Customer Case Study
BRIDGEi2i implements a robust, scalable optimization tool for marketing investment allocation
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BRIDGEi2i Case Study - Marketing ROI Analysis for Electronics Manufacturing major

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BRIDGEi2i implements a robust, scalable optimization tool for marketing investment allocation recommendations based on RCQ (Reach-Cost-Quality) scores for a global semiconductor company

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BRIDGEi2i Case Study - Marketing ROI Analysis for Electronics Manufacturing major

  1. 1. Customer Case Study BRIDGEi2i implements a robust, scalable optimization tool for marketing investment allocation recommendations based on RCQ (Reach-Cost-Quality) scores for a global semiconductor company Business Challenge The client is a global semiconductor company, which designs and manufactures various digital products. The objective of this study was to develop a robust and scalable methodology to implement McKinsey’s RCQ framework based on internal/ external data, information and research and to use the RCQ scores to recommend marketing investment allocation decisions. The primary target market was China which is one of the Client’s biggest market. BRIDGEi2i Solution BRIDGEi2i performed extensive secondary research and along with the third party agency reports, calculated the Reach, Cost and Quality scores of various marketing touch points and with special focus on China. The relationship of marketing vehicles to business impact was defined. The scoring methodology, logic and assumptions are iteratively refined based on discussions with key stakeholders and SMEs. Based on the RCQ scores of various touch points, BRIDGEi2i developed a robust, scalable optimization tool which will provide insight and suggest allocations from an overall marketing budget to a particular marketing channel. The tool also provides an alternative to optimize the various channels’ current financial year allocation based on the RCQ framework. Investment Allocation Optimization Tool Business Impact The optimization tool provided a comprehensive overview of the overall marketing budget and recommends allocation across various marketing channels. The insights and the overall summary helped the client to allocate budget optimally as well as demonstrate the potential RoI through such investments. The tool can also be easily implemented across the other client market regions as well. About BRIDGEi2i BRIDGEi2i is an analytics solutions company partnering with businesses globally, helping them achieve accelerated outcome harnessing the power of data. BRIDGEi2i helps companies to BRIDGE the gap between INFORMATION, INSIGHT and IMPACT in their journey to institutionalize data driven decisions across the enterprise. To know more visit http://www.bridgei2i.com For more details contact us: enquiries@bridgei2i.com © BRIDGEi2i Analytics Solutions Information Insight Impact

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