Optimisation / Multi-country / Retail & Consumer Goods
Optimising marketing impact with multi-source prescriptive data integration
"Ipsos built a web-based online simulator, enabling the client to quickly assess the impact of their potential actions on their sales outcome."
Business issue
Our client, a major player in the beverage industry, wanted to understand which investments were driving its sales so they could optimise their media planning strategy.
They wanted to better leverage their data, without engaging in a full market mix modelling approach, to understand where to focus their investments with clear and explainable analysis.
Our solution
Ipsos conducted a thorough and pragmatic review of data available to the client, keeping the focus on how the different data streams could be used to fuel a multi-source prescriptive model that matched the clients' decision-making process.
We then developed a machine learning predictive model, leveraging different data sources, such as a brand tracker, media spend, promotional data, sales, third-party IWSR data and social listening insights. Using an iterative approach with the client, we embed his business expertise for additional insights and context.
Finally, we built a web-based online simulator, helping them to quickly assess the impact of their potential actions on their sales outcome.
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Impact
As a result, the client benefitted from direct real-time access to actionable KPIs measuring the impact of any investment across multiple categories and markets.
Their marketing teams have been using those scores to help optimise resource allocation and maximise marketing ROI.
