Case Study: a leading different flight service provider improves TV ad profitability with Keen Decision Systems

Leading Different Flight Service Provider - Customer Case Study

Keen Decision Systems partnered with a leading flight service provider to analyze and optimize its linear TV advertising strategy. The customer sought to understand the financial impact of different advertising schedules, specifically comparing "always-on" spending with various "flighting" strategies that included periodic hiatuses from advertising.

Keen Decision Systems used its software platform to model three distinct flighting scenarios, analyzing historical data to predict net profit impact. Their analysis revealed that while hiatus periods initially reduced profitability, a longer four-week flighting strategy outperformed a two-week one by allowing the brand to build equity over time. Ultimately, Keen's modeling showed the 4-week flighting strategy achieved an ROI of $2.67, an 8% improvement over the 2-week strategy and closer to the performance of the always-on approach.