Business case
Our client, a global online shoe retailer, started expanding its business throughout Europe. In order to develop its business, it invested significantly in offline and online advertising. The company asked us to review its media investments by country and channel to provide an insight into the relevance of its investments.
Following our analyses, we produced an in-depth report on our client’s investments, highlighting which media investment strategies appeared to be successful and where. Our client implemented our recommendations in its investment allocation by channel and country to reach higher average ROIs for its advertising strategy. In some countries, the investment reallocation led to a full switch to online media, whereas in others, it made sense to operate a balance of TV and online advertising. Our added value was being able to use very large amounts of data to provide pertinent and insightful recommendations, resulting in significant savings and benefits for our client.
Media investments are a very important but a highly complex aspect of the business models of international internet retailers. In order to assess our client’s return on investment (ROI) for TV and online media, we used specific tools allowing the treatment and analysis of millions of data points. One of the challenges was selecting the relevant data, restating it for any potential bias and cross-analysing it with market business insights.