Improving the effectiveness and efficiency of digital media spends

Abstract

The objective of this project is twofold - First it is to enable CPG Marketers to align their Digital Media spends with their business context and objective and secondly it is to increase the efficiency of their Digital Media spends. With a continuously changing Customer Journey and a complex digital media landscape it is believed that Digital Marketers need a structured digital media spend planning framework. The methodology followed in the project was to first define the business problem and break it down into its sub components and as part of the first component analyzed the digital media landscape, then formulated a Digital Media spend planning framework, built a log linear regression model for budget allocation and finally to put the framework together in a readily usable format for a client an interactive dashboard was developed. As an outcome of the project, CPG clients will benefit by being able to make informed decisions along the lines of choosing the right mix of digital media channels, optimally spending the Digital Media budget and choosing the relevant content options and execution tips for the campaign