Campaign Effectiveness

Challenges

1. Their existing approach was limited to only reactive analysis and was not built for in-flight campaign changes.

2. The delay in the arrival of analysis reports made it very difficult to take timely actions on campaigns mid-flight, a universal challenge that a vast majority of the CPG companies have to combat.

Solutions

1. Automated data pipelines were built to ingest data from multiple sources.

2. Basis on that, Developed a self-adapting ML model that assessed the impact of change in marketing activity on sales. The weekly auto-calibrated marketing measurement ML model, was based on Multi-Touch Attribution, that analyzed each marketing touch point and assessed its impact on conversion.

3. The campaigns were evaluated for various combinations of creatives, strategies, audience segments, zip codes, and product categories.

4. In addition to granular data-driven decision making, the solution aimed at recommending efficient channel mix and marketing spend allocation.

Business Impact

1. 10 % increase in Campaigns ROI.

2. 70% reduction in manual work.

3. Automated dashboards to analyse the campaign performance.

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