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Offline Analytics Plan

This report outlines a plan to measure the impact of offline marketing campaigns on key metrics like installs, daily active users, bookings, and net revenue value. Previous work included coupon code tracking and baseline and city control methods. The plan proposes a phased approach including: [1] developing regression models to measure channel effectiveness, [2] a city-level test-control model to measure campaign impact, and [3] evaluating organic metric relationships and multi-touch attribution. The goal is to accurately gauge offline campaign effectiveness and attribution.

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juhee
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27 views

Offline Analytics Plan

This report outlines a plan to measure the impact of offline marketing campaigns on key metrics like installs, daily active users, bookings, and net revenue value. Previous work included coupon code tracking and baseline and city control methods. The plan proposes a phased approach including: [1] developing regression models to measure channel effectiveness, [2] a city-level test-control model to measure campaign impact, and [3] evaluating organic metric relationships and multi-touch attribution. The goal is to accurately gauge offline campaign effectiveness and attribution.

Uploaded by

juhee
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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OFFLINE MARKETING ANALYTICS Report

Purpose: To be able to assess (and ideally measure) the impact of offline campaigns on our key
conversion metrics - Installs, DAU, Bookings, NRV

Work done till now:


● Coupon Code level tracking of new installs and repeat bookings for offline BTL and ATL
campaigns
● Baseline method - prediction of trends at city level, that will enable us to measure
incremental impact of a campaign
● City Control Method - Creating segments of similar cities, and calculating incremental
metrics resulting from offline campaigns through a comparative model

Method Pros Cons

Coupon Code 100% reliable attribution of The Attribution is incomplete, as the


Tracking usage of coupon code indirect impact of these campaigns is
not being measured

Baseline Method Simplistic & easy to interpret Doesn’t factor in the dynamic nature
of business

City Control Method Conceptually, the model Segmentation of cities is done based
provides an accurate on City type as well as SRNs. These
benchmark to compare our do not completely co-relate to the
offline campaigns with growth rate of key conversion
metrics

Plan Ahead:

Phase What How

Phase 1a: Media Mix Gauge the effectiveness of all Develop Regression Model using
conversion channels (online, marketing spend from different
offline, referral) and their sub- channels as predictors and
channels in driving impact Sales(NRV) as target variable. This
regression will be done on Month-
(Installs, URNs, NRV) on-Month data and outcome
equation will predict the
contribution of different marketing
channels on total sales(NRV)
Phase 1b: Campaign City - Test and Control Model - First build a Segmentation Model to
Impact Using metrics from similar identify and categorize similar
cities as a baseline and cities. Second develop a Test &
calculating incremental impact Control Model to calculate the main
through offline campaigns KPIs(installs,NRV,etc.) in the city
where we are running the campaign
and evaluate the difference in the
metrics before & during campaign.
The same metrics will be calculated
for the segment with similar
cities(excluding campaign city) and
the difference in change of the
metrics will give the incremental
impact of campaigns.

Phase 2: Attribution Evaluating the impact of Use Model developed in Phase 1a


of Organic different marketing channels on and use Month-on-Month
Organic metrics Marketing cost and organic
KPIs(NRV,installs,etc.) to find a
equation to predict organic
KPIs(NRV, installs,etc.) and their
relationship with the marketing
cost.

Phase 3: Multi-Touch Evaluating the correlation of Collect and assess the multi touch
Attribution different marketing channels on data and check the feasibility of
each other. Eg: how does offline using this information to accurately
campaign affect the attribute campaign effectiveness.
effectiveness of online
campaigns?

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