The Center for Business Analytics is pleased to recognize RSLT as an honoree of the 2023 Drexel LeBow Analytics 50 Awards. Read more about how RSLT used analytics to solve a business challenge.
Submitter
Shira Witelson, Founder and Chief Executive Officer
Company
RSLT
Industry
Advertising and Machine Learning Technology
Business Challenge
Advertisers and media buying agencies are facing a major challenge. They need to accurately and safely measure the effectiveness of each of their television commercials. The current approaches available on the market are severely deficient. These methods include:
- Measuring the impressions of each program where the commercial was aired. However, this approach fails to provide an accurate estimate of the number of people who converted after seeing the commercial.
- Using a call to action, such as displaying phone numbers in the commercial. Unfortunately, this method does not account for individuals who visit the brand’s website.
- Analyzing the impact of TV advertising by leveraging device IDs embedded in Smart TVs. These companies collect IDs that can be linked to viewers’ personally identifiable information (PII). These practices are intrusive and not only put consumers’ personal information at risk but also damage a brand’s reputation.
Analytics Solution
RSLT provides a different approach to delivering accurate and safe advertising insights. Without using any trackers — just machine learning and first-party data — the company measures how many online engagements and conversions are driven by each TV and radio commercial. The RSLT TV solution offers campaign performance analytics along with comprehensive insights at the day, daypart, network, program, genre and creative levels. The company also forecasts advertising fatigue to keep campaigns fully optimized.
Impact
One example of impact: A strategy team at a Los Angeles–based advertising agency wanted to know whether, in addition to calls, its client’s TV commercials drive web traffic to the client’s English-language landing site from Spanish-language ads. With the RSLT TV solution, the agency uncovered that on average, one Spanish-language commercial results in one Hispanic landing and three English landings. The agency was also able to determine that for every 1,000 Hispanic direct response TV leads, 41 percent are English online-filled forms, 7 percent are Spanish online-filled forms and 52 percent are inbound calls.