"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
"Marketing Analytics and Applications": Course IntroductionMasao Kakihara
Initial course introduction slides for "Marketing Analytics and Applications" course at SMU MITB program (AY2016 Term 1).
http://sis.smu.edu.sg/master-it-business
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
How An AI-Powered Trade Promotion Optimization Software Can Improve Consumer ...Gina Shaw
Artificial Intelligence (AI) will happen in both TPx and Retail Execution sooner than you probably think – Promotion Optimization Institute
According to Nielsen Holdings, 40% of Consumer Goods trade promotion spending doesn’t drive the desired results. Even though the trade promotions spend take up a lion’s share of the organizational revenue, traditionally manufacturers have always struggled in optimizing their promotion mix for the maximum bang for the buck.
With the advancements in AI technologies, it is now possible to powerfully harness data and run high-yield trade promotions.
What You Can Expect From The eBook?
1. Key Trade Promotion Optimization (TPO) challenges faced today
2. What is AI in the context of TPO?
3. How AI helps run profitable trade promotions?
4. What an AI-Powered analysis looks like?
5. Case-studies
6. How you can get started right away!
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
From Digital Attribution to Marketing Mix ModellingPetri Mertanen
MeasureCamp Amsterdam 2018. We are good when it comes to measuring advertising but should you also thing what kind of effect other marketing P's have on sales?
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
"Marketing Analytics and Applications": Course IntroductionMasao Kakihara
Initial course introduction slides for "Marketing Analytics and Applications" course at SMU MITB program (AY2016 Term 1).
http://sis.smu.edu.sg/master-it-business
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
With Digital's increased importance in the marketing mix, brand leaders are naturally concerned with measuring and proving its efficacy. With Digital, there is no shortage of data to evaluate as part of this process. But all that data brings with it a new challenge – identifying which metrics we should care about, and how to best measure them. This paper examines the current state of digital measurement and opines for more scientific measurement approach utilizing a test and control methodology.
Learn How a New Kind of Marketing Mix Modeling is Better for Media PlanningThinkVine
This presentation discusses the use of agent-based modeling and its proven advantages to media planners, including the abilities to create effective media plans based on consumer differences, accurately attribute results to media tactics, quantify long-term effects, and forecast sales and ROI results.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
When it comes to selecting the right marketing technologies for your business, you can’t let the wide variety of solutions or the constant debut of new tools create chaos. Investment in martech requires you to make intentional choices based on your company’s and buyers’ unique characteristics.
Ready to get started building your stack? Download the martech worksheet!
MRM Seattle Digital Immersion Lab: Just Measure It!MRM Seattle
Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.
Marketing is increasingly an advanced technology discipline. When well used, it can improve marketing effectiveness 15% - 25%. But using marketing technology effectively is about more than just tech; it's about creating an engine that runs smoothly and evolves continuously. For more, read "How digital marketing operations can transform business" (http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business)
5 Ways to Improve Sales Performance with AnalyticsQlik
In this e-book, we'll look at some trends in the use of analytics by sales—including what's working and what's not—then look at 5 ways to improve sales performance with analytics.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
The days of casting marketing dollars into the abyss and hoping for the best are ancient history. Marketing analytics has transformed from a nice-to-have into an absolute necessity for businesses. As we step into the marketing landscape of 2024, this report is your key to unlocking the secrets, strategies, and trends that will shape the… Continue reading The Future of Marketing Analytics 2024 Predictions Unveiled
Learn How a New Kind of Marketing Mix Modeling is Better for Media PlanningThinkVine
This presentation discusses the use of agent-based modeling and its proven advantages to media planners, including the abilities to create effective media plans based on consumer differences, accurately attribute results to media tactics, quantify long-term effects, and forecast sales and ROI results.
The State of the Sales & Marketing FunnelDemand Metric
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
Insights Throughout the CPG Brand LifecycleNM Incite
NM Incite’s social media research and analytics offer brands insight into real-time, authentic consumer expression that can transform how marketers build strong brands, create passionate and engaged communities and ultimately achieve superior sales outcomes. Learn how NM Incite’s solutions can be layered with other Nielsen assets to produce powerful insights, providing a valuable competitive advantage.
When it comes to selecting the right marketing technologies for your business, you can’t let the wide variety of solutions or the constant debut of new tools create chaos. Investment in martech requires you to make intentional choices based on your company’s and buyers’ unique characteristics.
