Advertisement evaluation: The case of Volkswagen (Spanish)
The truth is companies spend millions of dollars on advertising and they don't truly know what works and what doesn't. They have no way to establish a ROI on a TV commercial or a Radio ad. At best, they can estimate the number of people that saw the commercial, but that's still quite far from a return on investment. We were hired by Volkswagen to count the number of people that go into their distributors and ask them a few questions to evaluate the service. We have done this for over a year. Our innovation was to ask Volkswagen for their investment on advertisement day by day. With this data and the data on the number of visits per distributor we develop a model to evaluate which half of the investment was useful and which wasted.
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