Friesland Campina

Transcript

1. 1
   &
   Marketing Mix
   Modelling
   As part of a data-driven business
   model
   

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2. 2
   &
   9/12/2023 Implementation of a data driven business-model based on Marketing Mix Modelling
   

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3. 3
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   9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
   Who are we?
   Rui Conde
   Data Analytics
   Lead
   Stefan Hulsbos
   Data Analytics
   Consultant
   

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4. 4
   &
   9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
   14.1 billion
   euros revenue
   >100
   Export to
   countries
   31
   Facilities in
   countries Employees
   21,715
   Member dairy
   farmers
   15,137
   millions
   of consumers
   Every day
   

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6. 6
   &
   9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
   Fruitful partnership to reach our
   common goal
   Entire data domain Data Science and Analytics
   Engineering
   Global Commercial Analytics Team Data-driven approach
   (in-house)
   Understanding
   consumer behaviour
   

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7. 7
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   What is driving this loss?
   9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
   CONSUMER
   BASE
   SALES VOLUME
   time
   Business challenge we are facing
   

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8. 8
   &
   9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
   Understanding consumer behavior
   What consumers
   do
   What
   consumers
   feel and
   think
   +
   

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9. 9
   &
   9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
   Influencing consumer behaviour
   Which factors are contributing to our sales?
   PR
   OD
   UC
   TS
   DIS
   TRI
   BU
   TIO
   MEDIA
   P
   RI
   C
   E
   

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10. 10
    &
    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    Influencing consumer behaviour
    Which factors are contributing to our sales?
    

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11. 11
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    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    Identify the most important sales drivers
    The Power of Marketing Mix
    Modelling
    +
    -
    Lockdown
    Promo
    Price
    Media
    Competitor
    distribution
    2
    1
    3
    4
    time
    

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12. 12
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    9/12/2023 Implementation of a data driven business-model based on Marketing Mix Modelling
    Setting yourself up for the future
    The Power of Marketing Mix
    Modelling
    

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13. 13
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    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    How does it technically work?
    Understanding Marketing Mix
    Modelling
    Phase II: Feature
    selection
    Which factors explain
    sales?
    Multiple Linear Regression Analysis
    &
    Competitio
    n
    R2 =
    0.91
    -0.84
    +1.45
    Phase I: Data ingestion Phase III: Outcome
    Now
    Past Future
    Target
    Predicted
    

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14. 14
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    MEDIA
    SPEND
    PRICE
    INDEX
    MARKETING MIX
    MODELLING
    Brand A
    Category
    SALES
    VOLUME
    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    Deep dive on key drivers – Integrated Story
    Storytelling with Marketing Mix
    Modelling
    Brand A
    Competitor
    

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15. 15
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    Model Output
    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    Deep dive on key drivers – Promo effectiveness
    Storytelling with Marketing Mix
    Modelling
    Competitor Switch
    Category Expansion
    Changing from other FrieslandCampina
    product
    Stock-up
    Promo Uplift
    Drive quality Promo Uplift
    Promo Uplift
    

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16. 16
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    9/12/2023 Implementation of a data driven business-model based on Marketing Mix Modelling
    

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17. 17
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    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    The effect of media is more complex than you initially
    think
    Message
    vs
    sales uplift
    Decay
    Saturation
    

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18. 18
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    Media Optimization
    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    Deep dive on key drivers – Media optimization
    Storytelling with Marketing Mix
    Modelling
    Uplift
    saturation
    Avg. monthly
    spend
    Media Uplift
    Avg. weekly
    spend
    Uplift saturation
    Model Output
    Media Uplift
    Media spend Time
    Media Spend
    

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19. 19
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    9/12/2023 Implementation of a data-driven business model based on Marketing Mix Modelling
    Kickstart your Marketing Mix Modelling
    journey
    Data collection Model development Insights
    

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20. 20
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    9/12/2023 Implementation of a data driven business-model based on Marketing Mix Modelling
    

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21. 21
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    Questions?
    You can also find us at booth 8!
    

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