EXPERTISE / SERVICES

The sector of services has given us many challenges we have been able to solve
challenge
1

Media agency: planning tool

A media agency wished to develop a strategic planning tool for its clients to allow them to stand out in the advertising market, through integrating not only TV but also all other media, using econometric models to obtain more accurate simulations

Solution:

Allow use of audience data, awareness and investment, to plan the most appropriate media mix adapted to the customer needs, and permit the development of tactical media recommendations in order to increase the average awareness of the advertiser's brand.

Create an application providing information on campaign ROI, as well as those of the direct competitors, and enable future scenario planning

Actions carried out:

Using data on audience, awareness and investment, we developed mathematical models that helped calculate the optimal media mix.

We implemented an application in three modules allowing the planner to work from market knowledge to a tactical solution

Results:

Media planning software

The media planning software

Media planning software
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challenge
2

Research Institute: health, brand image and campaigns impact

A research institute needed to develop an application that would provide continuously updated information on tracking studies conducted in 19 countries for a major telecom client.

Solution:

The application had to allow: Access to the evolution of the series of image and brand health of the company and the competition, continuously updated for all countries where they operated.

Access to all the creative executions tested by the tracking agency, as well as their broadcasting/testing programming, GRPs, tracking study results, etc..

Actions carried out:

We developed a computer application that could be automatically updated with the values of the indicators of brand health and brand image, as well as with the results of the tracking studies conducted for the creative executions of the telecoms company in 19 countries

Results:

We created an intuitive and easy to use environment to access all of this information.

Dashboard of brand health and brand image

Dashboard of brand health and brand image
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challenge
3

Airline: Impact of mobile phones in online ticket bookings

In the face of increased use of smartphones, we were asked by a company from the airline industry to see how this affects online ticket bookings both in desktop and mobile devices, and tablets.

Solution:

Demonstrate the complete modeling scheme from a web search (query) to a booking distinguishing by type of device and conducting the study for two countries: Spain and France.

Actions carried out:

Selecting and properly addressing each variable being necessary for building the models of queries, web visits and bookings by device type.

Quantifying through the chain of models, the impact each variable has on the number of bookings.

Results:

Using the allocation models developed for this research, we have been able to detect the main similarities and differences between mobile and desktop/tablet devices.

Finally we have been able to quantify the number of bookings from desktop / tablet which were preceded by mobile visits.

In Spain, 10.9% of people booking from desktop / tablet devices initiated the flight query from a mobile device.

In France, 7.8% of people booking from desktop / tablet devices initiated the flight query from a mobile device.

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