VIAPROM provides Analytics Solutions which involved deep problem solving and usage of a range of statistical techniques from regression to ML based models for Clients in Retail industries across the world.
The theory-and-practice-of-space-and-assortment-optimization-finalHIEN NGUYEN SONG THANH
The document summarizes lessons learned from Walmart's "Project Impact" initiative in 2009 where they removed approximately 15,000 SKUs, or 10% of items, from stores in an effort to reduce clutter. While initial shopper research was positive on less cluttered stores, sales declines occurred in some test stores. The author notes that by removing smaller brands entirely, Walmart likely lost the exclusive purchases of loyal shoppers for those brands, estimated to be around 30% of the sales of the removed brand. As those shoppers could no longer find their preferred item, they would leave the store without purchasing anything else. Extrapolating this across the many categories and removed brands, the author estimated Walmart may lose at least 3
Marketelligent provides analytic services to help Consumer Packaged Goods (CPG), Manufacturing, and Retail companies make better business decisions. Their services include optimizing marketing investments, managing product pricing and promotions, rationalizing stock keeping units, understanding markets and shopper behavior, and designing supply chains and distribution networks. They offer global analytic capabilities leveraging domain expertise to maximize sales and profits.
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
The document discusses various analytical techniques used to solve business problems in areas like new product launches, marketing, supply chain management, and sales. It provides examples of how techniques like gap analysis, concept testing, SKU rationalization, and inventory management can help companies optimize processes, minimize costs, and maximize profits. Key performance metrics are tracked to evaluate vendors, forecast demand, analyze competitors, and identify optimal pricing strategies.
Makeplain has developed a mathematical Theory of Retail that utilizes machine learning to optimize retail operations and marketing decisions. The model analyzes transaction data to understand key products, product affinities, cannibalization, promotional cadence and more. It provides weekly recommendations on promotions, pricing and inventory to maximize total sales and profits. Retailers implementing the recommendations experience an average 1-5% lift in top-line sales with more certainty in promotional results.
The document discusses the role of analytics in the consumer packaged goods (CPG) industry. It notes that analytics can help CPG companies with pricing strategies, optimizing marketing mix, portfolio optimization, inventory management, and other areas. Analytics provides insights into profit drivers, demand elasticity, trade spend effectiveness, and more. It concludes that CPG companies must invest in analytics to stay competitive as consumer behavior changes rapidly.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
Actionable Steps to Increase CLV Across Your Integrated Media StrategyTinuiti
Each client’s customer, marketing efforts, products, are different. It takes advanced analytics and machine learning to understand and predict preferences and behaviors. Discover the most effective strategies that top brands are using to increase CLV with a holistic view of other channels to inform their integrated media strategy.
The theory-and-practice-of-space-and-assortment-optimization-finalHIEN NGUYEN SONG THANH
The document summarizes lessons learned from Walmart's "Project Impact" initiative in 2009 where they removed approximately 15,000 SKUs, or 10% of items, from stores in an effort to reduce clutter. While initial shopper research was positive on less cluttered stores, sales declines occurred in some test stores. The author notes that by removing smaller brands entirely, Walmart likely lost the exclusive purchases of loyal shoppers for those brands, estimated to be around 30% of the sales of the removed brand. As those shoppers could no longer find their preferred item, they would leave the store without purchasing anything else. Extrapolating this across the many categories and removed brands, the author estimated Walmart may lose at least 3
Marketelligent provides analytic services to help Consumer Packaged Goods (CPG), Manufacturing, and Retail companies make better business decisions. Their services include optimizing marketing investments, managing product pricing and promotions, rationalizing stock keeping units, understanding markets and shopper behavior, and designing supply chains and distribution networks. They offer global analytic capabilities leveraging domain expertise to maximize sales and profits.
Shopper Marketing is a core B2C (business to consumer) marketing strategy used to activate your brand in the online and offline retail world. From omnichannel marketing, to analyzing shopper insights, this guide distills a best practice approach to Shopper Marketing that will superpower your strategy and lead you in the direction of success.
With input by experts in the shopper marketing world, this guide will take you from the basics and into the challeneges, tactics and metrics you need to follow. After all of the best practices are shared, there is a stage by stage, step by step action plan with tools and templates designed to immediately help your organization leverage best practices.
Table of Contents
Introduction: The Evolution of Shopper Marketing
The Essence of Shopper Marketing
What Shopper Really Is, What it isn’t, and Who’s Profiting
The Key Differences Between Consumers and Shoppers
The Incredible Importance of Shopper Insights/Analytics
The Non-Linear Omni-Channel Shopper Journey
Powerful Statistics that Make the Business Case
Case Study: Scotch Tape
The Nuts and Bolts of Shopper Marketing
Processes and Best Practices
Know Your Shopper(s) Before You Begin
Channels, Trends, Seasonal Events and Tactics
Common Challenges in the Shopper Marketing World
Watching Your Competition Closely for Insights
Case Study: Allegra
What You Need to Succeed
Digital & Social Acumen
Partnership With All Levels (Retailer, Brand, and Agency)
Retailer Led Marketing
Brand Led marketing
Case Study: Alcon
Exploring the Future of Shopper Marketing
Neuromarketing and Behavioral Insights
Tracking, Testing and Simulations
Seamless Shopping Experiences
Final Thoughts
Acknowledgements
Bibliography
Shopper Marketing action plan & toolkit
The document discusses various analytical techniques used to solve business problems in areas like new product launches, marketing, supply chain management, and sales. It provides examples of how techniques like gap analysis, concept testing, SKU rationalization, and inventory management can help companies optimize processes, minimize costs, and maximize profits. Key performance metrics are tracked to evaluate vendors, forecast demand, analyze competitors, and identify optimal pricing strategies.
