C5i Case Studies Identify the right mix of marketing vehicles and channels to maximize the impact of sales

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	Identify the right mix of marketing vehicles and channels to maximize the impact of sales C5i

Identify the right mix of marketing vehicles and channels to maximize the impact of sales

C5i

Technology Category	Analytics & Modeling - Predictive Analytics
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	The client, a leading computer technology company, was looking to adopt an innovative marketing solution to sustain sales and deal with tablet cannibalization. They had data on numerous marketing channels and wanted to use this data to simulate the effects of alternative marketing plans and forecast future sales. The client aimed to establish an empirical relationship between sales and marketing and create an ideal mix of marketing channels for three geographic regions. They were faced with key questions such as how to allocate marketing spends, measure the effectiveness of the activities planned, determine the return on investment on marketing spends, and identify the most profitable marketing channels. Read More
About Customer	The customer is a leading computer technology company operating in the Information Technology industry. They have a significant presence in multiple geographic regions including the United States, United Kingdom, and China. The company is faced with the challenge of sustaining sales in the face of tablet cannibalization and is looking for innovative marketing solutions to address this issue. They have access to data from numerous marketing channels and are interested in using this data to optimize their marketing strategy and maximize sales. Read More
Solution	Blueocean Market Intelligence adopted a top-down approach to address the client's challenge. They decomposed the sales for various regions using weekly sales and marketing data and created a market mix model for the United States, United Kingdom, and China. The key factors considered were media, consumer, trade, coupon and external factors such as competition, PR, economy, weather and catastrophic events. The model was designed to determine the percentage contribution and return on investment of each marketing activity. Along with individual mediums, the interaction of various marketing channels was established in order to create an optimal mix of marketing channels. The stimulation engine also provided the top 5 scenarios with optimal ROI for the said time period. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

The client, a leading computer technology company, was looking to adopt an innovative marketing solution to sustain sales and deal with tablet cannibalization. They had data on numerous marketing channels and wanted to use this data to simulate the effects of alternative marketing plans and forecast future sales. The client aimed to establish an empirical relationship between sales and marketing and create an ideal mix of marketing channels for three geographic regions. They were faced with key questions such as how to allocate marketing spends, measure the effectiveness of the activities planned, determine the return on investment on marketing spends, and identify the most profitable marketing channels.

About Customer

The customer is a leading computer technology company operating in the Information Technology industry. They have a significant presence in multiple geographic regions including the United States, United Kingdom, and China. The company is faced with the challenge of sustaining sales in the face of tablet cannibalization and is looking for innovative marketing solutions to address this issue. They have access to data from numerous marketing channels and are interested in using this data to optimize their marketing strategy and maximize sales.

Solution

Blueocean Market Intelligence adopted a top-down approach to address the client's challenge. They decomposed the sales for various regions using weekly sales and marketing data and created a market mix model for the United States, United Kingdom, and China. The key factors considered were media, consumer, trade, coupon and external factors such as competition, PR, economy, weather and catastrophic events. The model was designed to determine the percentage contribution and return on investment of each marketing activity. Along with individual mediums, the interaction of various marketing channels was established in order to create an optimal mix of marketing channels. The stimulation engine also provided the top 5 scenarios with optimal ROI for the said time period.

Impact #1	Increase in top line revenue attributed to optimised marketing channel as suggested by the stimulation engine
Impact #2	Increased ROI on marketing investment through combination of marketing channels
Impact #3	Increased marketing spending in the online channel in 3 markets

Impact #1

Increase in top line revenue attributed to optimised marketing channel as suggested by the stimulation engine

Impact #2

Increased ROI on marketing investment through combination of marketing channels

Impact #3

Increased marketing spending in the online channel in 3 markets

Benefit #1	Top line revenue increased by 5%
Benefit #2	ROI for print media advertising increased due to combination of magazines with other print media

Benefit #1

Top line revenue increased by 5%

Benefit #2

ROI for print media advertising increased due to combination of magazines with other print media

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Overview

Identify the right mix of marketing vehicles and channels to maximize the impact of sales

Operational Impact

Quantitative Benefit