Tata Sky: Stop the crime before it is committed - Real Time Planning Report
Kartik Sharma, Priti Murthy
Campaign details
Brand owner: Tata SkyBrand: Tata Sky (I) LtdAgency: Maxus – GroupMCountry: IndiaChannels used: Internet - search, TelevisionMedia 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-timecorrections to TV weights which would help optimize sales. The uniqueness of the model was to combine TV data...