Makeplain has developed a mathematical Theory of Retail that utilizes machine learning to optimize retail operations and marketing decisions. The model analyzes transaction data to understand key products, product affinities, cannibalization, promotional cadence and more. It provides weekly recommendations on promotions, pricing and inventory to maximize total sales and profits. Retailers implementing the recommendations experience an average 1-5% lift in top-line sales with more certainty in promotional results.
The document discusses the role of analytics in the consumer packaged goods (CPG) industry. It notes that analytics can help CPG companies with pricing strategies, optimizing marketing mix, portfolio optimization, inventory management, and other areas. Analytics provides insights into profit drivers, demand elasticity, trade spend effectiveness, and more. It concludes that CPG companies must invest in analytics to stay competitive as consumer behavior changes rapidly.
How To Unify Data with Bespoke Dashboards for True InsightsTinuiti
Today’s landscape requires Marketing leaders to stay informed on a daily basis and act with purposeful agility. With an adaptive, frequently updated look across all channels and budget performance, marketers can expose inefficiencies and seize opportunities faster than their competitors to drive real business results. Join our insights experts to see how they empower clients with a fully customized and automated dashboard so they can spend more time acting on data opposed to pulling it.
Actionable Steps to Increase CLV Across Your Integrated Media StrategyTinuiti
Each client’s customer, marketing efforts, products, are different. It takes advanced analytics and machine learning to understand and predict preferences and behaviors. Discover the most effective strategies that top brands are using to increase CLV with a holistic view of other channels to inform their integrated media strategy.
How Evenflo Expanded Their eCommerce Marketplace StrategyTinuiti
Walmart is poised to be an emerging player in digital advertising and a viable channel for brands expanding beyond Amazon — especially for advertisers who invest early. Discover different ways to advertise your products on Walmart.com and the benefits of expanding onto this marketplace. Discover how our client Evenflo increased return on ad spend (ROAS) by 231% and significantly improved their CTR for Sponsored Products on Walmart.com. Be an early mover and diversify your marketplace presence.
Introducing Mobius: Technology that Closes the Loop on Your Marketing Perform...Tinuiti
Join us for an exclusive sneak peek into Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology. We’ll introduce MobiusOS, Mobius Apps and MobiusX, our three distinct products that help unify, optimize, and activate your performance marketing data unlike any other platform on the market. In this webinar, you’ll learn all the business challenges our technology can solve for and how our suite of marketing intelligence and media activation technology can make your company faster to market, faster to optimize, and faster to make adjustments.
Improving Fieldforce effectiveness in groceryRed Ark
20:20 RDI has a unique model and method for improving the ROI of fieldforce visits. This presentation talks through the methodology in detail and show you how a simple proof of concept workshop could save your FMCG business millions. Red Ark in Sydney is the local representative for 20:20 RDI who work with all the major FMCG marketers across Europe and the UK. As shown to the Australian Sales & Marketing Institute.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
This document contains confidential information about AAUM's analytics products and services. It provides an overview of AAUM's capabilities in advanced analytics, competitive intelligence, and livelihood services. It then presents a case study analyzing social media sentiments before and after the release of two Tamil films, Nanban and Vettai, to demonstrate AAUM's social media analytics product called "Ordo Ab Chao." The analysis shows mostly positive sentiment for both films both before and after release.
Digital Collaboration between Retailers-ManufacturersAnthony Levesanos
1) The document discusses obstacles that hinder effective digital collaboration between retailers and manufacturers, such as divergent agendas, lack of trusted data, information asymmetry, and shallow customer knowledge.
2) It proposes a collaboration framework to overcome these obstacles, including agreeing on strategic objectives and priorities, sharing a common set of data and metrics, using data-driven insights, and establishing time-bound and balanced metrics.
3) The framework emphasizes starting with deep customer understanding, optimizing supply chains, and monitoring execution and results through a shared analytics platform and coordinated processes.
The document discusses the Boston Consulting Group (BCG) Matrix, which classifies business units into four categories based on their relative market share and market growth rate: Question Marks, Stars, Cash Cows, and Dogs. Question Marks have high growth but low market share, requiring high investment. Stars have high growth and market share but also require heavy investment. Cash Cows have low growth but high market share, generating cash with little investment. Dogs have low growth and market share and are cash traps. The BCG Matrix helps assess a product portfolio, cash demands, resource allocation, and divestment decisions.
An e-marketing strategy is needed to provide consistent direction for an organization's online activities and integrate them with other marketing. The strategy should define how the organization will communicate benefits of the online channel, prioritize targeted audiences and products, and hit sales targets. It also needs to manage integration across channels. Without a strategy, companies risk underestimating online demand, losing market share, duplicating resources, and missing opportunities.
Introduction to Marketing Intelligence - Part Icommandeleven
This document discusses the importance of marketing intelligence and using metrics to measure marketing performance. It provides examples of how companies like Best Buy and Porsche have successfully implemented marketing intelligence strategies. Best Buy analyzed customer data to identify key segments like "Jills" and customized marketing efforts for different stores. Porsche tracked a new vehicle launch campaign across direct mail and their website. The document also reviews how DuPont used NASCAR sponsorships and print advertising to build brand awareness for their Tyvek homewrap product while seeking to measure marketing performance. Overall it emphasizes that market leaders employ data-driven marketing approaches and metrics to optimize efforts.
The document discusses key questions to consider when evaluating a marketing intelligence platform. It begins by explaining that most marketers still rely on multiple disconnected data sets and analytics tools that are difficult to use. The top questions to ask are: 1) Can the platform consolidate all marketing data? 2) Can it clean and standardize the data? 3) Can it deliver accurate customer segmentation based on long-term customer behavior? For most companies, a third-party cloud-based marketing intelligence platform is the best option to gain valuable customer insights.
