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:
SG Analytics' data scientists developed a framework to mix traditional and unconventional techniques and deliver a seamless marketing mix plan.
Our team developed applications using portal APIs and custom code for aggregating data from the web.
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.
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.
