Analytics Portfolio

Attribution and business driver optimisation

Measure how much each of your marketing activities – media, social, promotions, price changes etc. – drives sales and optimise your activities accordingly.

Understand the variability of sales

Make a detailed collection of your sales data,

  • by channel
  • by region
  • in time
  • by customer or customer group.
In general, the higher the granularity, the better.

Collect data on business drivers

Bring together data from all activities you want to measure

  • Media plans and realised GRP, ad impressions, circulation numbers
  • Prices
  • Promotional activities, sales visits, mailings
etc.. Also, data from external sales drivers, like seasonality, weather, holidays should be included.

Build the best suited model

Build models describing the known and conjectured mechanisms and effects of each driver on sales. The model performing best against the data is chosen. This returns the impact of each driver and the contribution of each activity to sales.

Possible mechanisms include multi-step decision processes as well as saturation effects or synergies between activities or channels.

Optimise the activity mix

Based on the measured impacts, the activity plan is optimised. In order to optimise profitatbility / ROI, cost data can be included.

About me

I am a consultant and project manager in marketing and business analytics. Having worked in the area for more than 15 years and having led the Data Science and Analytics teams at IRI Germany from 2009 to 2016, I am now again working as an independent consultant focusing on applications of Big Data and AI in marketing.

Quantitative Consulting

Boris Vaillant - Quantitative Consulting 17

QC 17