Mohit Kapoor is a customer success manager at ROI Hunter, a data-driven marketing company. ROI Hunter helps online retailers succeed by leveraging customer data to provide tailored experiences through automated processes and actionable insights. This allows retailers to focus on optimizing campaigns for real profitability by calculating margins, return rates and stock on a product level. ROI Hunter also identifies best performing products and audiences to promote, as well as underperforming products and audiences that need less promotion. This leads to increased sales and reduced customer acquisition costs for clients.
Dynamic pricing allows companies to maximize profits by continuously adjusting prices in response to changing market conditions. Algorithms analyze internal and external data to predict demand based on price and set prices accordingly. Companies like Amazon use dynamic pricing to change prices up to 3 million times per day. When implemented effectively through data analysis, change management, and ongoing optimization, dynamic pricing can increase company revenues by over 15% and units sold by double digits.
The document discusses the importance of selecting the right retail store location and introduces the OPTILOX model for optimizing location selection. OPTILOX uses behavioral analytics and considers factors like customer demographics, preferences, and footfall patterns to evaluate potential locations and forecast customer numbers. It helps retailers make faster and more informed decisions to maximize the success of new store openings.
Salesforce Research surveyed over 2,300 global sales leaders to understand sales trends in 2015. The survey found:
1) High-performing sales teams are more likely to use sales analytics and mobile apps than underperforming teams, allowing them to make data-driven decisions and close deals on the go.
2) Winning teams view sales as a responsibility of the entire organization and excel at connecting with customers through various channels, indicating the importance of a holistic, team-based approach.
3) Top sales performers leverage more sales technologies than underperformers to streamline processes and better meet sophisticated customer needs, freeing up time to focus on selling.
Salesforce state-of-marketing-research-retailOanh Do
Retail and consumer goods marketers are working to improve cohesive customer experiences by better integrating customer journeys across departments and channels. They are increasingly leveraging artificial intelligence and personalization while also striving to balance privacy and build trust. Marketers are engaging customers across more real-time channels but still struggle with dynamic coordination across channels. Access to more customer data sources improves personalization opportunities but also challenges marketers to better unify disparate customer data.
"Marketing Analytics and Applications": Course IntroductionMasao Kakihara
This document outlines the course introduction for the MITB - B.11 Marketing Analytics and Applications course. The instructor, Masao Kakihara, introduces himself and provides an overview of the course objectives, topics, structure and evaluation. Key topics to be covered include trends in marketing analytics, macro/micro environments, and challenges of data abundance. The course will help students understand marketing analytics landscapes, integrate various data methodologies and translate data into actionable strategies.
The document summarizes key findings from a survey of 89 companies on their digital marketing capabilities. It finds that:
1) Only 18% of companies are able to very effectively track and analyze a customer's journey across multiple channels, showing most struggle with cross-channel integration and visibility.
2) While most companies recognize the need to improve customer loyalty and targeting based on purchase behavior, few are always able to execute strategies like targeted offers (24%) or reward loyal customers (62%) effectively due to a lack of integrated customer data and systems.
3) Respondents agree better integration of retail systems and marketing channels could significantly improve customer loyalty, targeting, and marketing effectiveness, showing integration is a priority area for
This document discusses Zensar's CMO Workbench, a data analytics solution that helps retailers improve marketing efforts. The solution uses customer data to segment customers, uncover spending patterns, and target promotional campaigns. This increases campaign ROI, customer retention rates, and revenues from promotional sales. The solution provides dashboards with KPIs, predictive analytics, and visualization tools to optimize marketing mix, measure campaign success, and gain customer insights.
Market intelligence for decision makers - ideas on how to make corporate deci...Frederic De Meyer
This document debunks common myths about market intelligence and provides guidance on building market insights to support strategic decision making with minimal effort and cost. It discusses seven common myths about market intelligence, explaining that while 100% accuracy may not be possible, relatively accurate insights can be obtained at low cost by tapping internal data sources and freely available external sources. The document provides examples of how to build market intelligence in specific areas like understanding the business environment, assessing competitors, and innovating based on trends. It concludes by offering ideas for setting up a basic market intelligence practice within a company.
Predictive Analytics in Retail - Visual Infographic Reportc24ltd
A visual infographic report about Predictive Analytics in Retail, based on our whitepaper "Predictive Analytics in Retail" (link: https://blog.c24.co.uk/2016/08/17/c24-publishes-new-predictive-analytics-whitepaper/).
We explore the ways in which Predictive Analytics is set to change how retailers make use of big data, analytics and insights across their customers, supply chain and stores.
Loyalytics is a boutique analytics consulting company helping businesses improve their customer loyalty across industries through the use of data and analytics. We help businesses convert data into an enterprise asset and leverage it to shape their customer strategy. Our mission is to be the “Voice of customers” for all our business partners.
Our capabilities span across the entire gamut of Analytics service offerings from Enterprise BI solutions for tracking and monitoring KPI’s to advanced data science solutions like Price optimization, Customer segmentations etc. Our Solutions can be clubbed into the following 5 verticals:
• Business Dashboards
• Customer Analytics
• Digital Analytics
• Merchandising Analytics
• Market Research
Our engagement model is very flexible and can be customized to the specific needs of the organization. From pure consulting assignment (Analytics Maturity assessment for business) to E2E deployment of specific analytics solutions, we do it all. For more information regarding our solutions/offerings please visit our website at www.loyalytics.in
How Evenflo Expanded Their eCommerce Marketplace StrategyTinuiti
Walmart is poised to be an emerging player in digital advertising and a viable channel for brands expanding beyond Amazon — especially for advertisers who invest early. Discover different ways to advertise your products on Walmart.com and the benefits of expanding onto this marketplace. Discover how our client Evenflo increased return on ad spend (ROAS) by 231% and significantly improved their CTR for Sponsored Products on Walmart.com. Be an early mover and diversify your marketplace presence.
