Case Study > Audience
Promo Optimization Case Study
Audience Analytics (Promo Optimization) Case Study
Challenge
- Data Science team relied on Excel, their existing promo scheduling system, and basic Nielsen datasets
- Promos limited to the same network, reducing potential cross-marketing opportunities
Outcome
- Exceeded Executive teams’ goals, using 22% less on-air inventory
- Machine-learning promo campaign management tool studied the results of every spot placement to re-calculate campaigns, placing every promo in the most effective spot
- Advanced behavioral modeling, using detailed Nielsen AMRL data, developed new promo opportunities across every network and platform
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