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CASE STUDY
How PharmEasy Leveraged TV Ad Analytics by Tatvic & Measured a 104% Return on Spends From TV Ads that Boosted Website Visits and App Installs
Client Background
Client Name: PharmEasy
Client Domain: Online Health Aggregator
Headquarters: Mumbai, India
About the company: PharmEasy is India’s leading and most trusted online healthcare and medicine delivery platform serving around 2 Mn customers in 1000+ cities through the website Pharmeasy.in and mobile apps (Android & iOS).
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Challenge
PharmEasy team wanted to focus on an aggressive TV-led marketing strategy to increase brand awareness and consideration. The goal was to influence TV viewers to visit their website/app for medicine delivery services. But their challenge was to assess the quantitative Return on Cost (RoC) on digital medium – which is usually not accurate with the current infrastructure
Approach to Solution
Our data science team used Google Cloud infrastructure to create a baseline model for predicting the traffic on the website.
This model enables the marketing team to gauge the effectiveness of the TV Ads campaign in driving acquisition and/or app installs.
Download the case study now & know how we calculated the ad impact metrics like Return on Cost (RoC), Cost of Acquisition (CAC), Gain Per Spot (GPS), Cost per Spot (CPS), etc.
Results
From the TV Ad Analytics and DataStudio visualizations, we generated insights on the following metrics:
- Top performing Channels with low CAC and high RoC
- Top performing Programs with low CAC and high RoC
- Most effective daypart, day of week, genre and market
- High Impact age group, gender, geographies, acquisition channels
To know how well these metrics performed and what were the numbers depicting the success of the TV Ad Analytics, read the full case study!
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