Real-Time Econometric and Creative Decisioning


This has been a particularly challenging time for individuals with underlying health conditions, especially in the Anti Diarrhoea (AD) category. Living in and out of Lockdowns has resulted in millions suddenly changing their food consumption habits, travel plans & finding other ways to manage their conditions. Being at home where conditions are more manageable, ultimately caused a fall in sales for Imodium. As COVID measures were lifted we expected more incidents to be reported and we needed to re-engage with lapsed buyers, at a time when the data triggers of food, travel and stress were increasing and decreasing rapidly in response to everchanging restrictions and changes in messaging.

In a global media first, we created a new real time econometric creative decisioning tool that fused Imodium-owned crm and 1st party data, with external real-time data sets. The new tool, Compass Connect, would use econometrics to predict with a 96% degree of accuracy how the category would shift and what level of investment should be spent on each creative to deliver the right levels of response. Compass Connect has been a huge success, correctly adjusting live campaigns, by activating against the right data signals, with the right creative message, to capture the attention of lapsed category buyers, resulting in significant growth and ROI for Imodium. The agility of Compass Connect has delivered returns for Imodium in the UK, today and provided confidence in predictive analytics for the future, with the technology now being applied across multiple markets beyond the UK.