Problem Statement
North America and Europe’s largest alcoholic beverage manufacturer and distributor faced challenges in optimizing trade promotions.
With a diverse portfolio of over 150 products a nd a wide array of 500+ promotional activities 30 different markets, the company needed a sophisticated, data-driven approach to enhance promotion effectiveness and drive measurable results.
Solution Implemented
To address these challenges, we implemented a data-driven approach focused on creating a Single View of Customer. Customer intelligence 360 (CI360) is our inhouse dedicated SVOC. This involved:
- Understanding Promotion Dynamics with Light GBM
- Learning What Customers Want with Conjoint Analysis
- Tailoring Strategies with Bayesian Analysis
- Simulating Scenarios with Monte Carlo Analysis
- Finding the Best Promotion Mix with Optimization Techniques
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