Tata Sky: Stop the crime before it is committed - Real Time Planning Report

Kartik Sharma, Priti Murthy

Campaign details

Brand owner: Tata Sky
Brand: Tata Sky (I) Ltd
Agency: Maxus – GroupM
Country: India
Channels used: Internet - search, Television
Media budget: Up to 500k

Executive summary

Most TV campaign effectiveness analysis is done after the end of the campaign. There was a need to develop a first-of-its-kind innovative model to make real-time corrections to TV weights which would help optimize sales. The uniqueness of the model was to combine TV data (GRPs), consumer unfiltered responses, ie search volumes, and business metric, ie sales.

The inspiration the agency took for their model was from Mr Steven Spielberg's sci-fi film Minority Report. The crux of this movie is to stop the crime before it is committed. Similarly, our model will help in reducing media wastage before the campaign is over.