Advertisement spending for a travel company had to be optimized by a media company. The ad-spend was spread across three media, namely TV, Radio, and Catalog. The historic GRP and Ad-spend data was made available by a third-party vendor.
Our consultants used a variation of the Adstock model in order to predict the decay of customer interest after the issuance of advertisement campaigns. The advertisement spend was optimized by issuing advertisements only at those points in time where the decline in customer interest were imminent.
The effectiveness of the advertisements was improved, and the ad spend was reduced by ﬁve percent. It was found that increasing the frequency of TV advertisements helped signiﬁcantly increase net booking value.