Case Studies

We were dedicated in-house consultant, an integral part of a small team that conceptualized, developed and launched Sierra Mist, a new lemon-lime soft drink from Pepsico. We provided all qualitative, quantitative and marketing analytics support for this new product development. This research included opportunity identification, concept development , name development, product development and testing, positioning, advertising development, forecasting, launch strategy and post-launch tracking and optimization.

Sierra Mist is a remarkable success. It achieved equivalent of 100 mm cases in year 1, and is now a billion plus dollar brand globally.

We provided, through a digital agency, digital analytics reporting and implementation for LG Signature's digital campaign microsite.

Our work involved developing measurement plan, implementation, and analytics reporting across channels, including organic/paid social media, search, programmatic/display advertising, email, PR, and events.

We utilized Google and Adobe analytics suites, Google Tag Manager and Dynamic Tag Manager and custom JavaScript for event tracking, and advanced Excel, SQL, and Google Data Studio for reporting.

Absolut needed to understand the ROI of a store promotion, not just from a sales perspective, but also the consumer appeal. The company also needed to measure account sell-in and execution performance.

We designed a methodology that integrated variety of data sources - sales data, store audits, consumer research and sales force feedback to comprehensively assess the effectiveness of the promotion and evaluate the ROI.

This analysis also highlighted execution best practices to maximize account sell-in.

The New York Times wanted to expand hard copy distribution from few major markets to across the nation. It needed a customer driven framework to prioritize the markets to expand into.

We were a part of a small strategic planning team at The New York Times, that crafted a loyal look-alike framework, to determine markets with high penetration of readers psychographically similar to current loyal leaders. This framework was implemented via a large national segmentation study, which was analyzed using a variety of multi-variate statistical methods.

The resulting analysis created a market prioritization for a successful national expansion, and also provided an analytical framework to optimize marketing to increase customer retention.

Development of a television series regarding historical events involves consistent research to understand concept, story line, casting and series promotional messaging. Showtime needed to archive such research, along with history of the actual events, which could be easily accessed when developing concepts and positioning.

We prototyped such a system for Showtime, using a combination of records management and content management, to meet the business requirements.

The prototype provided a roadmap for actual implementation in SharePoint.

A rare disease company’s prescription drug website has to cater to a variety of stakeholders such as patients, health care providers, caregivers, and insurers, and create engagement through relevant content designed to meet information needs of each stakeholder. Identifying stakeholders through site visitor data and understanding how well the site is addressing their information needs, requires capturing granular visitor journey data.

We audited current tags, implemented new tags, and build custom JavaScript tracking code within Google Analytics for session and timestamped event level data collection. We analyzed this data using affinity analysis to build and profile key audience segments. This work helps optimize site experience, improve visitor satisfaction, and evaluate ROI of acquisition channels.

We utilized R/Excel/VBA to build dashboards for large datasets (200K+ rows of web analytics data) for a large pharmaceutical company’s micro-site. This was a more practical solution than traditional business intelligence solutions, such as QlikView, as Excel reports are easier to navigate and share by the business managers.

Large web analytics data sets typically have consistency and formatting challenges, as tagging schemas can change, and new tags added for data collection. We utilized R for data cleaning and reshaping, as latency for such operations is lower in R, particularly for large datasets.

The sensory market research department at IFF needed a knowledge management solution for their extensive collection of market research studies. This solution needed to have a complex taxonomy to reflect the diverse metadata and multiple search options including faceted navigation.

The company also needed business intelligence solution for building a database of product variants tested across sensory studies and associated product related metadata.

Using our extensive technology and research background, we prototyped both knowledge management and business intelligence solutions and created a roadmap for implementation.

Mug Rootbeer needed an innovative marketing strategy given its limited marketing budget to compete with rivals with greater marketing spend. We were an integral part of the marketing team that developed an iconic package design.

A character based strategy was conceptualized to differentiate the brand. To develop and optimize this character needed an array of foundational learning, qualitative, and quantitative, research techniques to align the character to the brand and to the larger cultural context for break through appeal at shelf.

Package design changes occur frequently in soft drinks category, however the deep insight driven “Mug Dog” character has sustained many years, a testament to its commercial success.

We have worked on custom research studies and added value research studies from media partners, to understand impact of digital campaigns, with significant media spend, on brand health. The work has been primarily for Fortune 500 brands.

We have familiarity with a range of methodologies (pre/post, control/exposed) across both panel and web-intercept research methods. We are aware of measurement methodologies for digital and offline media components, and challenges with differnt methodologies that can influence measurement of impact.

Custom research is an effective tool to understand the impact of integrated media campaigns on brand health, at macro level and granular level such as channel and creative execution.

A large telecommunications company wanted to optimize conversions on its e-commerce page. It worked with an agency to create two design variants of the e-commerce page, and tested them against the existing page design. The company also set goals against which the A/B/C test would be evaluated. The test was conducted in Adobe Target.

We evaluated the test results in Adobe Analytics, to granularly understand drivers of performance differential between the exisiting design and the two design variants. We also uncovered externalities that contributed to over or under performance of specific design variants using time-series and market level data analysis.

Our analysis gave the company a holistic overview of the drivers of differences in performance between designs, as an input into the next round of interative optimization.

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.

Tools used included VBA/JavaScript for web data extraction, SQL for association analysis, and a geo-coding and mapping tool for data visualization.