Leading US-based health insurance company wanted to assess the effectiveness of its advertising for raising brand awareness, changing brand perceptions, and for acquiring new members.

• Measured overall impact of advertising and of the various campaigns
• Identified relative importance/prioritization of advertising campaigns
• Measured interaction effects of different advertising vehicles
• Established linkages to determine how advertising leads to ad awareness, brand awareness and sales
• Developed a mixed Regression model to quantify the impact of each advertising campaign
• Utilized path analysis to link advertising to sales through ad and brand Awareness
• Interaction terms between different promotional variables included to study interactions
• Advertisement of other products included to study Halo Effects

The project deliverables to the client included:

• Network strength was the biggest driver of quotes and closes
• All promotion vehicles contributed to both quotes and closes
• Perception of both price and product strength appeared to have an incremental impact on sales