Ready to get started building your stack? Download the martech worksheet!
MRM Seattle Digital Immersion Lab: Just Measure It!MRM Seattle
Analytics expert Vipin Mayar of MRM Worldwide discussed how aligning measurement strategies with company objectives can drive business intelligence. Once those strategies are set, marketers can adjust their channel mix—a simple, cost-effective way to boost results. Mayar and panelists from Meteor Solutions, Microsoft, and Forrester Research also addressed measuring social media and mobile marketing campaigns.
Marketing is increasingly an advanced technology discipline. When well used, it can improve marketing effectiveness 15% - 25%. But using marketing technology effectively is about more than just tech; it's about creating an engine that runs smoothly and evolves continuously. For more, read "How digital marketing operations can transform business" (http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business)
5 Ways to Improve Sales Performance with AnalyticsQlik
In this e-book, we'll look at some trends in the use of analytics by sales—including what's working and what's not—then look at 5 ways to improve sales performance with analytics.
Digital Marketing Measurement Framework - Martin WalshMartin Walsh
A Digital Marketing Measurement Framework to assist your organisation to understand, develop, introduce and operationalise digital marketing measurement.
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
Message Mix Modelling provides an extension to traditional media mix modelling. Here we attribute incremental sales and ROI to media channels, campaigns and messages.
The days of casting marketing dollars into the abyss and hoping for the best are ancient history. Marketing analytics has transformed from a nice-to-have into an absolute necessity for businesses. As we step into the marketing landscape of 2024, this report is your key to unlocking the secrets, strategies, and trends that will shape the… Continue reading The Future of Marketing Analytics 2024 Predictions Unveiled
The days of casting marketing dollars into the abyss and hoping for the best are ancient history. Marketing analytics has transformed from a nice-to-have into an absolute necessity for businesses. As we step into the marketing landscape of 2024, this report is your key to unlocking the secrets, strategies, and trends that will shape the… Continue reading The Future of Marketing Analytics 2024 Predictions Unveiled
Predictive data science will soon be a widespread strategy for business of all sizes.This guide contains the 7 most important action items that can give you clearer guidance about the tools.
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
Leeds Digital Festival: How to justify your marketing spend to your bossXpand Marketing
Research shows that many marketing managers and executives are frustrated with the constant budget restraints and pushback that they face when trying to plan their company's marketing.
Is this you? If so, we’re here to tell you that it doesn't have to be this way.
In this webinar, Danni and Fran will discuss the common concerns and priorities of bosses or upper management when it comes to marketing spend.
We'll also share some proven strategies for aligning marketing objectives with the overall business strategy, proving the ROI of your marketing efforts, and building strong relationships with your boss and stakeholders.
By the end of this webinar, you'll have the tools and knowledge you need to justify your marketing budget and get the resources you need to succeed.
Are your customers finding your business online? Do you want to increase traffic to your website? Is your digital marketing plan strategic, measurable, achievable, relevant and timely? Help your customers find you online, increase traffic to your website, build your online brand | Step 1 - Review, Step 2 - Evaluation, Step 3 - Take Action | http://www.lauradunkley.com/site/digital-marketing-3-step-program
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
The ultimate guide to the new buyers journeyMarketBridge
At MarketBridge we have the privilege of working with hundreds of marketing and sales leaders every month. In those discussions one thing is abundantly clear: the customer buying journey is rapidly changing and organizations are struggling to keep up.
These dramatic shifts in buying behavior are well documented; independent research by Gartner and Forrester suggests that by 2020,
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
Similar to Driving Marketing Efficiency In The Consumer Goods Business With Advanced Analytics (20)
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
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• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered Quality
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Analytics
1.
2. CONTENT
A The current state of marketing in the consumer goods business
How advanced analytics solutions like Compass helpB
How the solution works
1. Data integration and harmonization
2. Harnessing data with advanced analytics
What you can do with the solution
1. Measure campaign effectiveness
2. Get actionable recommendations
3. Set and get real-time campaign alerts
4. Perform what-if analysis and forecast sales
5. Understand competitor performance
6. Product portfolio management
7. Identify growth opportunities
8. Stay updated on important KPIs
9. Consume data in a simplified way
C Case study
D About Acuvate
3. UK | USA | Netherlands | India
Proprietary information - Do not copy or duplicate without written authorization from the author.