Introducing Mobius: Technology that Closes the Loop on Your Marketing Perform...Tinuiti
Join us for an exclusive sneak peek into Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology. We’ll introduce MobiusOS, Mobius Apps and MobiusX, our three distinct products that help unify, optimize, and activate your performance marketing data unlike any other platform on the market. In this webinar, you’ll learn all the business challenges our technology can solve for and how our suite of marketing intelligence and media activation technology can make your company faster to market, faster to optimize, and faster to make adjustments.
Improving Fieldforce effectiveness in groceryRed Ark
20:20 RDI has a unique model and method for improving the ROI of fieldforce visits. This presentation talks through the methodology in detail and show you how a simple proof of concept workshop could save your FMCG business millions. Red Ark in Sydney is the local representative for 20:20 RDI who work with all the major FMCG marketers across Europe and the UK. As shown to the Australian Sales & Marketing Institute.
At this webinar, Stephan Sorger, Vice-President of On Demand Advisors and Author of the book, "Marketing Analytics: Strategic Models and Metrics" discussed:
• Trends driving Marketing Analytics adoption
• Important advantages and facets of Marketing Analytics
• Marketing Analytics models vs metrics
• Essential tips on how best to allocate your marketing budget and provide a high ROI
• Promotional metrics for traditional and Social Media
This document contains confidential information about AAUM's analytics products and services. It provides an overview of AAUM's capabilities in advanced analytics, competitive intelligence, and livelihood services. It then presents a case study analyzing social media sentiments before and after the release of two Tamil films, Nanban and Vettai, to demonstrate AAUM's social media analytics product called "Ordo Ab Chao." The analysis shows mostly positive sentiment for both films both before and after release.
Digital Collaboration between Retailers-ManufacturersAnthony Levesanos
1) The document discusses obstacles that hinder effective digital collaboration between retailers and manufacturers, such as divergent agendas, lack of trusted data, information asymmetry, and shallow customer knowledge.
2) It proposes a collaboration framework to overcome these obstacles, including agreeing on strategic objectives and priorities, sharing a common set of data and metrics, using data-driven insights, and establishing time-bound and balanced metrics.
3) The framework emphasizes starting with deep customer understanding, optimizing supply chains, and monitoring execution and results through a shared analytics platform and coordinated processes.
The document discusses the Boston Consulting Group (BCG) Matrix, which classifies business units into four categories based on their relative market share and market growth rate: Question Marks, Stars, Cash Cows, and Dogs. Question Marks have high growth but low market share, requiring high investment. Stars have high growth and market share but also require heavy investment. Cash Cows have low growth but high market share, generating cash with little investment. Dogs have low growth and market share and are cash traps. The BCG Matrix helps assess a product portfolio, cash demands, resource allocation, and divestment decisions.
An e-marketing strategy is needed to provide consistent direction for an organization's online activities and integrate them with other marketing. The strategy should define how the organization will communicate benefits of the online channel, prioritize targeted audiences and products, and hit sales targets. It also needs to manage integration across channels. Without a strategy, companies risk underestimating online demand, losing market share, duplicating resources, and missing opportunities.
Introduction to Marketing Intelligence - Part Icommandeleven
This document discusses the importance of marketing intelligence and using metrics to measure marketing performance. It provides examples of how companies like Best Buy and Porsche have successfully implemented marketing intelligence strategies. Best Buy analyzed customer data to identify key segments like "Jills" and customized marketing efforts for different stores. Porsche tracked a new vehicle launch campaign across direct mail and their website. The document also reviews how DuPont used NASCAR sponsorships and print advertising to build brand awareness for their Tyvek homewrap product while seeking to measure marketing performance. Overall it emphasizes that market leaders employ data-driven marketing approaches and metrics to optimize efforts.
The document discusses key questions to consider when evaluating a marketing intelligence platform. It begins by explaining that most marketers still rely on multiple disconnected data sets and analytics tools that are difficult to use. The top questions to ask are: 1) Can the platform consolidate all marketing data? 2) Can it clean and standardize the data? 3) Can it deliver accurate customer segmentation based on long-term customer behavior? For most companies, a third-party cloud-based marketing intelligence platform is the best option to gain valuable customer insights.
Mohit Kapoor is a customer success manager at ROI Hunter, a data-driven marketing company. ROI Hunter helps online retailers succeed by leveraging customer data to provide tailored experiences through automated processes and actionable insights. This allows retailers to focus on optimizing campaigns for real profitability by calculating margins, return rates and stock on a product level. ROI Hunter also identifies best performing products and audiences to promote, as well as underperforming products and audiences that need less promotion. This leads to increased sales and reduced customer acquisition costs for clients.
Dynamic pricing allows companies to maximize profits by continuously adjusting prices in response to changing market conditions. Algorithms analyze internal and external data to predict demand based on price and set prices accordingly. Companies like Amazon use dynamic pricing to change prices up to 3 million times per day. When implemented effectively through data analysis, change management, and ongoing optimization, dynamic pricing can increase company revenues by over 15% and units sold by double digits.
The document discusses the importance of selecting the right retail store location and introduces the OPTILOX model for optimizing location selection. OPTILOX uses behavioral analytics and considers factors like customer demographics, preferences, and footfall patterns to evaluate potential locations and forecast customer numbers. It helps retailers make faster and more informed decisions to maximize the success of new store openings.
Salesforce Research surveyed over 2,300 global sales leaders to understand sales trends in 2015. The survey found:
1) High-performing sales teams are more likely to use sales analytics and mobile apps than underperforming teams, allowing them to make data-driven decisions and close deals on the go.
2) Winning teams view sales as a responsibility of the entire organization and excel at connecting with customers through various channels, indicating the importance of a holistic, team-based approach.
3) Top sales performers leverage more sales technologies than underperformers to streamline processes and better meet sophisticated customer needs, freeing up time to focus on selling.
