Business Challenge
This multinational beverage company’s Marketing Mix Modelling program did not have a streamlined process in place for timely refresh of data. They did not have any tools for ongoing “due-to” analysis, business planning simulations and model updates to support near real-time marketing effectiveness insights.
Solution
Analytic Edge deployed an integrated ‘Process + People + Technology’ solution for the company that included the following components.
- Automated data ingestion process for ongoing data uploads.
- Implemented an efficient model update process in Demand Drivers.
- Developed a Planning Platform for ongoing ‘due-to’ and business planning simulations.
- Provided a dedicated on-site resource for project management support.
Impact
- Reduction in Turnaround Time: Reduced time taken for generating sales diagnosis (due-to) reports for senior management from 2-3 weeks to 2 days.
- Frequent Model Updates: Frequent model updates ensured insights are real-time and relevant.
- Planning Platform Adopted across Markets: Our Planning Platform was rolled out as the global tool for ongoing due-to and business planning simulations to enable adoption of MMM-driven insights across more markets.
