APPROACH
The approach to address the client’s challenge included:
- Different models were built for baseline estimates and ROI calculation
- Models were built at SKU-Planning customer level
- Impact of each trade promotion was analysed, and highly accurate baseline sales predicted
- The ROI of each trade promotion was forecasted
- Trade promotion simulator to predict which promotion will give maximum revenue impact
KEY BENEFITS
- ML driven model to evaluate impact of trade promotion spends
- Scalable platform to understand the trade spend effectiveness across brands and regions
- Visualization platform cum scenario planner was embedded to help category managers optimize trade spends
RESULTS
- Our solution contributed to ~1.5M profit from increased net sales YoY
- It was able to save 34k YoY cost from the elimination of existing system