Agile.Effective.Innovative.

AI driven never before available Marketing analytics for the data hungry marketers

Presented at IIM Lucknow

www.adoroi.com 2018 Sales deck

 About Us

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OUR TOP CLIENTS
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Research Objectives

 Client:
 Need to gauge effectiveness of the advertising
campaign of Aquaguard water purifiers
 Need to predict ad performance for a given
combination of ad insertion parameters
 Enable fine-tuning for optimizing Ad-spends

 Use of Claude Hopkins Scientific Advertising

Principals to create High Impact Advertisements
 Ad Track Methodology ... How?

Copy 2 Copy 1

AdoRoi puts
trackable codes on
the ad copies
 Data Collected for each insertion

Media Vehicle Name TOI, Hindu etc

Language English, Hindi, Gujarati etc
Appear Date mm/dd/yyyy
Page no Page no
Color/B&W Color/B&W
Ad-position Left/Right/Top/bottom/Center
Size Small/Medium/Large
language of Ad Language used in Insertion
Competition in If competition insertion on same
Page/Media page/media Vehicle
Leads Leads attributable to insertion
Data Analysis
 Literature: Tellis et al 2000, Chandy et al 2001
 Correlation Analysis
 How lead generation is affected by creative
parameters, each of them taken independently?
 Regression Analysis
 How lead generation is affected by creative
parameters of the insertions in a cumulative way
assuming all these factors act additively?
Correlation Analysis Results
 Medium insertions > Large insertions.
 Insertions @ bottom << Other positions.
 Competition ~ No Competition
 Regional media > English media
 Regional language > Regional + English >> English
Regression Analysis
 Dependent variable(Leads generated) in counts
 Considerable cases of zero leads
 Zero Inflated Poisson Regression used
 Regional Newspapers have a lead generation rate
40 % higher than English Newspapers ceterus
paribus
 Competition in same newspaper reduces lead
generation rate by 14% ceterus paribus
Newspaper Heat Zone (On Page)
Newspaper Heat Zones (Page no. wise)
Impact
 Actionable inputs given
15 10 to the firm based on the
% % analysis.
21  Telephonic survey of the
18 % 147 branch managers
% conducted.
 1/3rd of the respondents
36 reported a lead
% conversion is over 60%!!!
<20% 20-39% 40-59%
 Average Conversion
60-79% >80%
rate of 55%
Research & Analysis
 Track leads unto sales conversion
 CRM integration
 Lead updation by sales executives

 Ethnographic observations of respondents

 Real time levers for an on going campaign
 Other methods of analysis for better insights like
Market Mix Modeling & Social Graph Integration
Contact Us
Email : nisha.w@adoroi.com
Phone number: 8291969602