marketing mix optimization

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Page 1: Marketing Mix Optimization

Page 2: Marketing Mix Optimization

What

drives sales?

Page 3: Marketing Mix Optimization

5P’s

PRODUCT PLACE PRICE PROMOTION

+ BASE + EXTERNAL FACTORS

PEOPLE

Page 4: Marketing Mix Optimization

YES!

But there ain’t no data…

Page 5: Marketing Mix Optimization

MarketingMixOptimization

• MARKET UNDERSTANDING

• DATA UNDERSTANDING

• DATA COLLECTION

• VISUALIZATION

Page 6: Marketing Mix Optimization

MarketingMixOptimization

BASE

SEASON

TV SPENDS

SALES TEAM INCENTIVES

PRICE DISCOUNT

LOYALTY PROGRAM

Page 7: Marketing Mix Optimization

MarketingMixOptimization

RE-ALLOCATION BUDGET INCREASE

+

RE-ALLOCATION

CURRENT MIX OPTIMAL

ALLOCATION

Page 8: Marketing Mix Optimization

MarketingMixOptimization

1. DATA CONSOLIDATION

2. SALES DESCRIPTION

3. MODEL PREPARATION

4. FULL MM OPTIMIZATION

…every step matters.

Page 9: Marketing Mix Optimization

SERVED BY

Http:// The Marketing Mix. The Marketing Mix

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