Client
Leading US-based fashion retailer with online and brick & mortar store presence.
OPPORTUNITY
The client’s new omni-channel strategy had made their conventional market mix modeling approaches obsolete. The client engaged SG Analytics to craft a strategy to attribute the returning revenues in the buyer journey.
SOLUTION
SG Analytics team had multiple conversations with the client teams (online/store) to understand the intricacies of their business, and devised the following solution:
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SG Analytics' data scientists developed a framework to mix traditional and unconventional techniques and deliver a seamless marketing mix plan.
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Our team developed applications using portal APIs and custom code for aggregating data from the web.
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For ease of primary analysis and modeling, the team defined the business rules to standardize the data and brought all data sources at the same level.
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SG Analytics built a visualization layer over the model to improve consumption of the model as well as the metrics.
VALUE DELIVERED
1
Provided insights on the marketing mix plan including saturation level of channels and best performing channels.
2
Delivered seamless marketing mix methodology covering online + brick and mortar channels.
3
Allowed business users to design scenarios and predict the effect of changes in marketing strategy.
