The Client
Global CPG organization
The Challenge
This global retailer was encountering problems evaluating marketing campaign effectiveness. The marketing and product offers were not aligned to the segmented consumer purchasing behaviors; therefore, they could not develop precise consumer insights necessary to successfully deploy product effectiveness.
The Solution
- Enabled deeper customer insights and predictive foresight using SAP Predictive Analysis and SAP HANA by analyzing high volumes of customer data
- Identified affinity insights at the market basket level to improve promotion effectiveness, assortment optimization and store layout
The Approach
- Gathered data from historical market basket data, customer transaction level data, product and store hierarchy, customer history, loyalty data, marketing spend, 3rd party demographic data
- Increased effectiveness of promotional strategies
- Built data store to quickly access data for various use cases
- Built predictive models for various cases within the customer lifecycle
- Combined predictive models to gain complete view of customers
- Focused resources on areas which produced greatest revenue lift and improvement to customer lifetime value
- Deployed the following: