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Analytics is no game for an interactive gaming publisher

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An interactive gaming publisher sought a way to transform its data model and capture mechanism to improve tracking and analysis of promotional activities and estimate the ROI for various promotional tactics. Learn more: http://www2.deloitte.com/us/en/pages/deloitte-analytics/articles/analytics-is-no-game-for-interactive-publisher.html

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Analytics is no game for an interactive gaming publisher

  1. 1. A large interactive gaming publisher sought a way to calculate its return on marketing investment with retailers to optimize its marketing spend and improve future marketing campaigns. Jordan Wiggins Principal, Deloitte Consulting LLP jorwiggins@deloitte.com Chuck Davenport Director, Deloitte Consulting LLP chdavenport@deloitte.com Copyright © 2015 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited Which promotional tactics are most effective across retailers? An analytical model to measure the return on holiday promotions Key insights on promotions performance Marketing campaign spend optimized across promotion types and vehicles Driving marketing ROI Analytics insights quantify marketing spend VISION EVALUATE CHALLENGES Inefficient processes Econometric data model Data enrichment Analytics dashboards Data visualization Discount-based promotions more effective than dollar-off and Buy one, get one (BOGO) Capture sales earlier in product life cycle Margin sales improvement Improved marketing ROI with each product release Product promotion more effective during holidays Retailer-specific investment drove total market sales Poor data quality Flawed data model CREATE GENERATE CELEBRATE 12% 35% 15% 12% ROI Using analytical methods and tools, the company achieved a unified view of its trade promotions performance across all marketing activities. The result? It can now make high-impact decisions quickly, optimize campaign spend, and improve the effectiveness of future marketing campaigns.VALUE If you want to learn how analytics can fuel your journey from vision to value, we should talk.

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