Collaboration project with The Continuity Company (TCC global). Is it possible to measure the effectiveness of a large-scale marketing campaign in a way that it provides statistically meaningful results? This project is aimed on answering this question. Analyzing available sales information on clients both prior to the campaign and during the campaign, we provide a new methodology for obtaining a control group. This control group is formed by clients that did not participate in the campaign, but whose behavior prior the campaign was the same as that from clients who participated. The computation of this control group allows to compare the actual behavior of participant clients against their expected behavior if the campaign was not launched, making possible to provide an accurate estimation of the economic benefit that the campaign generated.
Contract holder: The Continuity Company