BUSINESS CHALLENGE: An online music streaming service wanted to measure effectiveness of digital media activities and understand how it drives short-term and long-term customer acquisition. In particular, they were looking to optimize paid digital media to increasing customer interaction with their app

APPROACH: Econometric models were developed to identify short-term and long-term impact of digital media. Analysis further used machine-learning based digital attribution models to identify the optimal path for driving app downloads

BUSINESS IMPACT: Client utilized their digital spend more effectively in targeting customers