Case Study
Enabling data-driven decision-making
THE CASE
Using data to drive ROI for promotional activities
A large beverage manufacturer was having issues driving value for their trade promotions. They turned to UST to help them leverage machine learning to predict demand and optimize promotional spend.
CHALLENGE
Enriching the effectiveness of promotional spend
Our client was struggling with analyzing and optimizing their trade promotions. Even though they were increasing their promotional spend, our client was not benefitting from a corresponding increase in incremental revenue. Decisions on promotional activities were being made without data to support them. Our client needed a value-driving solution that would enable them to quantify the ROI of historical and future promotions.
SOLUTION
Harnessing the possibilities of machine learning
We developed a custom Bayesian machine learning model that predicted demand based on key business factors such as price, promotion, seasonality, payday week, competitive factors, and more. Customized dashboards were developed to demonstrate the ROI of historical and future promotions. The team developed and deployed a custom TPM application with surrounding processes and roles to optimize promotional spend and maximize margins while maintaining target volume requirements. Our client was finally able to harness the proper analytics to make data-driven decisions.
IMPACT
Leveraging data to predict demand
Our work enabled our client to successfully leverage machine learning to predict demand. Their new machine learning model has allowed them to make better decisions based on historical data and future trends.
EXPERTISE & RESOURCES
A preview of our toolbox
When the right team with the required tools and industry knowledge is available it is possible to achieve great things. Learn more about the expertise and resources that helped us achieve success on this project.