“Consumer packaged goods companies allo-
cate by far the largest percent (24) of total com-
pany budget to marketing”
The CMO survey, American Marketing Association
Compared to businesses in other industries, the ones in the
Consumer Goods (CG) industry spend a colossal amount of
money on marketing and advertising. This is mainly because
these campaigns have a major influence on the shopping and
buying behaviours of consumers and thereby act as the prima-
ry drivers of revenue.
With the continuous expansion of the target market, the com-
plexity and diversity in the 5 P's of marketing - Product, Price,
People, Place and Promotion has also increased.
Needless to say, the distribution networks are extensive and
there are numerous influencing factors that can impact con-
sumer buying behaviours and marketing strategies.
Added to this, the rapid rise of digital media and online social
networks has opened several new channels to target the con-
sumer base.
However, a large percentage of marketing
efforts has little to no impact on sales and
doesn’t drive the desired results.
One primary reason for low-yield marketing campaigns is a
lack of data-driven decision-making. Success in any consumer
goods business largely depends on the speed and accuracy of
decision-making. However, most marketers today lack a holis-
tic view of reality and all the influencing factors that can impact
their campaign performance.
A truly data-driven decision needs a 360-de-
gree and unified view of the market and con-
sumer insights.
Most CG businesses already recognize the need for leveraging
data analytics for taking critical business decisions around
market-mix modelling, revenue management, trade promotion
optimization etc. They are also investing in relevant tools.
“A thirst for insights is also reflected in CPG mar-
keters investing more in marketing analytics
compared with all other survey respondents”
-Gartner
However, the adoption rates of most of these BI and analytics
tools get reduced after a certain time and thereby become
unsuccessful.
The current state of marketing in the consumer goods business
4. 5 reasons most analytics solutions fail to
appeal decision-makers.
a) The software provides shallow insights from historical data
from limited data sources (old syndicated and internal data,
data solely from primary sales etc.)
b) The data fed in the system lacks quality.
c) The software doesn’t provide actionable recommendations
for the present and future.
d) It’s too sophisticated to use and inconvenient to incorporate
in day-to-day operations.
e) These solutions are provided only for the high-level man-
agement.
Most CG analytics solutions don’t strike the perfect balance
between providing in-depth insights and ease of use. Tools
which give meaningful insights lack good usability and the
ones which are convenient to use, provide shallow insights.
Marketing and revenue management teams as a result, aban-
don these tools and go back to making decisions based on gut
or partial intelligence or past experiences. Decisions impact
your revenue and such non-usage of data for taking decisions
can cost you millions of dollars
UK | USA | Netherlands | India
Proprietary information - Do not copy or duplicate without written authorization from the author.
5. The uncertain marketer in the consumer goods business
How much sales uplift
did I achieve with that
ad campaign?
Are my marketing efforts
helping competition and by how
much?
Which types of
media are yielding
the desired results?
Am I spending at
the right time and
place?
Am I getting the cor-
rect ROI for the mar-
keting spend?
Am I missing any op-portunity which canyield me good results?
Is there a new
segment that I can
target?
Can I optimize
the spend on
each brand
based on the
BCG Matrix?
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6. How advanced analytics solutions
like Compass help
Compass is a trade promotion optimization solution with advanced marketing and advertising analytics capabilities. The solution
helps you unlock the value of different types of internal and external data to run better promotions and marketing campaigns.It is
built with a sole goal of generating the maximum ROI and sales uplift for a minimum marketing, advertising and trade promotion
spend.
Compass leverages advanced analytics for the following marketing scenarios
Measuring advertising
effectiveness
Marketing Mix
Modelling
Product portfolio
management
Sales forecasting
Optimizing
advertising spend
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7. How the solution works
Step #1 Data Integration
We start by combining and integrating data from multiple internal and external sources.
This integration increases data accuracy and helps decision-makers get a unified and 360-degree view of all the influential factors
which could possibly impact the marketing campaign. This combined raw data also acts as a strong foundation on which a powerful
analysis can be run to glean insights.
1. Past promotions and campaigns
2. Market Research
3. Primary Sales
4. Secondary Sales
5. Point of Sales
1. Competitor Intelligence
2. Location
3. Search Analytics
4. TRP
5. Weather
6. Social Media
7. Syndicated Data
8. Events
Internal Data
External Data
Data
Lake
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Different types of data Compass
captures and harnesses
8. Step #2 Harness data with advanced
analytics
Now that we took data from a myriad of influencing factors, it is
time to convert them into meaningful and actionable insights
and recommendations. This is where most analytics solutions
fail.
