Advanced Marketing Analytics
Case Study
Correlating social media and sales data for advertising evolution
Case Study
- BRAND:Top 10 Apparel Retailer
- TYPE:Advanced marketing analytics
For a top 10 apparel retailer, we correlated social media likes data for TV shows with store level performance data to evaluate media preference patterns within specific store segments (high/mid/low volume), to determine the degree of relevance of current advertising genre within those store segments. Our work contributed to evolving the advertising strategy to adjust to fragmented media preferences.
Methodology & Tools
- Methodology
- Extract from a web resource, and compile social media likes data for TV shows. Analyze the likes data with high/mid/low sales segment stores using descriptive and association analysis.
- Tools
- VBA/JavaScript for web data extraction, SQL for association analysis, and a geo-coding and mapping tool for data visualization.