Salesforce state-of-marketing-research-retailOanh Do
Retail and consumer goods marketers are working to improve cohesive customer experiences by better integrating customer journeys across departments and channels. They are increasingly leveraging artificial intelligence and personalization while also striving to balance privacy and build trust. Marketers are engaging customers across more real-time channels but still struggle with dynamic coordination across channels. Access to more customer data sources improves personalization opportunities but also challenges marketers to better unify disparate customer data.
"Marketing Analytics and Applications": Course IntroductionMasao Kakihara
This document outlines the course introduction for the MITB - B.11 Marketing Analytics and Applications course. The instructor, Masao Kakihara, introduces himself and provides an overview of the course objectives, topics, structure and evaluation. Key topics to be covered include trends in marketing analytics, macro/micro environments, and challenges of data abundance. The course will help students understand marketing analytics landscapes, integrate various data methodologies and translate data into actionable strategies.
The document summarizes key findings from a survey of 89 companies on their digital marketing capabilities. It finds that:
1) Only 18% of companies are able to very effectively track and analyze a customer's journey across multiple channels, showing most struggle with cross-channel integration and visibility.
2) While most companies recognize the need to improve customer loyalty and targeting based on purchase behavior, few are always able to execute strategies like targeted offers (24%) or reward loyal customers (62%) effectively due to a lack of integrated customer data and systems.
3) Respondents agree better integration of retail systems and marketing channels could significantly improve customer loyalty, targeting, and marketing effectiveness, showing integration is a priority area for
This document discusses Zensar's CMO Workbench, a data analytics solution that helps retailers improve marketing efforts. The solution uses customer data to segment customers, uncover spending patterns, and target promotional campaigns. This increases campaign ROI, customer retention rates, and revenues from promotional sales. The solution provides dashboards with KPIs, predictive analytics, and visualization tools to optimize marketing mix, measure campaign success, and gain customer insights.
Market intelligence for decision makers - ideas on how to make corporate deci...Frederic De Meyer
This document debunks common myths about market intelligence and provides guidance on building market insights to support strategic decision making with minimal effort and cost. It discusses seven common myths about market intelligence, explaining that while 100% accuracy may not be possible, relatively accurate insights can be obtained at low cost by tapping internal data sources and freely available external sources. The document provides examples of how to build market intelligence in specific areas like understanding the business environment, assessing competitors, and innovating based on trends. It concludes by offering ideas for setting up a basic market intelligence practice within a company.
Predictive Analytics in Retail - Visual Infographic Reportc24ltd
A visual infographic report about Predictive Analytics in Retail, based on our whitepaper "Predictive Analytics in Retail" (link: https://blog.c24.co.uk/2016/08/17/c24-publishes-new-predictive-analytics-whitepaper/).
We explore the ways in which Predictive Analytics is set to change how retailers make use of big data, analytics and insights across their customers, supply chain and stores.
Loyalytics is a boutique analytics consulting company helping businesses improve their customer loyalty across industries through the use of data and analytics. We help businesses convert data into an enterprise asset and leverage it to shape their customer strategy. Our mission is to be the “Voice of customers” for all our business partners.
Our capabilities span across the entire gamut of Analytics service offerings from Enterprise BI solutions for tracking and monitoring KPI’s to advanced data science solutions like Price optimization, Customer segmentations etc. Our Solutions can be clubbed into the following 5 verticals:
• Business Dashboards
• Customer Analytics
• Digital Analytics
• Merchandising Analytics
• Market Research
Our engagement model is very flexible and can be customized to the specific needs of the organization. From pure consulting assignment (Analytics Maturity assessment for business) to E2E deployment of specific analytics solutions, we do it all. For more information regarding our solutions/offerings please visit our website at www.loyalytics.in
This document discusses analytics and retail analytics. It defines analytics as discovering patterns in data through statistics, programming, and research. Retail analytics specifically aims to improve customer loyalty and sales. It does this by identifying valuable customers, understanding their preferences, and creating personalized shopping experiences through offers targeted to individual needs. Retailers can gather customer data through in-store and online analytics to gain insights that optimize performance.
Digital Revenue Engine: Campaigns + Content = Revenueedynamic
The document discusses strategies for creating an integrated revenue generation strategy using digital marketing. It recommends developing a revenue roadmap with clear goals and metrics. It emphasizes generating top-of-funnel leads through content marketing and paid media. It stresses optimizing conversion rates through personalized messaging and testing. It also recommends using marketing automation to accelerate prospects through the sales funnel. Finally, it emphasizes retaining customers through exceptional customer experiences across all channels.
1. Retail businesses can boost customer loyalty by leveraging customer data insights from business intelligence tools and advanced analytics to create personalized shopping experiences.
2. These tools allow retailers to better understand customer purchasing behaviors and trends in order to develop targeted marketing strategies, promotions, and loyalty programs.
3. Implementing analytics helps retailers identify their most profitable customers, improve customer retention, and control costs of loyalty programs.
Marketelligent Capabilities & Offerings for Sales AnalyticsMarketelligent
The document summarizes Marketelligent's capabilities in sales analytics for consumer packaged goods (CPG) companies. It provides examples of how Marketelligent helps clients track sales performance, identify drivers of share loss, and conduct pricing simulations. Marketelligent also offers forecasting, trade promotion optimization, market mix modeling, and SKU rationalization to improve business decisions. The management team descriptions suggest Marketelligent provides data-driven consulting services to consumer industries globally.
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Here is a potential example situation where sales analysis would be beneficial for a retail store manager:
As the manager of an electronics retail store, I am facing challenges with slow smartphone sales over the past few months. Conducting a thorough sales analysis could provide valuable insights into why smartphone sales have declined. The analysis could reveal things like:
- Which smartphone models are selling best/worst and why (features, pricing etc.)
