We worked with a marketing group within a large CPG company that was facing scrutiny about recent allocation decisions. They needed to quantify the effectiveness of their proposed solutions.
A key complication was that the collected data was sparse and incomplete. Before any analysis could be undertaken, we had to enrich the data from outside sources and employ complex techniques to interpolate and isolate effects.
With improved data, we built a model to test the impact of marketing spend under various scenarios. This provided the rigor the board was looking for and helped the company justify a reallocation of budget. We enabled the team to continue monitoring the performance of distribution partners against expected KPIs.
Prior to working with us, decisions were made in an ad hoc manner. Our work gave them a framework to tailor spending to a retailer- and geographic-specific level in a systematic way.