In Marketing Analytics, it is the specific that is of value, not broad estimates. RainMan
customizes its analysis to the brand at hand, instead of throwing up broad generalizations and ROIs
which off the shelf or software packages tend to do.
This is especially so with regard to analysing the effect of promotions.
While brand building is usually the focus of attention, much less attention is paid to promotions,
whether direct to consumer or to trade. They are seen as tactical and one-time events. However,
promotions are very effective in driving immediate sales and, when run year-round with a similar
design, can demand large budget allocations. Besides, successful promotions can be repeated
annually, making them valuable brand assets in the medium to long term.
RainMan compares the effect of promotions of different designs, scale, and durations, after
accounting for all other factors. This is done by building comprehensive marketing mix models which
estimate the impact of both marketing inputs (including promotions) and that of environmental
Once the impact of promotions is estimated, RainMan uses its proprietary Non Linear Optimization
process to understand the impact of each specific promotion. This analysis examines promotions not
just from a macro level, but from drivers within the promotion – was it the discount offered, the
free gift bundled, or the duration of the promotion that made it a success? With this knowledge,
marketers can retain and fine-tune promotions with a high ROI and do away with unsuccessful ones.