While these analytics tools do provide some key insights, most
of them are non-actionable. Consumer goods businesses
produce massive amounts of data every day and a powerful
harnessing of this humongous data requires advanced tech-
nologies like Artificial Intelligence and Machine Learning.
Advanced analytics like predictive and prescriptive analytics
are powered with AI and machine learning and add the much
needed “intelligence” part to an analytics software. Unlike
traditional analytics solutions which provide shallow insights,
advanced analytics turn data into meaningful insights - insights
which are actionable and enable you to take a decision quickly
and more accurately.
For instance, traditional analytics can accurately project the
annual marketing trends in London for 2017, but can’t recom-
mend you the necessary steps for profitably optimizing your
annual spend.
Leverage unstructured data
Unstructured content already accounts for a
staggering 90 percent of all digital data, much
of which is locked away across a variety of dif-
ferent data stores, in different locations and in
varying formats - IDC
Data from crucial data sources like digital and social media,
TRP, events, POS are largely unstructured and cannot be har-
nessed by traditional analytics. Big data and AI technologies
such as machine learning (ML) harness and convert this raw,
unstructured data into meaningful insights.
Advanced analytics let you spend less time
analyzing data and more time gaining
insights from it
Traditional analytics tools can answer a
simple “what’s happening” question but not
a much-needed “why is it happening” or a
“what’s the best way to proceed” question
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9. Traditional Analytics vs Advanced Analytics
Traditional Analytics Predictive and Prescriptive Analytics
What happened?
How many?
How often etc.
Why is this happening?
What will happen in the future and what should i do
about it?
Which marketing campaigns are delivering the highest
ROI and why?
What is the lost sales percentage?
Which types of media generated the highest sales
uplift?
What is the right media mix strategy for the upcoming
quarter?
How can I maximize my marketing ROI?
What is my expected ROI if I increase my spend on TV
campaign by $60k and decrease digital spend by $40k?
What are my predicted sales if I keep Brand A at base
price for the next 6 months and promote Brand B for a
BOGO for the next 1 month?
Which creative is working and why?
10. What you can do with the
solution
1) Measure Campaign Effectiveness
a) Measure the performance of your marketing and ad
campaigns.
b)Detect and analyze which type of channels, media and
creative have yielded the maximum ROI and sales uplift.
c)Measure campaign ROI by segment type
d)Compare the total spend on different campaigns and the
short-term and long-term business objectives it has
achieved
e)Measure ROI of dollar spend
f)Learn how much your competition has lost or gained
market share due to the campaign.
g)Understand the individual impact of each campaign on
sales
h)Learn the reason(s) why a campaign did or did not per-
form.
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11. 2) Get Actionable Recommendations
Compass leverages machine learning and runs a powerful analysis on the internal and external data fed into the solution. Based on
this analysis, it recommends
a) The right type of campaign to be run - where and when, for which product and how much time.
b) The profitable way to optimize spend for various locations, types of media, and products.
c) Custom plans for each product and location.
Compass also predicts sales for every recommendation it provides.
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12. 3) Set and receive real-time campaign alerts
In addition to providing recommendations, Compass also leverages machine learning to harness data and detect key patterns and
trends from it. It makes trend discovery easy by providing deeper insights on your campaigns and their impact which you might not
be aware of. These real-time insights can include
a) Campaign alerts like dip in campaign ROI or sales
b) Business impact updates
c) Any other trends that can affect the on-going campaign.
You will have the flexibility to choose and set the alerts you prefer.
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13. 4) Perform what-if-analysis
and forecast sales
Compass’ what-if scenario builder
enables you to intelligently optimize
marketing mix by forecasting sales for
various marketing mix variables. You will
have the ability to define constraints like
budget, set objective parameters such as
maximize revenue, profit or volume. You
can also predict the impact on sales for
the proposed marketing tactics and
forecast lost sales.
5) Understand competitor
performance
a) Stay updated on the market share
percentages of your competitors
b) Learn the segment wise perfor-
mance of competitors
c) Analyze the impact of your marketing
campaigns on your competitors’ market
shares.
d) Learn if your marketing efforts are
helping competitors and by how much.
