Business Objective
Our client is a global manufacturer of confectionery, pet food, and other food products. The client wanted to measure combined impact of online and instore customer activations product sales in order to –
- Evaluate true incremental lift from activations to measure ROI
- Use performance information to plan and optimize future activations
Challenges
- Covid-19 resulted in a surge in sales while product availability was impacted due to supply chain breakdown
- Business owners had established ways of measurement & planning and were resistant to change
Solution MethodologyÂ
- Tiger Omni Ways of Working helped design the solution that was adopted by the end users.
- Leveraged the Tiger Omni Brain solution to deploy a Bayesian Model to establish relationship between sales & activation spend & measured incremental sales & ROI
- Internal Data Used: Weekly Sales, Pricing & Promo, Instore/Online Activations, Supply Chain Issues, Online Engagement, Content
- External Data Used: Competitor Pricing/Promotions, Covid-19 Hospitalizations, Mobility Index, Seasonality, Trend, Holidays etc
- Developed a web-based Scenario Planner + Spend Optimizer to select appropriate activation types (banner, search ad, end cap displays etc) to maximize ROAS
Business Impact
- Delivered revenue increase of $20mn post optimizing spending based on true incremental sales from past activations, expected to deliver $150 mn in next 3 years
