Projects Tsvetnoy Central Market 

Tsvetnoy Central Market is one of the largest malls in the center of Moscow. The seven-floor high Tsvetnoy Central Market is 36K m2 of shopping space, resembling Selfridges and Liberty in London.

This project was aimed at building a mathematical model that could give a real-life forecast of the number of visitors of the shopping mall depending on performed advertising and marketing activities. The required model was developed using least square regression modelling.

The model can predict:

  • The average basic visit rate that would be preserved without marketing activities;
  • The influence of each advertising source on the dynamics of shopping mall visit rate (as a percentage);
  • The influence of sales and PR activities (events) on the dynamics of shopping mall visit rate (as a percentage);
  • The average cost per visitor for each advertising channel (in rubles);
  • Response delay for each advertising channel (the number of days between a marketing activity and the increase in the shopping mall visit rate).

Based on the created model, recommendations were made to add certain previously engaged advertising channels to the media plan and to re-distribute the advertising budget between existing ones. This media plan optimization led to the reduction of cost per visitor by 18%.

Client’s review

«The WebProfiters agency have proved their worth as an analytical agency of high expertise – and not only in the field of web analytics and digital marketing, but also in the sphere of overall marketing mix efficiency. We thank the experts of the agency for the conducted works and recommend them as reliable and highly qualified partners in the sphere of marketing efficiency improvement».

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