- A large American air conditioning company hired inTouch to model historical sales data and evaluate the effectiveness of various promotional programs over five years. - inTouch devised an advanced analytics solution using a Cobb Douglas model to analyze transaction data, incentives, shipments, weather data and more. - The models helped the client understand which programs generated the most sales, margins and returns, and which territories and product mixes performed best under different programs. - This allowed the client to optimize their promotional investments and prioritize programs, locations and products to maximize returns on their $4 million annual sales program budget.

1. Sales Program Evaluation and Modeling
A large American Air Conditioning Solutions Company

2. inTouch has delivered year-on-year benefits to
Sales Program Evaluation & Modeling several clients in a wide variety of businesses
– Consumer, Retail, Ecommerce, Food &
Beverages, Jewelry, Beauty & Healthcare,
Education, Satellite and Web Communication,
Petroleum, HR Services and more – over
Manager–Sales Analytics and Forecasting: .. scored very well on several long term and on-demand
their very first engagement with us! engagements for the past 5 years.
Salary Computational Tool for the largest
Client Partner: We would love to partner with inTouch on each
temp staffing business in India >> predicts
such opportunity .. this was a very successful project! market benchmarked salaries based on skills
and attrition scores
S t o r i e s
Pricing and Discount Optimization for the
world’s largest Satellite Communication
inTouch was mandated by a USD 8 billion world leader in air business >> has delivered more than $100
million in potential annual savings for the
conditioning systems, services and solutions, to model historical
business
sales data and evaluate the effectiveness of the various
S u c c e s s
promotional programs carried out by the company over five
Sales Program Effectiveness for America’s
years. inTouch devised and delivered an advanced analytics
largest Air conditioning systems provider >>
solution working closely with key executives in the marketing has afforded visibility into rates of return
department of the company. delivered by various marketing programs
across sales territories in North America
Supply-Demand Matching & Optimization Tool
The case for a large Staffing Service provider in India >>
has brought down doability turnaround from 3
As part of a sales program, the client made off-season offers – weeks to across the table for the salesforce
consumer rebates, free extended warranties and consumer
financing – to its home market segment in the US. The sales
Topline growth oriented rewards programs for
program was extended to the market through channel partners a market leading Filter Coffee business in India
during Spring and Fall seasons each year. The client wanted to >> has delivered a 3-fold increase in revenues
for 3 straight years for the 425 outlet chain
understand what incremental volume, sales and margins are
generated by the programs and identify programs that should be
offered in future. Customer Feedback Decision Support and
Smart Response System for India’s largest fine
dining restaurant chain and many more
market leading café and QSR chains >> drives
a significant percentage of repeat visits across
the 20 outlet restaurant chain

3. Data and Approach
Secondary sales data – transactions made by the client with channel partners – and data on
incentives, processed at a transactional level, for a time period of 5 years were made available
for analysis by the client. Industry and company shipments and CDD (Cooling Degree Days)
information pertaining to the same time frame were also provided. inTouch proposed an
approach that involved a multiplicative model of the Cobb Douglas function to model the data.
Modeling the historicals
The data preparation methodology included stitching incentive data to (secondary)
transactional data and introducing a time period shift at the individual transaction level in a
manner that very closely approximated
consumer sales behaviour in the market.
Achieving a great match between primary
and secondary sales transaction data
demanded a complex, many-to-many
mapping of individual product models
between the two sets of data – an
aggregation and optimization technique run
on several iterations to arrive at a close-to-
perfect match.
Data was then aggregated at a per month level for each product model sold by each channel
partner and advanced analytics models based on the Cobb Douglas function methodology built
year-wise.
The Business Solution
The client derived extensive support
from the models for key decisions on
what programs to offer in future and in
what territories, what investments
would be optimal at individual
campaign and overall program levels,
and what product mix – premium and
non-premium – to push and sell under
individual campaigns.
Models explained program performance in terms of the following metrics at an individual
campaign level –

4. 1. Incremental Sales and Volumes
2. Incremental Margins and Rates of Return
3. Program efficiency in driving Value (mix of premium and non-premium product models)
and
4. Impact on business if any or all of the programs were plugged out
Results also included clustering channel partners based on program performance and on the
above parameters.
Bottomline
Annual costs of the sales program were an estimated USD 4 million and estimated rates of
returns varied extremely widely, from –53% to 36%. The predictive modeling solution helped
the client prioritize promotional investments by season, geography and at product levels in
order that returns on investments made were optimized.

5. Every day analytics
Assured Results and RoI
Incremental and scalable
Built and managed for your business
inTouch analytics, Floor 2, #33/5, NHS Road, V. V. Puram, Bangalore, India. Pin: 560004
Mail response@be-in-touch.com Call +91-80-32929411 Visit www.be-in-touch.com