Author Description

Kvantum Team
Kvantum Team

Kvantum Team
Finding Right KPIs
A large CPG brand has been investing in digital tactical media placement services through various online media trading exchanges as a large focus of their marketing campaigns. Brand’s buying decisions have been primarily based on Nielsen’s Digital Ad Ratings (DAR) and standard media metrics such as cost per thousand impressions, cost per click and...
Kvantum Team
Social Media Crisis Management
A leading Diaper Brand faced a huge PR and Social Media Management challenge when an individual consumer posted a video to social media raising concerns about one of the wipes products. Video went viral and in one week, daily online buzz (based on overall social buzz across various platforms) was at its peak for...
Kvantum Team
CPG TV Attribution Cross Channel
In the highly competitive CPG categories such as – Baby Care, Adult hygiene and household cleaning, TV Ad spend is huge. While digital spend is catching up, TV still accounts for over 36% of total ad spend and CPG, especially the household goods sector owns a large share of the TV advertising pie. Last...
Kvantum Team
Retailer Marketing, Test & Learn
In past 6-7 years Amazon has emerged as a powerful ecommerce platform for CPG companies with its features like subscription & save, Amazon Dash, etc. And after the introduction of Amazon Ad Platform (AAP, also known as Amazon Media Group), now CPG marketers are debating on how a brand or category portfolio should be...
Kvantum Team
Marketing Mix Modeling
A Leading Kitchen & Outdoor Waste Bags Brand saw a pricing increase in its category across all brands and needed to understand how this pricing increase along with increased marketing & consumer promotions were going to affect the overall product portfolio performance. The brand turned to Kvantum for its marketing mix modeling & digital...
Kvantum Team
Retailer Marketing, Shopper MarketingRetailer Marketing, Shopper Marketing
A leading baby diaper brand with millions in both in-store and online sales via ecommerce platforms like Amazon, Target and Walmart, has a huge marketing budget that is spent specifically on Walmart Media and related in-store shopper marketing tactics. As such, the marketing team at the brand needed to understand the impact effectiveness of...
Kvantum Team
Creative Analysis Test & Learn
Feminine hygiene category has historically battled the “taboo” nature of talking about menstrual flows when marketing to their consumers. In 2015 this started to change for one leading Brand as they rebranded to help their consumers take back ownership of the topic. They began investing more in digital content on social media and Youtube....
Kvantum Team
New Product Introduction
A leading consumer electronics (smart IOT devices) brand expanded its customer base by launching new smart light product & accessories across all top retailers (Best Buy, Walmart, Amazon) across North America over a period of last 2 years. Brand has been investing in seasonal marketing & launch specific marketing campaigns. Brand started to witness...
Kvantum Team
Kvantum has developed a cutting edge marketing science platform based on advanced econometrics, big data and machine learning techniques that enable sophisticated real-time marketing mix and attribution analysis. Kvantum CEO & Co-founder, Shilpi Sharma, talks about how their deep passion for empowering marketers with a more elegant decision making solution supported by sophisticated enterprise-level...