Case study

Black's

27 %
optimization of ad budget allocations
5
new market opportunities discovered
2
new annual investment periods discovered

FIND OUT HOW WE DID IT

The team at Adviso understands how to combine our business data with external market data. This lets us find new opportunities that would have been hard to spot otherwise.
Philippe Labadie
Marketing Director
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OPTIMIZATION OF AD INVESTMENTS

Working in close collaboration with the media team, our analytics experts were tasked with performing an analysis of missed opportunities in media budget investments. The goal was to answer the following questions using the client’s internal business data and external market data:

 

  • Are our media budgets optimally allocated?
  • What percentage of our media budgets should have been reallocated?
  • At what times or in which markets did we miss opportunities?
2

CHALLENGES RELATED TO THE PROJECT

With a large percentage of online sales coming from ad channels, a good media investment strategy was necessary to ensure business results.
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Despite the seasonality experienced in the industry, it’s hard to identify hidden opportunities in media budget allocation.
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Besides reallocating budgets in terms of time, are there any unexplored investment opportunities in particular markets in Canada?
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STRATEGIES DEPLOYED BY
ADVISO

Business comprehension workshop: Identify the performance metrics, media campaigns, competition and keywords to use to understand and overcome challenges and find opportunities.
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Collection and modelling of business and market data: Implementation of an internal and external data modelling strategy within the company, as well as an API, based on the business context and for the purposes of performing an opportunity analysis.
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Advanced opportunity analysis and data exploration: Development of DOI (Delta Opportunity Index) analytics model in two dimensions in order to explore and discover new investment opportunities and, as a result, reallocate the ad budget.
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Workshop with analytics and media experts: Work session to analyze the results from the DOI model in order to extract solutions and an activation plan for taking advantage of discovered opportunities.
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Recommendations and activation plan: The media strategists draft business recommendations and present a concrete activation plan for taking advantage of the new investment opportunities.
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