Client: US-headquartered leading media & entertainment company, with businesses across television networks, films and TV entertainment.
OPPORTUNITY: The client wanted to optimize the marketing mix plans, and assess the optimal budget allocation to maximize user ratings across channels. The client also wanted to gain insights related to the impact of budget fluctuations on user ratings and ROI.
Based on the availability and granularity of data, SG Analytics DA team applied a technology-agnostic framework that optimizes budgets to create synchronized marketing mix plans:
Y our insights revealed optimized budget allocation that helped ourmarketing levers work in synergy and helped shift marketing dollars tomore effective areas – Head – Strategic Marketing