Nature of projects already completed

Improving Effectiveness of Marketing / sales spending

• Advanced data analysis to recommend a change in the spending pattern
  
• Recommendation on saving at least 10% of budgets
  
• Identified Power brands that need more support
  

1) Regression analysis (Linear and Non-Linear models) to establish a correlation between Sales (volume) and each of the key spending inputs. Volume will be the dependent variable and all the other parameters will be the independent variables. We will use different levels of aggregation (e.g. one brand at a time and then all brands taken together) to build a robust Regression model that can explain some of the relationships.

2) Pre-post analysis: For each major trade and consumer promotion and advertising campaign look at the pre sales vs. the post sales to estimate the impact. This will segregate effective campaigns from the ineffective campaigns.

Project Highlights

Improving Effectiveness of Marketing and sales spending

• A large Global company was spending a disproportionate amount of money on trade and consumer promotions. They realized they were inefficient but did not know the extent of wastage.
  
  
• We analyzed their sales and spending data to identify the impact of each kind of spend. We also classified all their promotions into 2 categories-those that worked and those that did not work.
  
  
• As a result of the study the company modified its spending pattern and also the kind of promotions it was running.