This is our story of co-creating a solution with a leading Consumer Packaged Goods (CPG) company
As we know…
The impact of marketing activities
cannot be assessed easily.
However, by deploying analytics,
companies can invest in the most
effective marketing channels
and optimize the Return on
The challenge for the CPG company was…
Re-allocating its marketing budget
and focusing on the right channels
to combat steady decline in sales.
The company partnered with WNS
to identify the most effective
marketing channels across TV,
radio and digital advertisements,
and trade and consumer
promotions, to increase sales.
Here’s what we co-created as a solution…
Traditional Marketing Mix Modeling
(MMM) deploys advanced statistical
techniques with an understanding
of industry and market to measure
the performance of the marketing
mix. WNS’ analytics-backed
proprietary approach to MMM
significantly improved on the traditional MMM by introducing a
‘path to purchase’ based approach.
Both historical internal data over
the past three years (such as
shipments, brand metrics and
point of sale) and external data
drivers were analyzed to
understand the variables, their
movements and interactions with
each other. By deploying a
combination of different
sophisticated models, the RoI on
marketing spend was calculated.
The solution revealed the impact of
advertising, the halo effects of
cross-brand advertising and the lag
effects of advertising on
consumers’ purchase behavior.
Insights were provided on:
The ideal Gross Rating Point
Scheduling of advertisements
Best channels for advertising
WNS also designed a proprietary
scenario simulator to help in future
budget allocation decisions.
The outcomes from the
process of of co-creation are...
The solution enabled the CPG
company to radically re-look the way its marketing budget was
allocated. It also helped design
an effective media communication
plan to meet the client’s growth
objectives, besides identifying the
nature of threat and vulnerability
from competing brands.
The client uses the simulator to
analyze standalone scenarios,
and drive short-term sales targets
and long-term equity buildup.
Click here to view the infographic