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mScience Client Case Study For Eureka Forbes | Adoroi

How Eureka Forbes Genrated Qualified leads and boosted their sales conversion by 60% using Adoroi mScience

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mScience Client Case Study For Eureka Forbes | Adoroi

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  1. Agile.Effective.Innovative. AI driven never before available Marketing analytics for the data hungry marketers Presented at IIM Lucknow www.adoroi.com 2018 Sales deck

  2. About Us RECOGNITION & AWARDS OUR TOPCLIENTS

  3. DEMO  CALL 08067928461 Call Will connect to Mr. Ankit SMS Dear <User>, Call Received from <Caller id> at <Time Stamp>

  4. Research Objectives  Client:  Need to gauge effectiveness of the advertising campaign of Aquaguard water purifiers  Need to predict ad performance for a given combination of ad insertion parameters  Enable fine-tuning for optimizing Ad-spends  Use of Claude Hopkins Scientific Advertising Principals to create High Impact Advertisements

  5. Ad Track Methodology ... How? Copy 2 Copy 1 AdoRoi puts trackable codes on the ad copies

  6. Data Collected for each insertion Media Vehicle Name Language Appear Date Page no Color/B&W Ad-position Size language of Ad Competition in Page/Media Leads TOI, Hindu etc English, Hindi, Gujarati etc mm/dd/yyyy Page no Color/B&W Left/Right/Top/bottom/Center Small/Medium/Large Language used in Insertion If competition insertion on same page/media Vehicle Leads attributable to insertion

  7. Data Analysis  Literature: Tellis et al 2000, Chandy et al 2001  Correlation Analysis  How lead generation is affected by creative parameters, each of them taken independently?  Regression Analysis  How lead generation is affected by creative parameters of the insertions in a cumulative way assuming all these factors act additively?

  8. Correlation Analysis Results  Medium insertions > Large insertions.  Insertions @ bottom << Other positions.  Competition ~ No Competition  Regional media > English media  Regional language > Regional + English >> English

  9. Regression Analysis  Dependent variable(Leads generated) in counts  Considerable cases of zero leads  Zero Inflated Poisson Regression used  Regional Newspapers have a lead generation rate 40 % higher than English Newspapers ceterus paribus  Competition in same newspaper reduces lead generation rate by 14% ceterus paribus

  10. Newspaper Heat Zone (On Page)

  11. Newspaper Heat Zones (Page no. wise)

  12. Impact  Actionable inputs given to the firm based on the analysis.  Telephonic survey of the 147 branch managers conducted.  1/3rdof the respondents reported a lead conversion is over 60%!!!  Average Conversion rate of 55% 10 % 15 % 21 % 18 % 36 % <20% 60-79% 20-39% >80% 40-59%

  13. Research & Analysis  Track leads unto sales conversion  CRM integration  Lead updation by sales executives  Ethnographic observations of respondents  Real time levers for an on going campaign  Other methods of analysis for better insights like Market Mix Modeling & Social Graph Integration

  14. Contact Us Email : nisha.w@adoroi.com Phone number: 8291969602

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