PROMOTIONS' OPTIMISATION USE CASE


Challenge

A client wanted to unlock the performance of the different promotional mechanic they run so they can understand which one works better in terms of sales uplift.

Solution

20 months’ worth of weekly data have been collected and uploaded into MassTer. Promotions data have been requested at the promotional mechanic level and were analysed alongside all other factors that impact sales. MassTer processing module was used to create smart transformations that allowed to account for the loss in promotional effectiveness when consecutive promotions are scheduled close to one another.

In terms of time periods, we used MassTer to create a promotional variable that accounts for the depth of the promotion and the time period elapsing between one promotion and the next.

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Results

BOGOF (buy one get one free) generates the highest sales uplift but is not the most profitable promotion given the depth of the discount. Shallower promotions, namely 25% are more profitable.

Promotions Results.jpg

Insight

BOGOF (buy one get one free) generates the highest sales uplift but is not the most profitable promotion given the depth of the discount. Shallower promotions, namely 25% are more profitable.

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Check out more use cases

MEASURING SALES DRIVERS & ROI

Measuring is the first step to improvement and ultimately control. We helped our client measure and report on the contribution of their marketing programs to the business through using our Software Solution “MassTer”.

PAID, OWNED & EARNED MEDIA

In today’s digital age, companies are investing heavily in digital channels. “MassTer”, our software solution, helped a major telecom operator uncover the effects of Paid, Owned and Earned Media on the customer path to purchase and sales performance.

BUDGET SETTING & OPTIMISATION

The same budget can yield impressive results, if optimised efficiently. We helped a global broadcaster perform a large-scale marketing effectiveness project covering all their products to optimise their budget across products and channels.


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