PAUG (Pay As U Go)

Заказчик: «М.Видео»
Исполнитель: iProspect
PAUG (Pay As U Go)

Описание

We developed an innovative digital instrument PAUG (Pay-As-U-Go) which allows to build a long-term forecast of advertising activity in online channels based on the historical data of the advertiser. It's effectiveness was tested by M.Video - one of the largest Russian consumer electronic retailer.

Поставленная задача и ее решение

The task before us was to build in one place and as clearly as possible plans to achieve key KPIs in all paid online channels. During the year, the priorities for amplifications are constantly changing, but the budget or/and the planned revenue remains unchanged, so that a universal tool was needed to effectively and efficiently manage the budget split.
Specially for M.Video, one of the largest Russian consumer electronic retailer, we developed solution PAUG (Pay-As-U-Go) which allows to build a long-term forecast of advertising activity in online channels based on the historical data of the advertiser. PAUG with high accuracy determines in what channels and in what proportion it is necessary to invest within a year to reach the target indicators of business. The tool also allows you to respond quickly to changes in market conditions, as well as to internal changes in the client's business and the effectiveness of advertising channels. So, you can update planning any time, redistributing budgets not only between channels, but also between business categories, cities or devices. You can also use any attribution model to build a forecast and enrich it with data from external sources (for example, offline sales).

Видео

Достигнутые цели и KPI по итогам запуска

M.Video managed to raise revenue from the online channels by 36% 2016 vs 2015.
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Золото
Работа с Big Data
Tagline Awards 2017

Дата запуска

1 ноября 2016 года

Авторы

Сергей Абрамов (Директор группы по работе с клиентами в сфере маркетинга в поисковых системах iProspect), Андрей Крисюк (Генеральный директор iProspect), Леонид Гольдфарб (Операционный директор iProspect), Наталья Жучкова (Media и CRM Директор М.Видео).