Ecosystem building model for omnichannel attribution analysis
Posted: Tue Jan 28, 2025 6:17 am
Let's look at an example of calculating brand sales for an OTC drug from the "Cough" category. We know that we need to sell 15,000 packages to reach our target. The size of our target audience is 1,854,144 people.
The number 0.076 could be X for us, because it could be some unknown for us, or it could be some constant, like in this equation.
Also in the equation, we have the knowledge-to-purchase transformation index, consumption per customer per month in packages, and the price index.
If we want to calculate the effectiveness of our advertising campaign, we can assume indonesia rcs data that our current level of knowledge is now 5% among consumers in the category, and in order to reach these indicators, we need 7.6%.
Accordingly, we need to grow by 2.6% and to do this, we need to purchase a certain amount of advertising. In order to increase brand awareness by 2.6%, we need to be placed during the quarter, achieve an average reach of 80% at a frequency of 12+.
Accordingly, if your position changes (for example, you run a promotion and your price index decreases relative to the average market price), your sales will grow faster.
If you launch a promotion in conjunction with advertising, sales will accelerate even more.
Using a similar formula, you can predict the effectiveness of your placement in terms of brand metrics.
The number 0.076 could be X for us, because it could be some unknown for us, or it could be some constant, like in this equation.
Also in the equation, we have the knowledge-to-purchase transformation index, consumption per customer per month in packages, and the price index.
If we want to calculate the effectiveness of our advertising campaign, we can assume indonesia rcs data that our current level of knowledge is now 5% among consumers in the category, and in order to reach these indicators, we need 7.6%.
Accordingly, we need to grow by 2.6% and to do this, we need to purchase a certain amount of advertising. In order to increase brand awareness by 2.6%, we need to be placed during the quarter, achieve an average reach of 80% at a frequency of 12+.
Accordingly, if your position changes (for example, you run a promotion and your price index decreases relative to the average market price), your sales will grow faster.
If you launch a promotion in conjunction with advertising, sales will accelerate even more.
Using a similar formula, you can predict the effectiveness of your placement in terms of brand metrics.