Brooke Bond and Vaseline: The Darwinian theory of maximising portfolio sales with media

Brooke Bond, a tea brand, and Vaseline, a brand of petroleum jelly-based products, created sales growth in India by creating a proprietary tool that revealed opportunities for optimisation.

The objective

The challenges with traditional econometric modelling:

If detailed time-series data exist, econometric analysis can be undertaken to build a model of sales volumes and this, in turn, can be used to estimate media spend effectiveness, medi

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