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Friesland Campina

Marketing OGZ
PRO
September 15, 2023
93

Friesland Campina

Marketing OGZ
PRO

September 15, 2023
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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
    &
    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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  5. 5

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

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  17. 17
    &
    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
    &
    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
    &
    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
    &
    9/12/2023 Implementation of a data driven business-model based on Marketing Mix Modelling

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

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