EXPERTISE / TELECOMUNICATIONS

The telecommunications industry is a highly complex and competitive environment that always poses new challenges such as the importance of the impact of advertising, the unification of the global channels of internal information or the effectiveness of investments
challenge
1

Telecoms: short and long term effects of advertising

A leading telecommunications company wanted to quantify:

  1. How advertising contributes to business in the short term.
  2. How advertising contributes to brand health in the short term.
  3. How brand health contributes to business in the long term.

Solution:

We created a system of equations to link the effects of advertising in the short and long term, as well as the effect of brand health on the business over time.

Actions carried out:

Econometric models were built that explained:

The effect of advertising campaigns on customer intake in the short term.

The effect of advertising campaigns on brand health indicators in the short term (Advertising Awareness, TOM, Consideration and Recommendation).

The effect of brand health on business results in the long term.

Results:

We measured advertising effectiveness in the short and long term.

We quantified the dimensions that build the brand and the business and its various units.

We created a system to evaluate how business and brand health would be affected by different actions.

Publicity eficiency.

Publicity eficiency
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challenge
2

Telecommunications: BI application

A company with international presence, considers the need to develop a BI application to exploit the large volume of data of investment and advertising pressure, their own and of that of the competition.

Solution:

The application must have an intuitive user's interface and, in turn, ensure smooth access to data.

It should allow extraction of comparative reports between different countries

In addition, the data updating process should be fast and comfortable for users of the application with administrator rights.

Actions carried out:

We developed an application in several modules:

Media Detail Module, with information of investment and advertising pressure, and the possibility to make customized reports and comparisons between countries.

Campaigns Module, with TV schedules and campaign data sheets with access to the video clips of the different creativities, diagnostic data (impact, bonding, etc.), GRPs,% PT, durations ...

Results:

We succeeded in creating a BI application bringing speed to decision making in the area of media at an international level, thereby rendering strategic planning easier

Telecommunications: BI application

Telecommunications: BI application
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