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Marketing Optimization Augmented Analytics Use Cases - Smarten

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Predictive analytics targets data to predict if ATL advertising is more effective than BTL advertising and to target customer segments and characteristics.

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Marketing Optimization Augmented Analytics Use Cases - Smarten

  1. 1. Marketing Optimization Predictive Analytics Use Case
  2. 2. A company can determine the influence of the marketing and advertising campaigns on sales and identify whether marketing expenses are effective for the business and optmize the marketing budget to increase sales or ROI. Marketing Optimization Sample Application Description
  3. 3. Target Sales Marketing Optimization Sample Application
  4. 4. • Advertisement expense • Vacancy • Wholesale gap Influencing Factors Marketing Optimization Sample Application
  5. 5. To solve this problem, we first need to identify the relationship between advertisement expense and sales using a correlation algorithm. Correlation is a statistical measure that indicates the extent to which two variables fluctuate together. • A positive correlation indicates the extent to which those variables increase or decrease in parallel. • A negative correlation indicates the extent to which one variable increases as the other decreases. Algorithm(s) Marketing Optimization Sample Application
  6. 6. Correlation Model Visualisation Marketing Optimization Sample Application
  7. 7. Marketing Optimization Sample Application Correlation Interpretation
  8. 8. Marketing Optimization Sample Application Correlation Result The correlation coefficient value indicates the strength of the relationship.
  9. 9. Once the relationship is identified, we can further predict sales using regression algorithm. • Multiple Linear Regression is a technique that attempts to explore the relationship between two or more independent variables and one dependent variable. • The higher the R-square value of a model(>=0.7), the better the accuracy of the model. • A lower R-square value of a model(<0.7) means the model needs to be rebuilt using different input parameters or the input dataset doesn't exhibit a structure suitable for regression. Algorithm(s) Marketing Optimization Sample Application
  10. 10. Regression Model Visualisation Marketing Optimization Sample Application
  11. 11. Regression Model Visualisation Marketing Optimization Sample Application
  12. 12. Regression Model Visualisation Marketing Optimization Sample Application
  13. 13. Marketing Optimization Sample Application Regression Model Summary
  14. 14. Marketing Optimization Sample Application Regression Interpretation
  15. 15. Marketing Optimization Sample Application Regression Result Predicted sales
  16. 16. Marketing Optimization Sample Application Regression Result Sales prediction with accuracy value (R-square value) based on advertisement expense, wholesale gap and vacancy can be performed using APPLY functionality as shown below
  17. 17. Marketing Optimization Sample Application Regression Result
  18. 18. Marketing Optimization Predictive Analytics Use Case For more information, contact us today. www.Smarten.com contact@Smarten.com Smarten – Marketing Optimization Use Case - 2019

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