Case Study: a leading multi-national beverage company optimizes digital search spend with C5i's search-based forecasting solution

Media Planning by Leveraging Consumer Search Data

The leading multi-national beverage company engaged analytics provider C5i to optimize its digital marketing spend. A challenge was to better target and message its nutrient-based products. C5i's analysis revealed a high correlation between product sales and influenza symptoms, leading to a hypothesis that consumer search data could be used for more effective campaign targeting.

C5i built a real-time, search-based forecasting solution that analyzed Google search behavior to predict influenza-like illness (ILI) and cluster regions with similar patterns. This enabled highly targeted campaigning and demographic-specific messaging. The solution allowed the client to optimize its digital search spend, resulting in a measurable lift in business outcomes and an improved forecast for campaign ROI.