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Predictive analysis of retail advertising campaign profitability

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LINCOLN (an ALTEN Group solution) has set up aBig Data delivery centreforone of the world’s largest communication groups. Itmeasures and predictsthe impact of each advertising campaign on the distributor’s sales from the department to the product level.

93% of distributors reporting wanted to increase their advertising spending in 2018. In this context, knowing how to measure a campaign’s profitability and optimise budget allocations according to seasonality and the choice of media offers a significant competitive advantage.

LINCOLN(a specialist ALTEN Group subsidiary) has developed for its client:

  • Statistical modelsto measure precisely the impacts of media campaigns on product sales whilst removing effects related to seasonality or the competition. Historical data also allows you to carry outpredictive analysesthat rely onmachine learningto simulate the impact of various campaign scenarios.
  • Adata visualisation application. This application, developed to be “multi-device”,让品牌和媒体机构的董事to view campaigns’ impacts and predictions for future campaigns in real time.

With itsexpertise in data sciencesand its business line knowledge, LINCOLN also provided consulting services to help steer the client’s media strategy in adata-drivenmanner.