marketing mix optimization
Post on 17-Jan-2017
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What
drives sales?
5P’s
PRODUCT PLACE PRICE PROMOTION
+ BASE + EXTERNAL FACTORS
PEOPLE
YES!
But there ain’t no data…
MarketingMixOptimization
• MARKET UNDERSTANDING
• DATA UNDERSTANDING
• DATA COLLECTION
• VISUALIZATION
MarketingMixOptimization
BASE
SEASON
TV SPENDS
SALES TEAM INCENTIVES
PRICE DISCOUNT
LOYALTY PROGRAM
MarketingMixOptimization
RE-ALLOCATION BUDGET INCREASE
+
RE-ALLOCATION
CURRENT MIX OPTIMAL
ALLOCATION
MarketingMixOptimization
1. DATA CONSOLIDATION
2. SALES DESCRIPTION
3. MODEL PREPARATION
4. FULL MM OPTIMIZATION
…every step matters.
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