13% Increase in Sales from Optimized Channel Allocation & Media Mix for a Leading Food Accessories CPG Company

About the client

US based one of the top 5 food accessories company in the world

Problems:

• The client was promoting online recipes published on their website to increase customer engagement with the expectation that it will lead to causal sales in physical retail/grocery stores
• They wanted to understand and measure the effectiveness of digital channels in driving higher grocery/retail food accessory purchase motivated by online recipe (causality model)
• Sub-optimal integrated media mix
• Negative cost impact due to investment in ineffective media channels
• Inadequate ML capabilities to address aforementioned complex problem

Solution:

Innover helped the customer through a Machine Learning driven fractional multi-touch attribution model delivered in the form of a self-serve media planning simulator.

• Bayesian Belief Network & Granger Causality models to understand the contribution of individual digital assets as well as causality/cannibalization between these assets
• Channel contribution accounting for synergies and cannibalization
• Digital (i.e., recipe-driven ‘pull marketing’) causal sales effectiveness in grocery/retail outlets by Direct Marketing Areas
• Hyper-local targeting based on online engagement levels at a zip code level