- Demographic profiles of top smartphone customers to help target new customer segments
- Impact of competitor pricing/promotions and how to better position our offerings
- Effectiveness of our current smartphone marketing campaigns and where to optimize spending
- Opportunities for cross-selling smartphone accessories or warranty plans
Powering Marketing for High Value ROI_Accelerating Leads to RevenuePia Chon
This document discusses how marketers are increasingly being held accountable for driving revenue. It notes that generating high-quality leads and converting them to sales are challenges. The document then recommends taking a balanced approach to high-performance leads-to-revenue marketing, with pillars including organizational alignment, a modernized L2R plan, and insights-driven marketing. It provides examples of how companies have implemented these pillars to improve marketing performance.
Marketing Analytics Importance : Types Of Marketing AnalyticsCiente
Stay ahead in the competitive business world with marketing analytics - enhance decision-making, seize opportunities, and achieve heightened success through data-driven strategies.
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2. 2 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
OVERVIEW
The Retail industry faces major challenges across the world: an uncertain economy, new digital
competition, and a new generation of customers who are highly informed and more demanding.
Regardless of these shifts, the basics remain unchanged: Retailers who accurately anticipate their
customers’ wants and needs - offering the right product, in the right place, at the right time, and for the
right price – wins it.
Retailers generate colossal amounts of data every day. However, only a handful of them are able to
harvest useful information. Why only a handful, because these organizations follow a business
intelligence strategy that harnesses knowledge. Only those who are able to to integrate a business
intelligence strategy have a competitive advantage. Such enterprises do not focus only on traditional
reporting and/or analytics but on predictive analytics to deliver robust products and top-line. For today’s
retailers, hunches and experience, that mid and senior level management brought to the table, have
been replaced with logical frameworks and business strategies.
VIAPROM ANALYTICS SECURES THE BOTTOM-LINE
VIAPROM’S primary focus is to capture large and varied sets of high quality data to uncover
hidden patterns, unknown correlations, market trends, customer preferences and other useful &
necessary information which helps retailers to take more informed & wise business decisions.
VIAPROM also helps retailers to execute unique customer engagement programs, instant
gratification to
customers to generate
higher ROI, effectively
manage memberships
and rewards, interact
with customers across
multiple channels and
track loyalty program
performance. With all
the available actionable
insights & intelligence,
VIAPROM helps retailers to create successful & targeted marketing Campaigns and in the
process it optimizes the campaign planning, simplifies management, automates multi-channel
execution & facilitates tracking and measuring of the campaign performance.
WHAT ARE WE DOING IN RETAIL INDUSTRY?
At VIAPROM, we generate deeper insights across the entire value chain of Retail operations, including
procurement, supply chain, sales and marketing, store operations, and customer management. Our vast
experience of working with multiple retailers across the world has helped us to develop a Retail
Analytics Solutions that can be used to structure major part of a Retailer’s Operations.
3. 3 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
WHAT CAN VIAPROM RETAIL ANALYTICS PROVIDE
VIAPROM ANALYTICS SOLUTIONS HELPS IN
MERCHANDISING ANALYTICS
ASSORTMENT PLANNING + DEMOGRAPHIC
PLANNING + STORE CLUSTERING +STORE LAYOUT
PLANNING + SHELF SPACE ALLOCATION +
PRODUCT PLACEMENT + PRODUCT ADJACENCY
SALES & MARKETING ANALYTICS
PROMOTIONS + PRICING + PERSONILISATION +
CAMPAIGNS
SUPPLY CHAIN ANALYTICS
DEMAND & SALE S FORECASTING + SUPPLY
CHAIN VISIBILITY + LOGISTICS &
TRANSPORTATION + INVENTORY PLANNING +
SUPPLIER’S EVALUATION
OPERATIONS ANALYTICS
WORKFORCE OPTIMIZATION + SHRINKAGE +
INVENTORY REPLENISHMENT + STORE
PERFORMANCE
We at VIAPROM follow the best practices and our comprehensive and flexible methodology for Analytics
projects ensures that we can deliver business critical insights within time and budget.
1. TRADE PROMOTION OPTIMISATION
2. MARKETING MIX MODELLING
3. SALES FORECASTING
4. SENTIMENT ANALYSIS
PRICING
ANALYTICS
Know what price
points will draw
customers
CUSTOMER
INSIGHTS
Sell what
customers want at
their preferred
point of purchase
SALES INSIGHTS
Adopt new ways to
sell based on how
customers are
buying
MARKETING
INSIGHTS
Deliver
personalized
promotions and
optimized
marketing spend
SUPPLY CHAIN
INSIGHTS
Optimize inventory
levels with minimal
stock-outs
Supply Chain &
Operations
Analytics
Mechandising
Analytics
Marketing
Analytics
4. 4 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
5. VENDOR SELECTION MODEL
6. PRICING RECOMMENDATION
7. INVENTORY OPTIMISATION
8. PRODUCT LAUNCH BENCHMARKING & CANNIBALISATION
9. PRICING & PACK ANALYTICS
10. VENDING MACHINE ROI
11. MULTI CHANNEL ADVERTISING ANALYTICS
12. ASSORTMENT INTELLIGENCE
WHAT DO WE DO TO DRIVE GROWTH
ANALYTICS BUSINESS CHALLENGES SOLUTIONS RESULTS
TRADE PROMOTION
OPTIMISATION
To Identify the right price and
discount point that maximises
sales lift and Return on
Investment (ROI)
VIAPROM will built a
regression model to
understand the impact of
demand drivers on
historical sales volume and
calculate base volume
Increase of ROI on Trade
Promotions
To Optimise promotions to
improve sales performance of
newly launched products
VIAPROM will calculate
total ‘true’ cost of
promotions based on the
individual components and
will also calculate ROI for
historical promo events
Helps to gain Insights into
the profitability of
Promotions across
regions and products and
also helps to enhance
ability to benchmark
Scheme Performance
MARKETING MIX
MODELLING
To Calculate ROI of
advertisement spend across
various channels like
television, print and web
VIAPROM will develop an
analytic model showing
impact of various marketing
campaigns on sales
Helps to understand
Media channel
effectiveness in terms of
Prioritised advertisement
and promotion spend in
favour of channels that
provide better ROI
To Understand consumer
behaviour with regard to
exposure to advertising
VIAPROM will evaluates
media effectiveness, ROI
and simulate what-
if scenarios
Reduced the overall
spend on advertising and
promotion
SALES
FORECASTING
To Identify a scientific
methodology to accurately
predict future sales volumes
VIAPROM will develop a
robust sales forecasting
model through
aggregation and statistical
analysis of data
Predicted sales volumes
based on critical demand
drivers
To Improve target setting by
identifying current
market conditions and their
impact on customer sales
VIAPROM will develop a
structured what-if analysis
mechanism to create
multiple scenarios
Improved decision
making through
structured
scenario analysis
SENTIMENT
ANALYSIS
To Capture customer
feedback across various social
VIAPROM uses Web
crawlers to capture
Instant Customer
Feedback from Various
5. 5 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
media platforms and derive
meaningful conclusions, which
could be sent to relevant
functions within the
organization
unstructured data across
various social media
platforms
Channels.
