An American company was the first insurer to sell car insurance direct to Japanese consumers, instead of via brokers. Over the course of 18 months, the company used multiple media channels for sales promotion to grow their car insurance sales.
The company wanted to understand the real contribution each media was making to sales, to inform their future media spend.
Datamine set out to identify the influence that television and newspaper spend had on sales attributable to other channels.
Datamine built a model to link weekly sales to the weekly spend in each of the five media channels – television, newspaper, magazine, satellite television and direct mail. The model was built to factor in weekly media mix and spend, competitor activity and other ‘environmental’ variables.
The model found a proven link between television spend and direct mail campaigns – they had more impact and higher response rates when there was a television campaign running at the same time.
This assessment enabled the company to clearly see what effect their chosen channels had on sales and allocate their advertising resources, going forward, to align with the most effective channels. This analysis also helped them justify their television spend, because the ROI made their expensive television campaigns viable.