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 Investment (RoI).
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
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
The client uses the simulator to analyze
standalone scenarios, and drive short-term
sales targets and long-term equity buildup.
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