Optimal media mix for offline traffic growth in mall

Case

•Reveal the impact of media on ofline traffic
•Optimize media mix for maximal traffic without budget growth

Data for modeling:

Weekly based traffic and media data (70 weeks)

Competitors media, holidays, weather, Covid etc

Openings, sales and promo

Conclusions:

ТV & OLV split gains 10-15% traffic growth compare to media mix without advertising

Media lag: ТV/OLV: 1 week, OOH: 2 weeks

Bloggers bring up to 12% of traffic

Impact of coverage builders and performance media is equal

Promo helps regain post-peak periods

The weather affects traffic when it deviates from usual