To Improve brand strength
and engage with customers in
a meaningful way
VIAPROM uses a text
mining model for parsing
conversations into positive,
neutral and negative
buckets
VIAPROM’S Sentiment
Analysis helps to track
consumer behaviour in
real time across
channels, monitor online
brand performance and
also uncover the patterns
that can have a
significant impact on
business.
VENDOR SELECTION
MODEL
To Create a vendor evaluation
method to facilitate an
objective, unbiased selection
process
VIAPROM Analytic
hierarchy process (VAHP)
is a prominent approach in
solving multi-criterion
decision-making problems.
Helps to avoid conflicts
through collaborative
decision making
To Identify the key metrics of
vendor performance that can
help during negotiation with
vendors on specific points
The method allows the
incorporation of judgments
on intangible qualitative
criteria alongside tangible
quantitative criteria.
Generated a repeatable
process that saves time
To find a robust framework
that can measure
vendors’ performance
Measured vendor
performance among
peers and across time
PRICING
RECOMMENDATION
To Understand the impact on
sales for a given change in
price (pricing elasticity) across
products and also understand
the impact on the contribution
margin
VIAPROM builds a pricing
model to enable an
effective pricing structure
for various product
categories
Improves Efficiency in
Planning
To Ensure a consistent
scientific methodology is
being applied to pricing
decisions across
categories/outlets
VIAPROM helps to optimise
pricing which improve
margins and bottom-
line profitability
Helps in data-driven
pricing suggestions for
greater sales and
incremental contribution
margin
INVENTORY
OPTIMIZATION
To align inventory planning,
forecasting and execution
capabilities across the
organisation
VIAPROM employs
statistical modeling
methodology to ascertain
Inventory stock level vs
lost sales scenario analysis
Suggests Order quantity
recommendations to
reduce out-of-stock
frequency
To obtain insights from vast
volumes of data at the SKU
location on a weekly/daily
level to improve inventory
forecasting
VIAPROM can develop
robust demand forecasts
through statistical analysis
of data across stores
Optimise the balance
required between
Inventory Stock and lost
sales opportunities based
on the economics and
competitive environment
of the business
6. 6 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
PRODUCT LAUNCH
BENCHMARKING &
CANNIBALIZATION
To leverage analytics to
identify factors critical to new
product success
VIAPROM creates a set of
indicators to measure
launch of Products based
on a mix of Analytical and
Modeling techniques
Recommends early
launch execution to
ensure greater success
or to limit investment on
launches likely to fail.
To understand how sales and
contribution margin of a new
product should be
benchmarked to
assess performance
VIAPROM estimates the
impact of the product
launch on overall market
share through Statistical
Analysis and data available
from Field Analytics
To analyse the level of
cannibalisation from a newly
launched product
PRICING & PACK
ANALYTICS
To forecast Incremental
volume and contribution
margin associated with new
vending opportunities
VIAPROM can Identify true
cost to serve of vending
machine network, including
both direct and indirect
costs
Profit drivers quantified
(commission, location,
cost to serve, etc.)
To understand ROI of adding
cashless swipe to new and
existing machines, including
both cost and precision pricing
VIAPROM can develop
data-driven fact base for
precision price setting with
and without cashless swipe
MULTI CHANNEL
ADVERTISING
ANALYTICS
To Understand which
combination of ad exposures
interacts to influence the
consumer to make a purchase
VIAPROM’s solution
involves three distinct
activities:
1. Attribution: Quantifying
the contribution of each
element of advertising.
2. Optimisation: Use of
predictive analytics tools
to run scenarios for
business planning
3. Allocation: Real-time
redistribution of
resources across
marketing activities
according to optimisation
scenarios
Able to measure how TV,
print, radio and online
ads, each functions
independently to drive
sales and then allocate
marketing spend based
on lift and ROI.
To Identify whether the
organisation is perfectly
investing the right amount at
the correct point in the
customer decision journey to
purchase a product.
ASSORTMENT
INTELLIGENCE
To track the competitors’
assortments and their pricing
dynamically (real time) to
optimise personal product
portfolio
VIAPROM can create a
Real-time price monitoring
Module by using advanced
Analytics and Artificial
Intelligence (AI) along with
data mining and Image
Recognition Algorithms.
A healthy and growing
bottom line
Provides a 360 degree
view of Competitors
Product Assortments
which helps an
organization to quickly
adjust its own product mix
and pricing.
To Identify products, brands
and categories where one has
a unique advantage
VIAPROM’s Trend Analysis
using Predictive Algorithms
in order to sell the right
products at the appropriate
time and drop products that
are low in popularity.
