Investing spend into TV was daunting for us because we could not clearly visualise the impact it had on our sales and digital channels. We are really impressed with the valuable insights Fospha’s Marketing Mix Model uncovered. We now understand how TV is performing and know how to optimize our campaigns to generate the higher engagement and get the most out of our spend. We look forward to working with the Fospha team and exploring what more MMM has to offer.
Likely Loans, UK’s leading innovator in non-prime personal lending, uses new data, new ways of analyzing and cutting-edge technology to build better loans and smarter ways of figuring out how best to lend.
Uncovering the true impact of TV on sales – Likely Loans case study
Understand the impact of TV on overall sales and on other channels in their marketing mix
Understand which TV programs generate the most sales
Boost engagement by identifying the optimal time and day to run TV campaigns
Understanding Channel Performance
Fospha Marketing collected 2 years worth of historical data (traffic data, sales data and TV data) and ingested the data into their Marketing Mix Model
Our Marketing Mix Model unveiled the underlying interactions between TV and other marketing channels and identified cross-channel budget optimizations.
Our data science model checked minute by minute when the TV ads were broadcasted and examined the impact they had on website conversions.
A Bayesian Network analysis helped confirm the channel interactions revealed in the model and revealed the typical paths to conversion
INSIGHTS & RESULTS
Fospha found that
TV is an important sales generator and is increasing traffic on multiple online channels.
Some TV programs are contributing to more sales than others - Fospha recommended to run campaigns on specific high performing programs, identified a program with growth potential and recommended the team adopt a test and learn approach
There is an indirect dependency of comparison websites on TV spend, which means that increasing TV spend will increase traffic on comparison websites
Fospha Marketing identified opportunities worth up to
81% increase in sales
Other success stories
E-commerce brand increased saved over 25% of their affiliate marketing spend using Multi-Touch AttributionRead more → MTA
Fospha's Marketing Mix Modelling recommendations identified growth opportunities worth up to +76% in leadsRead more → MMM
No1 were able to reduce YoY affiliate marketing spend by 27% by cutting back investment into voucher code sites.Read more → MTA
Liberis drove an £88,000 increase in annual revenue by eliminating zero performance keywords and reallocating budget to the best performing.Read more → MTA
Fospha built a customer data platform for Direct Line Group, unlocking insights and allowing them easy access their data saving them time and money.Read more → CDP
AVADO were able to save £200,000 in AdWord spend implementing a data-driven Multi-Touch Attribution model.Read more → MTA