscriptions.<br />
Leveraging the primary and third-party data on marketing, business, and exogenous factors, we built a marketing mix<br />
model to first identify the contribution of total marketing and its channels to total subscribers so that we can inform the<br />
optimal mix for planning.<br />
Models forecasted that shifting the media mix could potentially increase total subscribers by between 6-10%.<br />
Upon presenting this insight, client adjusted their media plan and was able to accrue a 8% increase in total subscribers.<br />
HISTORICAL MIX<br />
OPTICAL MIX<br />
Other Media<br />
Inserts<br />
Other Media<br />
Mobile<br />
National Press<br />
Mobile<br />
Inserts<br />
Outdoor<br />
National Press<br />
Outdoor<br />
Brand TV<br />
Catalogs<br />
Catalogs<br />
Brand TV<br />
//
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