Optimizing Seasonal Media Spend for an Amusement Park
MASS Analytics partnered with a top entertainment industry advertiser to analyze the connection between media and seasonality in their event sales. The product’s sales are concentrated around 2 months each year, with minimal sales during other periods. Additionally, COVID led to no product sales during that time. Specific media campaigns were associated with the product and exclusively ran during the sales period, making up less than 15% of the total media expenditure. The limited execution period caused high multicollinearity and added another challenge.
