Omni-channel strategy optimization for fashion retailer


 Leading US-based fashion retailer with online and brick & mortar store presence


The client’s omni-channel strategy had made their conventional market mix modeling strategies obsolete. The client was also looking to craft a strategy to attribute the returning revenues in the buyer journey.


SG Analytics team had multiple conversations with the client teams (online/store) to understand the intricacies of their business, and devised the following solution:

  • SG Analytics DA team developed a framework to mix traditional and unconventional techniques and deliver a seamless marketing mix plan
  • The SG Analytics team developed applications using portal APIs and custom code for aggregating data from web
  • For ease of primary analysis and modeling, SG Analytics team defined the business rules to standardize the data and brought all data sources at the same level
  • SG Analytics team built a visualization layer over the model to improve consumption of the model as well as the metrics


Provided insights on the marketing mix plan including saturation level of channels and best performing channels.
Delivered seamless marketing mix methodology covering online + brick and mortar channels.
Allowed business users to design scenarios and predict the effect of changes in marketing strategy.