An Alco-Bev major wanted to understand the sizes of each of the categories of alcohol such as Whisky, Vodka and so on into the future for a plan strategy for a 5 year period.
The advantage of this methodology is that ROI of key digital channels can be compared and spends optimized in line with these insights, significantly improving overall efficiency.
The problem this CPG brand was faced with was a typical problem- Brand had presence across multiple connect points, paid media, owned media ( website, Facebook page etc) and earned media ( Twitter and other social mentions) but not knowing clearly what works across market clusters, and the interrelations between these connect points.
Using the insights derived from the modelling exercise, marketing budgets for various key inputs was reallocated in favour of digital using an advanced optimization process. This resulted in an additional 8% lift in sales, more than half its overall growth in the year.
With the regulatory regime changing for insurance companies, the focus is on sufficient capital to cover risk. One of the key aspects of this new regime is to estimate the probability of Surrender, Lapsation and Claims. With a well specified model, the insurance company was able to operate with the optimal capital based on the risk its portfolio carries.
Inventories in store comprise the largest investment in a fine jewellery business. For a chain of jewellery stores, the issue was to identify what SKUs to stock, in what quantities and in which outlet. The objective was to optimize the inventory at a store level. The secondary objective was to improve the new product indents for these stores given the history of sales by product types.
The results were that over 90% of the sales calls were successful and of this about 70% picked the product that was specified for that specific client. This led to an overall improvement of sales of close to 20% and as the costs were the same as the earlier period, the additional margin was added to the bottom line.
RainMan used a probability scoring method to list SKUs from high probability to low probability for each store. The model also eliminated SKUs with a low probability of being ordered. This allowed salesmen to focus on relatively few but high probability SKUs and get better conversions.
Promotions are an important part of consumer goods marketing. The client - a consumer goods major needed to identify the most effective consumer promotions both value promotions (price discounts offered), and volume promotions (free gifts) from the many it had deployed, so that a result bound promotion strategy could be drafted.
Pricing is one of the key decision for a brand or a retailer. A number of factors need to be taken into account while setting the price. One key resource available to the marketer is past data of sales at a daily level (from own showrooms), or weekly data from Multi-Brand Outlets (MBOs).
The marketing plan was optimized based on these new ROIs, with the result that the Brand has grown in strength over a period of time. The marketing team had enough ammunition to defend their correct decision to restrict promotions and invest on building their brand.
The brand was relaunched using the modelling results. The outcome was 12% improvement in the sales, which continue to grow. The brand team continues to monitor the relevant variables out of consumer track research, keeping the brand healthy and enhancing media ROI.
A top FMCG brand in the food space felt that rather than continue with business as usual and setting budgets and marketing costs on historical understanding, they would like to use their data assets to improve the effectiveness of marketing spends, both ATL and BTL. Given that this brand operates in a large number of markets, with regional differences, the task was to build models at a market level with all key inputs that drives their sales.
A consumer goods brand and its variant were once growing across Asia, but were losing sales due to aggressive competition. It also had a typical problem - not knowing clearly what marketing inputs work across market clusters.
The outcome of this exercise was an insight into effective creative portfolio management and implementation of optimum media weights as per the copy effectiveness and its wear out.
The implementation of a new strategy with the help of modelling results yielded a successful result by enhancing the marketing ROI by 16% and helped provide a focused strategy for online media by clearly mapping its role and performance.