Case study: Marketing Spend Optimization for a Leading Global Brewery
About the Client
The client is the world’s largest brewing company headquartered in Belgium and is considered to be one of the largest FMCG companies in the world.
The client wanted to get a better understanding of their marketing and channel effectiveness for multiple brands across geographies. They wanted to build a sound data driven strategy to achieve planned incremental growth by identifying the optimal marketing spend architecture across brands and channels.
BRIDGEi2i partnered with the client to optimize their marketing strategy through disruptive technologies to drive business decisions for better budget allocation and meeting target KPIs.
- BRIDGEi2i’s Data Engineering Experts aggregated multiple data inputs including financials, volume, exposure, campaign data and costing data and prepared them for analysis.
- Survey data was collected with consumer choice & preference information. In cases where survey data was not available, alternative data sources from PoS were analyzed.
BRIDGEi2i’s AI Labs used non-linear price optimization by establishing a relationship between price and volume. Monte Carlo based simulated optimization was implemented for budget allocation across country, brand, and channels to maximize revenue or achieve the KPI target.
BRIDGEi2i’s consulting team and experts from AI labs deployed the Marketing Spend Optimizer with a converser module – a voice-enabled optimization solution which helped executives interact with the dashboard through easy voice commands.
Visibility on under-performing brand-vehicles and their spend trend for rectification measures