SlideShare a Scribd company logo
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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Analytics is no game for an interactive gaming publisher

  • 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.