Comparative Study for Optimizing Sales through Media : Big Data Analytics, Department of Advanced Computing, St Joseph’s University

Advertisement strategies play a significant role in the market battle, either in the uplifting or downfall of the products or services offered by the company. Media-Mix, with its backbone as the Market mix, can boost the company’s financial strategy-making to a greater level. In this research paper, the focus has been to generalize this procedure so that any company, in general, can follow this methodology to decrease their costs on a greater level. Various advertising strategies, KPIs and NPS scores, Stock data, and climate have been considered before jumping into the results to optimize ROI efficiently (Return on Investment), ROAS (return on ad spend), and mROAS (marginal ROAS). The concentration on Ad stock and its carry-over effect has been deeply analyzed. This helps the companies feel confident enough to reach their customers efficiently with the right balance sheet on their hands.