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14. 6) Product portfolio management
a) Understand your total expenses, ROI and actual sales for each brand
b)Measure the performance of your cash cows, stars, dogs and question marks
c)Optimize your spend based on the BCG matrix
d)Analyze the performance of your question marks and forecast the likely performance for the future.
e)Get alerts on any risks for your cash cows and stars based on market performance
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15. 7) Identify growth opportunities
a) Forecast the growth of your existing segments and product base
b) Identify new potential market and product segments and forecast the size of the opportunity. Thereby, you can allot the right
amount of planning and budgeting for new product launches and marketing
c) Get recommendations on which market/product segments to focus on
8) Stay updated on important KPIs
Get a holistic view of important KPIs like market share, investment, growth, competitor performance etc. for every brand and
location. You will have the option to set the needed time-period.
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16. 9) Consume data in a simplified way
Marketing analytics solutions usually fail because of the change management which is required. Business users face a challenge
with learning to use the new solution and accessing the data to make better decisions.
a) AI Chatbots
By integrating chatbot into the analytics system, you can get the
required data right within your actively used messaging app like
Skype for Business, Skype, Slack, Microsoft Teams etc. This data
can be accessed in both textual or multi-media formats. This avoids
the hassle of logging into the system, navigating and filtering dash-
boards.
Learn more: Business Intelligence Chatbots
b) Advanced Visualizations
Advanced data visualizations provide a variety of ways to view data
-including visuals such as bubble charts, heat maps, and so on.
Advanced visualization greatly simplifies the process of analyzing
massive data sets and trend discovery.
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17. Case-Study
Acuvate helps in reducing
advertising spend by 5 % with
advanced analytics for a
global CPG company
Business Scenario and Objectives
Reduce advertisement spend with increased sales
Just like any other consumer goods business, the company had a
huge marketing and advertising budget which is not profitably
spent. Increasing the sales for health products by running adver-
tisements at a minimum spend was the primary objective.
The Challenge
Decisions based on gut
The marketing team was running advertisements based on gut or
past experiences. Data from social media and weather - which
have a huge impact on the sales of healthcare products was not
leveraged to make decisions. This significantly increased the
advertising spend with little to no impact on the sales uplift. In
addition, the marketing team was not able to predict future sales
accurately.
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18. #1 Gather Important Data
The first step of the solution was to collect data from some
key sources which have the highest impact on the sales of
health products.
Social media (Twitter feeds)
Weather (past, current and future)
Disease outbreak data
Past sales data of the products
#2 Transforming Data into Insights With
Advanced Analytics
Once the raw data was collected, the next step was to derive
actionable intelligence from it. Most of the data was very
unstructured. Acuvate used advanced analytics and machine
learning algorithms to effectively harness and transform it into
a structured format and meaningful insights.
#3 Build Interactive Dashboards and Re-
ports
Power BI, a BI software and analytics platform was leveraged
to build flexible dashboards and reports. Users can customize
and change several parameters within the dashboards
according to their needs.
What Users Can Do With The
Solution
Get crisp recommendations on running the right advertise-
ment at the right location at the right time in the right
channel and for the right duration.
Receive real-time alerts for disease outbreaks or occur-
rence of rain etc.
Get campaign ROI for each campaign type - Radio, TV,
Social media, Print Media, Banners etc.
Forecast sales
Compare actual sales with predicted sales
Understand sales uplift for every advertisement run.com
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Our Approach
19. Benefits
With Acuvate’s guidance the company was able to…
Profitably
optimize
Advertising
spend and
resources.
Forecast
sales more
accurately
Increase sales
due to better
brand recall
by consumers
after seeing
the advertise-
ments at the
right time
Personalize
advertising
campaigns
Leverage data
to make
decisions.
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20. Clients Who Trust Us
About Acuvate
Acuvate is a Microsoft Gold Certified Partner with 11+ years experience in improving business efficiencies and revenue for numerous
enterprises worldwide. We do this by building enterprise applications that help in intelligent analysis, collaboration and orchestra-
tion of information.
Over the years, Acuvate has helped several Fortune 100 consumer goods organizations in deploying Business Intelligence and
advanced analytics solutions and services to increase revenues and overall profitability. Acuvate holds profound expertise and
specialization in providing AI-powered BI solutions for many leading consumer goods companies.
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21. Learn More About Compass
Schedule a Demo
www.acuvate.com+44 (0)1753 299600info@acuvate.com