Predictive Analytics
Predictive models help to achieve business objectives by identifying the success factors in different situations, like innovation, marketing investment, branding, etc.
A B2C company was having a hard time measuring the impact of the marketing campaigns. The CEO wanted to know if the significant marketing investment was paying off, but sales were not telling a clear story, and the CMO was not able to produce the evidence. A marketing mix model helped the CMO to measure the business impact of marketing campaigns and to predict the effectiveness of future campaigns enabling optimization of the marketing efforts.
Measure return on investment.
Reading Social Media.
A B2C company wanted to exploit the information continuously flowing in social media. They guessed there is great value inside for different business purposes, but they were overwhelmed by the size, speed and unstructured nature of big data. A text analytics machine learning engine was implemented to turn big data into knowledge. Different business objectives, beyond brand sentiment tracking, were assessed: marketing campaign evaluation, social buzz alerts, brand equity tracking, and tactical actions.
A packaged goods company and a retailer engage on a category management effort. Business objectives are agreed, however it is not clear what kind of assortment, shelving and pricing plan would lead there. Predictive modelling was implemented to optimize pricing, shelving and assortment, by learning from past data and predicting sales in a variety of scenarios.
Optimize pricing and assortment.
Seize location opportunities.
A retailer needed help to identify the winning opportunities to expand the network. A statistical model was implemented to predict the sales potential in any available location, helping the retailer to screen and prioritize the opportunities.
These are all cases where predictive modelling has demonstrated a significant business improvement. Each case is different. Our Marketing and Data Science experts love to focus on your specific case and to develop the right modelling/ machine learning approach to help you improve the business and, why not, to enhance your management career.
