Why weren’t people responding to the client’s major spend on direct-response TV?
Unbranded and Branded Direct Response TV (DRTV) underperforming when compared to performance expectations.
Encima pro forma analysis used to predict expected performance and set tactic goals.
- DRTV evaluated weekly for in-campaign KPIs.
- Consumer anonymous patient level data (APLD) analysis conducted to evaluate sales contribution
Robust measurement planning and analytics drove marketing strategy shift to cost effective tactics
- Canceled Unbranded DRTV and reallocated $750k monthly spend
- Canceled Branded DRTV and reallocated $1.25M monthly spend