Alphonso is a TV data company with the industry’s largest TV viewership footprint and provides insights on the TV viewing behavior of audiences which help different media agencies to target similar audiences. They wanted to determine the impact and effectiveness of an advertising campaign run across different digital platforms to help them improve their targeting strategy.
Using Ad viewership data as well as in-store and website visitation data, Quantiphi performed data analysis that measured the effectiveness of the Ad exposure in getting brand visibility or TV tune-ins for the show of interest.
Quantiphi created dashboards on Tableau using outputs stored in the form of BigQuery tables to better consume the conversion results, insights and their associated factors. This helped to identify insightful viewership patterns by determining the conversion rate of the people exposed to the campaign versus people not exposed (control).