7. 7 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
VIAPROM INTEGRATED MANAGEMENT SYSTEM
An efficient information backbone which integrates the data from various data sources like customers,
Point of Sales, suppliers, market, and social media, and stores is most critical and important component
of a successful Analytics Framework and stores it in a ready-to-use format for various VIAPROM’S
Analytical Modeling Applications. The mode of Data transfer depends on the existing technology
landscape of the Client and the aspects they would like VIAPROM to cover in their Analytics Solutions.
PROJECT APPROACH
Our structured approach has been built up from our experience in analytical engagements. It comprises
of 6 steps to maximize project oversight. Each step allows looping back to previous steps to apply the
insights gained in subsequent steps.
CRITICAL SUCCESS FACTORS
To ensure maximal knowledge transfer in both ways we would need to work closely with key experts in
client’s Analytics, Business and IT departments. Rapid access to potentially disparate source data and
UNDERSTAND ANALYSE INSIGHTS
8. 8 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
support in understanding the data is essential in order to build up the data structures required for the
Analytical Models.
We at VIAPROM follow the best practices and our comprehensive and flexible methodology for Analytics
projects ensures that we can deliver business critical insights within time and budget.
THE VIAPROM ADVANTAGE
VIAPROM’S Analytics repository of KPIs and Advanced Analytics frameworks/data models supported by
VIAPROM’s sector and domain knowledge help any Retail Company to jump start their Analytics journey.
SECTOR
• Sector aligned competencies and experienced team providing sector-specific solutions
• Knowledge of sector-specific issues and business needs
ANALYTICS
• A wide resource pool having experience in visualization, statistics and analytical modeling
• Access to repeatable components and repository
IT ENABLEMENT
• VIAPROM’s has the capability to deliver end-to-end solutions and services across most
technology platforms
• Our Retail Analytics repository includes 1000+ KPIs across customer, marketing, sales, supply
chain and inventory.
• With experience of 100+ Retail Analytics engagements, we have a rich repository of Solution
Accelerators including Data Models and Approach Notes for Advanced Analytics.
• We leverage these Retail Analytics Solutions for developing analytics-based solutions for
business problems.
• VIAPROM is a PCI DSS Certified company with advanced information security management practices — you
can be completely assured of the security of your data. VIAPROM follows the best practices and refined
processed and methodologies to ensure effective Project Management, transparent communication and
excellence in deliveries.
OUR ENGAGEMENT MODEL
VIAPROM, a leader in Analytics Solutions, provides Analytics for all scenarios (Descriptive- Predictive-
Prescriptive) such as WHAT HAPPENED – WHAT WILL HAPPEN- HOW CAN WE MAKE IT HAPPEN. The extent to
which we plan for your journey is also rather unique and we believe strongly that mapping out the
journey for your company is what leads to success. From the front-line staff to the C-suite officers,
VIAPROM will works with Analytics Department in your organisation to properly understand and
contextualize the path to Analytics success to stay ahead of competition. Moreover upon understanding
the challenges assigned to VIAPROM and your operational practices, VIAPROM will scope the
requirement and will offer you an effort and time estimation.
9. 9 | P a g e R E T A I L A N A L Y T I C S S O L U T I O N S
RETAINER / FTE MODEL
Our FTE model is perfectly designed for fixed analytics requirement for large corporates. For an
annual contract, a devoted team of analysts are deployed. The team acts as the Analysts for the
Client and work on wide range of multi-faceted projects while engaging with the Client
directly. Pricing per FTE is based on predefined analytics hours annually.
FRAMEWORK AGREEMENT
Our services involve combinations of infrastructure like web/mobile portal access, fixed/ ad-
hoc projects, consulting, etc. Our pricing for the Framework Model depends on analyst hours,
FTEs, portal access and support.
PROJECT BASED MODEL (ADHOC PROJECTS)
Our project based Assignments requires minimum of 6 to 20 weeks of rigorous effort from our
dedicated consultants. Getting started with understanding the business needs, defining the
scope of engagement and finally built the Analytics catering to the Client’s requirements and
engaging with the Client directly. Our pricing per analyst hour is completely based on the type
of projects we undertake.
ABOUT VIAPROM
VIAPROM TECHNOLOGIES PVT LTD is a flagship technology Consulting and Solutions company of IPROM
GROUP. We help in building the smart digital enterprise leveraging the power of Analytics, Technology,
Digital Connectivity and Customer Centricity.
At VIAPROM our main focus is on achieving distinction by delivering value-driven business solutions
enabled with technology. Our systematic investments in creating Intellectual Property, nurturing
talent and building knowledge capital for specific industry verticals like Retail & CPG, Food &
Beverages, Aviation & Travel, Banking-Financial Services & Insurance, Oil & Gas, Healthcare, Telecom
& Media, Transportation & Logistics, Industrial & Manufacturing and Government & Public Sector
help our clients maximize their returns on their investments. We also develop and maintain strategic
Applications for our Clients at our Bangalore Knowledge Center which forms a pivotal part of our
Integrated Business Solutions Offerings.
Our Clients span across India, South Asia, Middle East, USA, Europe, APAC, North and Southern Africa.
Our Integrated Management System integrates all of VIAPROM’s systems and processes in to one complete
framework, enabling us to work as a single unit with unified objectives. This helps and empowers us and our
associates to achieve and even exceed client’s expectations.
VIAPROM’S strength mainly lies in its unique, flexible and scalable as well as customizable solutions that
are built on latest available technology stack and delivered on the cloud or in-premise as per the
requirement. Being located at the Silicon Valley of the East – BANGALORE and having the best of
human capital and industry benchmarked processes makes us the preferred choice for our clients.
Our vision and mission is to be the strategic consulting and technology partner for our clients and
offer solutions that have long-term and sustainable benefits.